The Best Storytelling Hack Makes Your Message Stick

Storytelling really matters if you want to make your marketing message stick with your audience. And the best storytelling hack is something I learned way back in journalism class.

Using stories helps your brand’s personality shine, builds loyalty, and boosts engagement. (Check out this terrific infographic from FastCompany about The Science of Storytelling that explains why our brains crave stories.)

Why wouldn’t you infuse your marketing with some amazing stories (that is, true stories told well)? Maybe it’s simply a matter of not knowing how to approach the task.

Want in on a basic storytelling hack from my days as a budding journalist back in college?

The Best Storytelling Hack

You don’t need a journalism degree to use this powerful writer’s secret: show, don’t tell. My professors drilled this into students from day one. But what does that really mean?

Well, it means you don’t have to come out and bluntly hit your readers over the head with your point by making a clear but boring statement. Instead, it means using words to paint a picture that communicates your point in a more engaging, memorable way.

Let Me Illustrate With a Story

As a pro freelance writer with 30 years of experience, I really pride myself on telling prospects and clients that I’m “deadline-oriented.” I do what it takes to meet deadlines.

Blah, blah, blah.

Guess what? Most professional writers say the exact same thing. (At least they should. If they can’t meet a deadline, they’re in the wrong profession.)

But what if I shared the following (true) story that shows my meet-my-deadline-or-die-trying philosophy?

Last September, when Hurricane Irma was headed towards Florida, I had an article due for a magazine. This particular article required about five to six interviews. While in “hurricane-prep” mode (gassing up my car, stockpiling water, and hitting the ATM for cash), I also continued to interview my sources for my article. I felt stressed, pressed for time, and really worried about my family’s safety. But like a pro, I pressed on.

I took a proactive stance and let my editor know that I might not hit my deadline. Just in case. But I still knew I’d do whatever it took to finish my assignment.

And then we lost power.

A writer without electricity or internet might as well just call it quits. And yet…

I had a deadline.

I was determined to submit my article on time to my editor, come hell or high water. But then we lost power for about two days. And yet…

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So I threw my laptop in the car, drove a few miles away to a local store, and sat in my car in the parking lot, praying to the internet gods that I could tap into the store’s WiFi. Guess what? I could!

I cranked out the remainder of my article, did one final proofreading, and sent it off to my editor.

Deadline in a hurricane? Piece o’ cake.

Even Short Stories Work

Effective storytelling doesn’t need to involve a long narrative. For example, how about this quick story?

When I was on the way to the hospital to give birth to my first child, I made my husband stop at the post office first. Why? At the time, I published a monthly subscription newsletter called Nonprofit Nuts & Bolts, which I researched, wrote, edited, and distributed all by myself. That month’s newsletter was already written. All I had to do was pop those suckers into the mailbox. My philosophy was that subscribers had paid to receive the newsletter every month, and I couldn’t let them down.

But we were en route to the hospital already. And I was in labor.  And yet…

I had a deadline.

Still, I refused to let a little labor throw me off schedule. So we took a quick detour to drop off the newsletters that were already written, stuffed into envelopes, stamped, and ready to send.

As I said, I’m deadline-oriented. But now you’re much more likely to remember my message. Why? Because I used the “show, don’t tell” storytelling hack. I shared two stories that don’t just tell you my message but vividly show you my point with two descriptive stories.

Where Can You Use Storytelling?

Everywhere! You can start by gathering some testimonials and case studies of satisfied customers, showing how your product or service solved their problem or made their lives better in some way. Then post these stories on your blog. Include stories in your email newsletter. Create videos highlighting these stories and put them on Youtube. Share these stories on social media. You get the idea.

No need to limit storytelling to customer stories, either. Use relevant stories highlighting employees, vendors, donors, members, or other key stakeholders. Just do it in an authentic way that communicates a key message or value you want to share with your target audience.

So the next time you want to make your message stick, use the best storytelling hack: show, don’t tell.

If you’re game for another story, check out my About page. Here, I incorporate a little business and personal storytelling into my copy to help visitors get to know me better.