“Life is really simple, but we insist on making it complicated,” Confucius said.
Storytelling is the heart and soul of any marketing strategy, and my friend Jim Small, Senior Director of Storytelling & Engagement at The University of Notre Dame, and an accomplished storyteller feels there are five simple and powerful steps to successful storytelling:
- Audience – know and understand your target(s) and keep this assessment and findings simple.
- Walkaways – what do you want your audience to think, feel and do after your story is told?
- Channels – what are the most effective and efficient channels to tell your story?
- What Does Great Look Like — what do you specifically want your storytelling to accomplish that will be perceived as great by your organization?
- Story – what story will you tell your audience to get them to think, feel and act to achieve something great?
Those are really simple and powerful steps, right? I have dubbed this the Harmony System.
Jim should know. He has been involved in many successful projects and campaigns at Notre Dame. His career credentials include success at major ad agencies and publishing companies. Jim co-founded Story Worldwide which was one of the first accomplished storytelling organizations with operations around the world.
Jim is a lifelong Irish fan and reports on compelling Notre Dame stories in his blog NDGoIrish (which “has now served more than 1.25 million.”) His team creates and manages a daily storytelling platform for Notre Dame called The Daily Domer.
How are you keeping your storytelling simple and powerful?
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