It does not matter what you are trying to communicate – it is all about the story. It does not matter if you are a journalist, novelist, broadcaster, blogger, marketer, publicist, strategist,
Marketers are constantly telling stories – from an organization’s history and tales of customers and employees to stories about our products and services.
We are wired for stories. (Read that story from Wired magazine) The most memorable stories have real characters people can relate to, who draw our attention or elicit an emotional response.
Here is Ecker’s recipe – the critical elements of a good story:
- Characters: You need to have at least two.
- Content: The who, what, when, and where.
- Motivations: The why, an unfulfilled gap.
- Conflict: The juiciest part of the story.
- Resolution: The realization, epiphany, or takeaway
Susan Gunelius, contributor to Forbes adds, “…the best brand storytellers understand the critical elements of fiction writing, which are skills few marketers have been formally trained to do.”