The Hows and Wows of Storytelling
While most of us don’t remember the exact moment it happened, many can still easily (and quickly) recall the five Ws of writing: Who, What, When, Where, and Why.
But these aren’t the only questions you should be asking when building narrative content! Learning the method (How) and unique qualities (Wow) of your situation creates a lasting impression on audiences that can lead to gains in awareness, engagement, and profit.
Unsure of where to start when it comes to sharing your story? Don’t worry! Here are some questions that can help you dig deep after setting your scene.
HOW?
Your goal here is to make your readers feel like a budding expert on the subject. Share intimate knowledge about the process with words that make even the most complex concepts relatable. Walk them through each step in ways that they can easily retrace and lead others through without your assistance. This will empower them to take action and rally the troops around your cause.
Questions to ask yourself or your interviewee:
How did this happen?
Make it known what milestones were passed, so they can be recognized in the future
How does/will this impact the surrounding communities?
People care about what concerns them, so establish a reason for their involvement
How can I help?
Simple, we know, but effective in creating an easily replicable needs-based action plan
WOW!
Imagine your readers sitting there after reading your story, their mouths agape and minds a-blown. They can’t believe what they just learned! Is that really true? They pass it (a link, a screenshot, a snap) along to their friends and family, seeking confirmation and the experience of shared discovery. All the while, your name/mission/CTA is being shopped around organically, drawing in new inquiries and leads.
Questions to ask yourself or your interviewee:
What shocks you about this situation?
If there are multiple answers, rank them and use the top three that hit you hardest
How would you sum up this story in three words?
These words can concisely describe the feelings you’re looking to evoke in your readers
Why do you care?
Another seemingly simple question, that gets to the point at
These questions can guide any marketing team towards meaningful, memorable messaging. But we’re here and happy to help you navigate the nuances of narratives any time – just contact us for a consultation!
Article by Erin Poppe