Our brains are wired for storytelling. It’s the most impactful and memorable form of communication. And if you’re a marketer or business owner working hard to create impact, grow your organization, or hit any number of big goals, telling your story is non-negotiable.
But not just any story will do. We’re talking about the kinds of stories that create connection, lean into shared experiences, and even tug at the heartstrings.
Here’s one of our favorite quotes that puts a fine point on exactly why emotionally resonant stories MUST be a key ingredient in your marketing strategy.
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” - Maya Angelou
People connect with feelings before facts. A story that makes someone smile, nod, feel heard, or even get a little misty-eyed — that’s the one they remember.
The big question I get ALL of the time, however, is, ‘Where do I start?” Storytelling, like any other aspect of your marketing, starts with a strategy.
So, let’s break down how to create a storytelling strategy and put key pieces in place to help you create true impact for your organization.
Start With the Strategy. Not the Script.
Lots of organizations write a script and hit the record button before they’ve put together a strategy and plan. This is a recipe for storytelling that’s off-brand and off-message, with no clear intention — wasting time and resources in the process.
Every story you create should have a space within your marketing funnel and move you closer to your goals.
Before you begin recording, ask yourself these key questions:
Which organizational goals am I using this video to help achieve?
Which specific segment of my audience is this video going to reach and impact?
What types of videos does this audience like to consume? And where?
How do I want the audience to feel?
What action do I want the audience to take after watching?
The answers to these questions will serve as the foundation of your storytelling strategy.
How to Tell an Effective Emotional Story
At TwoRoads, we’ve developed a storytelling formula for creating stories that drive impact.
We can break the formula down by working backwards:
You need trust to make an impact on your audience. Trust is built through relationships. And relationships are cultivated by connecting with people through shared experiences.
Emotionally-resonant stories are vehicle for communicating shared experiences that connect you with your audience — something facts and figures simply can’t accomplish.
Shared Experiences Develop Through Emotional Connections
Emotions are the backbone of any impactful story. And the reason has to do with our physiology and how the human brain makes decisions.
People make decisions based on Emotion First and then back those decisions up with Logic Second.
One of my favorite examples is from a recent video project our team completed with Solomon’s United Church of Christ, featuring Pastor Julia explaining the congregation’s decision to install solar panels. Instead of leading with numbers or cost savings data, she painted a picture of a healthier, more prosperous life for the community.
**Watch Solomons’ story here:
Enlist the Help of a Trusted Messenger
One of the reasons this video was so impactful was its trusted messenger, Pastor Julia. Had we filmed the solar installer on the roof of the church rattling off environmental facts and cost savings data, we would have made the case for installing solar panels — but would anyone care?
Nope. Because watching a solar installer speak about statistical data doesn’t create a shared experience or build trust. There’s no emotional connection.
But it’s clear in the story that Pastor Julia is looking out for the best interests of her community. She’s a kind, caring, and trustworthy character for us to shape this story about a church going solar.
When you’re considering trusted messengers for your stories, think community leaders, community members, and end users with first-hand experience of the benefits of your product, service, or mission. The individuals who share similar experiences with your target audience are the folks to get involved.
The Takeaway
You already have everything you need to create a story that connects. Strategy will guide your message, language will invite your audience in, emotion will build trust, and trusted voices will make an impact.
When you tell your story with heart and intention, people don’t just watch or read it—they feel it. And that’s the first step towards true impact.
If you’re ready to bring your story to life but aren’t sure where to start, let’s chat. We’ll look at the heart of your story, and map out how to share it in a way that connects with the people who matter most to your business.
Next Article Coming Soon:
‘Why None of This Matters Without a Solid Distribution Strategy’
What’s the biggest storytelling mistake I see organizations make? It’s not having a distribution strategy.
Once you have a killer library of content, the next step is to make sure it gets seen - by your target audience - and used to move your audience through your sales funnel to conversion.
Coming soon, we’ll talk about how to develop a distribution strategy that makes your story work for your business. Stay tuned!
If you’d like to discuss your own story, we’d love to chat! Contact us today and let’s tell your story together.