Storytelling adds a third party to the story – the consumer. As we tell stories we need to be aware of our audience. Who is my story intended for and will they understand the picture I am trying to paint. Will I offend? will they misinterpret my message? Understand the context?
STORYTELLING is the art in which a teller conveys a message, truths, information, knowledge, or wisdom to an audience – often subliminally – in an entertaining way, using whatever skills, (musical, artistic, creative) or props he chooses, to enhance the audience’s enjoyment, retention and understanding of the message conveyed. Stories are sometimes told purely for joy and delight.
Berice Dudley - Australian Storytelling
Social entrepreneur Michael Margolis states that stories should make the consumer see, feel and believe. In the end the consumer needs to connect with what you are telling in order for the story to be effetive. Think of Toy Story, Cars, Monsters, Inc – Pixar is master storyteller as they offer up stories with deep meaning in a fun and entertaining manner. Even more impressive is that the stories are told in such a way that they have meaning across generations.
How do we tell stories that help our consumers connect with the content?