3 Simple Models for Building an Audience with Storytelling

Stories surround us 24/7, influencing every aspect of modern life. In our attention-driven economy, they're more crucial than ever for reaching an audience. Humans are evolutionarily hardwired for storytelling, which has been central to our progress since the birth of language.

What Makes Stories Memorable?

Great stories share common DNA, often involving a blueprint. They can be cautionary tales, hint at societal problems, inspire, or begin with tragedy and end in redemption. Examples include popular TV shows, brand origin stories, and enduring character franchises.

The Power of Emotion in Storytelling

Stories stick with us because they tap into our core humanity: emotion. Research shows that our attitudes, fears, hopes, and values are strongly influenced by stories. Fiction can be more effective at changing beliefs than persuasive writing using arguments and evidence.

Neuroscience reveals that as a story is told, listeners' brain waves sync with each other and the storyteller. This synchronization is most effective with comprehensible narratives about real-life experiences that highlight common ground.

Building a Narrative That Captures Imagination

To create engaging stories:

1. Research your audience to understand their mood when they encounter your story.
2. Study great storytellers across various media.
3. Treat your content as a serial that readers can binge.

Three Simple Models for Storytelling Success

1. The Movie Studio Model: Pixar's 22 Rules of Storytelling offer valuable insights. The "Pixar Pitch" structure can be particularly useful:

Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___.

2. The TV Producer Model: Dan Harmon's story circle, based on Joseph Campbell's Hero's Journey, provides an eight-step structure for narratives:
3. Character is in a comfort zone
4. They want something
5. They enter an unfamiliar situation
6. They adapt to it
7. They get what they wanted
8. They pay a heavy price for it
9. They return to their familiar situation
10. Having changed
11. The Serial Novelist Model: Elmore Leonard's 10 Rules of Writing offer valuable guidelines for crafting engaging stories:
12. Never open with weather
13. Avoid prologues
14. Use "said" for dialogue attribution
15. Don't use adverbs to modify "said"
16. Limit exclamation points
17. Avoid "suddenly" and "all hell broke loose"
18. Use regional dialect sparingly
19. Avoid detailed character descriptions
20. Don't over-describe places and things
21. Leave out the parts readers tend to skip

Leonard's overarching rule: "If it sounds like writing, rewrite it."

Remember, as Eugene Schwartz said, "A copywriter's first qualifications are imagination and enthusiasm. You are literally the script writer for your prospect's dreams."

By applying these models and principles, you can create compelling stories that resonate with your audience and drive engagement.