We hear it all the time, you need to use story telling in your social media and videos. Well, I completely agree. But what is story telling and why does it work so well? In this article I show what story telling is and why it works so well.
What is story telling.
Let’s say you want to put a video online showcasing your business.
The normal method is to ask standard questions in your interview like, ‘what does your business do’. You will often get an answer like. ‘St Spyridon College is a educational primary school that offers…’.
With a story telling approach you try and dig a little deeper and get a story for an answer, perhaps the story may be a real life example. For example, with the St Spyridon video, the Principal explains how her own children came and did a come and try day and loved it so much they wanted to start the next day. She told a story about her experience.
The video got all the information across I needed, and it sold the benefits of the school without specifically saying ‘we are great… ‘ and that is very important, no one likes arrogance, especially us Aussies.
Both these answers show the same thing, for example what services the school offers. The traditional answer in a very factual way, but the story telling version answers it by giving an example.
I embedded the video below, so have a listen. I’m sure you agree it makes the school sound awesome (which it is) but the story method gets that point across with out being boastful.
Why it works so well.
Here are some compelling reasons to use story telling.
- Stories are so much more interesting and engaging.
- The first approach can come across as very scripted, very ‘salesy’, very false.
- When people talk naturally they are perceived as being a lot more genuine.
- As humans we comprehend things better when things are explained as a real life example.
Another example of story telling in videos
Check out Kris Casey from Harris Real Estate’s profile video. The video shows Kris as an extremely successful agent who is very easy to deal with. Because she uses the story telling approach she never explicitly says ‘I am great, choose me’.
How can I tell stories in my Social Media?
Here are my tips for getting good answers and getting your interviewee to tell stories.
- Don’t let your interviewee prepare responses.
- Don’t give your interviewee any indication about what the questions might be, see point 1.
- Understand your client USP (Unique Selling Point) and create questions that let you get into that.
- Have a conversation, use the questions as a starting point and try to drill down to the good stuff.
- Don’t have too many questions. There is three reasons for this, firstly processing an hour interview will take about 4 hours. Less is more. Secondly a huge list of questions will make you rush through to get to the end. I can guarantee the nuggets will be buried in a relaxed conversation. Lastly a huge list will intimidate your interviewee, people become very nervous when they know they have to speak to a camera.
Want some help telling your businesses story? Please get in touch.