Hugo Slimbrouck, Director of Strategic Partnerships of Ovation Global DMC, shares his insights on the unique power of storytelling and how telling compelling stories has been, throughout history and cultures, a the preferred method for engaging and enlightening.
Storytelling establishes a rapport between the storyteller and the audience, and great stories are the ones which keep this bond fiery and strong. But, what are the key components of a captivating story?
It is the one that keeps up on the edge of our seats, making us care about the people involved. It is the one that sparks our interest in knowing what comes next, ardently anticipating the ending. And it is the one that will ignite the imagination and elicit emotion in the audience.
There is even a well-known structure, known as the Freytag Pyramid, which describes the framework and steps to create compelling stories. These steps include: exposition, rising action, climax, falling action and resolution.
Most of the greatest stories of all time follow the same basic techniques, so why wouldn’t you?
It is however crucial to align the story to the values and preferences of the audience you are addressing. Searching for a one-size-fits-all solution isn’t nearly as powerful as picturing a problem for part of your audience or a specifically targeted group and then finding a solution.
To put it in terms of your brand storytelling, try focusing on presenting a situation, identifying a possible hurdle on the road and offer a plausible solution. Especially if only your brand has a unique offering.
Read the full article on www.bbtonline.eu, published in September 2017, and discover how powerful storytelling is tightly linked to an effective social media strategy.
About the author
Hugo Slimbrouck is Director of Strategic Partnerships of Ovation Global DMC, the destination services brand of the MCI Group. As a Past Global President of SITE, the Society of Incentive Travel Excellence, Hugo continues to support this association for business development within the EMEA region.
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