Storytelling in a digital landscape
‘The chief virtue that language can have is clarity’ – Hippocrates
Words are fascinating: what we say and how we say it, the phrases we use in birthday or sympathy cards, words spoken in anger or in love, the
books we’ve read, our endless interactions on social media with all its pitfalls, from how we encourage our babies to speak to the almost
incomprehensible jargon of technical or legal documents. A quick internet search for ‘quotes about words’ brings literally thousands of results, evidence that we humans are all about the words.
We use words and language as weapons, to cut and hurt, but also as a warm blanket in which to wrap the lost and bereaved. Words can sell or
kill a business deal, can make or break politicians. We simplify our talk for children and those who don’t speak our language, and we also take
delight in speaking other languages to show that we can communicate outside our own, sometimes narrow, communities. Words have huge power – writers, thinkers, scientists, and artists have recognised that for millennia – but many of us don’t think about this too deeply.
Humans have developed the most amazing, precise, descriptive, beautiful, but also bland and terrible words to communicate everything about their lives. We spill out our hearts, tell our stories, and send basic information with a myriad of word combinations. Words can change how we think, feel and believe, for better or worse; they can stop us in our tracks or they can offer support and guidance, they can even change or bring down societies.
There’s a saying about a picture painting a thousand words, but if we didn’t have those words how could we begin to describe what that picture is telling us, what we feel when we observe it? How could we debate its merits with others, or how could we explain the image to someone from a different culture or who can’t see it (whether they’re blind or not with us in the room)? Then that picture becomes
something that only the viewer can appreciate, love, hate, or absorb information from. We need those thousand words then to explain and understand our experiences, and to share them with others around us.
Words are no different whether delivered in a traditional format - verbal storytelling, the written word, etc. - or for a digital audience, but we may need to be more subtle, more nuanced, to read the [electronic] room and pitch to a different audience each time. Writing a formal document for a business platform requires different skills than a shorter, maybe more ‘chatty’, piece for social media. You may need to write differently if you intend to deliver via video - a script, if you will - or at least have some notes to hand off-camera, to help clarify your message. This is your WHAT - the story or information you are marketing to your audience.
You probably need to work out WHO you are talking to, as well. Are you communicating with others in your own industry, who are well- versed in your particular jargon, speaking to a new audience to engage them in a new topic, or selling yourself or your business to a potential new employer (or employee)? Storytelling isn’t solely the province of picture books for children at bedtime: a well-crafted narrative engages its audience, weaves itself into the imagination of the listener or reader, instils clarity, hope, and trust.
WHY are you talking to your audience in the first place? Are you going straight in to sell something, giving the bare bones of the product or service? For a few storytellers and audiences, this may work well, you could be taking part in a business version of speed dating. More likely, however, you want to explain yourself to your audience (even if you are hoping for sales ultimately). You are describing what you feel passionate about, why you feel that way, who or what drew you into your current position. You are telling your story, building a picture of yourself, and (yes) extolling the virtues of the product or service you hope they’ll buy - but without it being an actual sales pitch. This is storytelling at its best, its most persuasive - you’re encouraging your listeners or readers to KEEP listening or reading, to engage with you, to empathise, and maybe share their own stories in parallel with yours.
When people feel heard, or validated, they often feel more positive and open to action, so your storytelling generates life outside of itself.
WHERE are you telling your story? Website? Social media? LinkedIn or industry platforms? Traditional print media? The benefit of electronic media is that you can edit and react to your writing fairly quickly and easily, but you would need time available regularly to do so. Traditional print media is still useful, and you can produce beautiful, high quality documents, particularly useful for in-person meetings and conferences, but these can be costly and take time to produce. When choosing where to tell your story, thinking about your what, why, and who is a vital piece of the work.
If you find the idea of telling your story is hard for you - your written English skills may not be your forte, for instance, you haven’t the time, or you struggle to know what to write - talk to other people and ask for advice. There are excellent people and organisations that can even do the actual writing for you, but are still telling YOUR story, still giving readers clarity about YOU, marketing what you do to help you stand out from the crowd.
Remember, that once heard or read, it’s difficult to not have those words in your head or heart, and with the internet words and stories are going
to be around pretty much eternally, for better or worse.
One of my favourite quotes from Terry Pratchett sums it up: “words in the heart cannot be taken”
Sounds daunting, but if you tell your story from your heart - even in the business world (or maybe especially in the business world!) - it’s likely to end up in someone else’s heart, too, and you’ll be remembered as someone to trust, someone with clarity, someone with whom they can work.
- Guest blog by Anna Kingston
Visit Anna's Website
Connect with Anna on LinkedIn
Check out Anna's Instagram
Shoo Social Media
137 Bolling Road
Ben Rhydding
Ilkley Leeds
LS29 8PN
01943 430245
Info@shoosocialmedia.co.uk
Company number - 09128796
VAT number - 300856821