February 2, 2012 § 1 Comment
Storytelling is what brought me into the world of journalism. Storytelling is what keeps me writing and storytelling is what works in terms of catching and keeping a reader’s attention.
Once upon a long while ago, when I hadn’t decided what I wanted to do with my life, I read a newspaper report about the killing of a young newspaper boy. What was remarkable about that story was the way it was written. I was tearful by the time I finished it and decided that writing stories was what I wanted to do with my life. That is, I wanted to write stories that could move a reader in the way that story had moved me.
If it that sounds a bit dramatic, I probably was at the time. It’s true that now I don’t tend to write stories that make people cry! But I still believe that stories have a force that can move their reader. Everybody has a story to tell and I make it my job to find that story and write it in a way that the reader wants to hear.
If you tell your target audience you’re the best in your field they probably won’t take much notice because they’ve heard it all before. Same if you say you’re offering best value. Same if you tell them they need you. You’ve got to do better than that to get their attention because your competitors are saying pretty similar stuff. You need a differentiator to get them to know you, to like you, to trust you and to buy you.
Your story is going to make the difference and set you apart from the rest. Storytelling is the key to communicating with your customers.