7 key storytelling techniques

If you want to influence people, you simply have to master the storytelling technique. The love of stories in our blood is from those distant times when our ancestors told them near the fire. Regardless of how you communicate with the audience (verbally or in writing), the general principles for creating stories are the same. We suggest you study 7 basic stories with which you can create a story for any occasion.

1
Once upon a time, there were
Classical and, perhaps, the most effective technique, the basics of which you went through at school. Recall the standard narrative structure:
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tie;
plot development;
climax
a happy ending.
We are all accustomed to this structure from childhood - this is how our favorite fairy tales and cartoons are built. A certain hero goes on a trip or falls into unusual conditions, overcomes many obstacles, eventually defeats the dragon and conquers his princess.

This technique creates a very good immersion effect: the reader experiences the adventures of the hero with him.

In which cases it is better to use this option:

Engaging an audience that is starting to associate themselves with your brand.
The transfer of useful experience.
Motivation to perform certain actions that will lead the reader to the same happy ending.
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2
alternative history
While cool stories are already being written in Villabaggio, Villaribo still carries their ideas forward. It is the famous detergent advertisement that is the clearest example of this storytelling technique. In it you contrast two realities: good and bad, desired and real, and lead the reader to the choice of the option you need. In the end, the author can present a recipe for achieving this better reality.

In which cases it is better to use this option:

Attracting readers to your side.
Detuning oneself from competitors.
Creating a sense of hope for the best.
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3
In the pool with his head
Information overdose leads to the fact that people no longer want to read lengthy introductions and dive deep into the development of history. They want to quickly get into the thick of things. The technique "In the pool with the head" is just designed for such cases.

You start with the hot middle of the story, omitting its plot. This allows you to quickly captivate the reader. He will want to know what led to the climax and how the story will end. It is important not to reveal all the cards to the very end in order to maintain attention.

In which cases it is better to use this option:

You need to clearly focus the audience on a specific point from which the story begins.
You need to quickly grab the attention of an unfamiliar audience.

4
Shock scenario
The story begins as a classic, with an easy tie, and leads to a rather predictable ending. But here something out of the ordinary happens, turning the whole plot upside down. This technique is often used in TV shows. For example, they kill a beloved hero who is in a completely safe place. This allows you to shock the reader / listener / viewer and thereby captivate him. By breaking people's expectations, you create a very strong emotional attachment to history.

In which cases it is better to use this option:

You need to talk about an innovative way to solve problems.
You need to talk about the unusual difficulty that your company has successfully dealt with.
You need to diversify the classic format and keep the elusive attention of the audience.
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5
Two storylines
This technique is somewhat reminiscent of “Alternative Story” - it also has two storylines. However, in this case, at first they are in no way connected, and even more so they are not opposed to each other. On the contrary, at the climax, these storylines converge, marking the emergence of something new.

In which cases it is better to use this option:

Show the story of a certain product.
Talk about building a partnership with someone.
Talk about how your company was created and how people came to it.
6
Sad end
This format in structure completely copies the classic, but it ends far from being so rosy. The tension in the process of narration increases, and in the climax some kind of dramatic event occurs. Nevertheless, the ending of the story should give hope or show certain conclusions that will help to avoid a sad outcome.

In which cases it is better to use this option:

You need to talk about the negative experiences from which you learned certain lessons.
You need to arouse sympathy in people.
You need to influence people through the finale.
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7
All roads lead to Rome
This format involves combining several stories around a central concept. Stories can be completely independent or somehow intersect with each other, but in any case they are united by one message. You seem to bring a lot of evidence in favor of the main idea, as a result of which the story looks very convincing. (By the way, this article, despite the fact that it is not history, is built on a similar principle: we describe different approaches to implementing the same idea.)

In which cases it is better to use this option:

You need to demonstrate how the various phenomena are related to your main message.
Using this format, you can invite a person to become part of a community that shares a certain value.
Many combined stories increase the credibility of the story.
Storytelling is not just about taking a story and telling it beautifully or writing it. It is also to understand the purpose of the story, to study the audience to which it is reported, and based on these data to choose the correct format of the story. Only then will you get the maximum effect.

Well, if you want to immerse yourself in storytelling for real and master all its wisdom, we suggest you take our storytelling course. In this online program, in 5 weeks you will learn how to express your thoughts in an interesting, reasoned, original and witty way, so that you are interested in reading and listening, and so that after your story people do what you want them to.