STORYTELLING

CHALLENGE  Storytelling is a central part of every great brand. Every great brand has a story  behind their product, services and institution. These stories connect with the  emotions, characters, the value of people, every day, using the product. As a  student it is quite tricky to understand the process of storytelling, as not being  as experienced as the experts. For example, while presenting in the class, it  becomes a challenge to touch each and everyone’s mind and heart. We get too  involved in the concept that we fail to bring about stories relating towards it.  Most of the time the motivational speakers or any public speakers uses the  techniques or tool of storytelling in order to get connected with the audience  and to build emotional and deeper connectivity with the speaker. Storytelling is  a great way to make your consumers use your products with much deeper  thought towards it. Any speaker going on about his product launch with a deep  and insightful story, maybe regarding his personal experiences, creates more  value to the product and services that he is rendering to the customers.    SELECTION   The tool which is used by me is storytelling. As a student I would stress more on  this tool since, the way I see it whenever a lecturer tries to make us  understand  about a particular topic, they usually start of with a story. It may not be a story  related towards their personal experience but, maybe relating towards the  people who built it, for instance, a product.    APPLICATION  The key element on delivering a good story is to know your audience. The way I  see it, if the audience is young and enthusiastic, start with some jokes or some  funny insights on how you thought things were silly before you used a product  or services, so that you can ease up and get the floor comfortable. For instance,  I personally relate to anything that has to deal with the persons experience  whether it may be a product, emotional support, or anything of that matter.  Emotional advertising help humanise companies and build a partnership with  their customers. Storytelling is an even more effective tool when the stories are  coming from people whose lives the brand has changed. When you begin with a  story, the audience will be on the edge of their seat trying to connect with you,  and boost the interest of the topic and the way you present it and you also get  comfortable along the way. The best way to keep the audience in the edge of  their seat is to give a good suspense on your story at the end so, they can really  think about it and leave them hanging. But, not too suspenseful that it makes  them more confused. It’s also good to have good questions that really makes

the audience guess and work their brains but, it is also equally important that  you provide with an  answer so, that they won’t be concentrated on the question  and lose your attention.    INSIGHTS AND APPROACH  Storytelling is the contrast between problem-solving and cause creating. A good  story is about creating a cause. Cause ignites and unites people. Like I said, the  key element is to know who is your audience, from where they have come and  what they need. The second part of the good story is to ask straightforward  series of questions. When you listen to a great storyteller, there is a clear  sequence of events that moves the story from the beginning to the end. This  storytelling tool is adopted everywhere, in institutions, companies, advertisers  etc. People even come up with stories to pitch an idea to an investment firm.  That is how you see the importance and how these storytelling tools help you  with recognition, building your reputation and get the audience your attention.                     It is important to approach your storytelling in a very articulate way. You need  to have a proper sequence in your storytelling. You cannot jump from one story  to another with the previous one being left in the middle. Always complete your  story. Storytelling allows you to create energy, passion and excitement around  something and about your concept or to build relation with people and to  connect with peer group, audience and fellow mates during your presentations.  It helps you to deliver the concept well and in a comprehensive manner without  losing interest of your audience.

