By Sarat Pratapchandran

There are few good stories we write, yet so many of us claim to be storytellers.

Storytelling is not a gift we are born with. According to Bernadette Jiwa, author of “What Great Storytellers Know,” it is a skill we can improve with practice. Still, in today’s world, storytelling is commonly discussed in marketing and public relations contexts.

Storytelling is not just about giving TED talks or showcasing oratorical skills. Nor is it simply about starting with “Once upon a time…”. Effective stories must engage, captivate, and move audiences.

For instance, consider this lead from a news story in the The New York Times:

Rebels seized control of Cap Haitien, Haiti’s second-largest city, on Sunday, meeting little resistance. Hundreds of residents cheered, burned the police station, plundered food from port warehouses, and looted the airport, which was promptly closed. Police officers and armed supporters of President Jean-Bertrand Aristide fled.

Roy Peter Clark, America’s writing coach and The Poynter Institute’s Senior Writing Scholar, quotes the above news item in “Writing Tools: 50 Essential Strategies for Every Writer” to show how to create meaning early and keep readers engaged. If the same story were told in an online newspaper today, it might lack impact. The story will lead with Aristide fleeing. It could be bland, repetitive, with lifeless sentences.

Stories need to answer the fundamental question: Why should we care? Online news often features dry, padded stories due to journalese. Storytelling starts by being attentive and focusing on life without earbuds or phone distractions. Observing characters in daily interactions can reveal stories everywhere, like in coffee shops, bus rides, offices, and hallways.

Start your story with: So, tell me about… Be vulnerable, pay attention to detail, and consider how a story can change perspectives. Jiwa, who grew up in Ireland in a house with no books, found stories through conversations and observations. According to her, the best storytellers are present, aware, specific, vulnerable, empathetic, intentional, and brave.

Unfortunately, today’s online reviews, testimonials, and company blogs do not have what it takes to make a great story. A great story engages and moves people into taking action. Does your story do that?

References:

“Writing Tools: 50 Essential Strategies for Every Writer” by Roy Peter Clark.

“What Great Storytellers Know” by Bernadette Jiwa.