Comment rester pointu dans la narration et la persuasion dans un monde en mutation?

Think about the stories that have stuck with you through the years. Who told those? What were the messages? Now think about your audience and what would benefit them best. How can your experiences contribute to their learning or growth?

I’ve helped dozens of writers, CEOs and technologists tell stories that drive sales - from film to VC pitches. The success is largely due to one thing: Focus. Imagine this: We’re in the dark and you want to show me something. Your story is your flashlight. If you have a light that spills in every direction, I won’t know what you want me to focus on. Your story is that beam of light. If the message is not trained on a specific, intentional area, it becomes impossible to pull your listener where you need them to be. It’s your story. Shine it in any direction you like. But make sure that beam is laser focused and you’ll have a far better result getting the audience to know where you want them to look.

Doesn't matter if you are crafting a brand story or writing a novel, your purpose is your roadmap. => Whom you are writing for? => Why are you writing to them? => What action do you want them to take after? Remember: Good stories come after clarity!

I believe that no matter how much the world changes in terms of technology, human emotions will remain the same unless we evolve as a species, which may take millions of years. Emotions like love, happiness, greed, jealousy, lust, anger, etc. existed thousands of years ago and will continue to exist thousands of years from now. I read two classics this year, The Adventures of Tom Sawyer written in 1876 by Mark Twain, and The Wizard of Oz written in 1900 by L. F. Baum, and I never felt that I was reading a book written 150 years ago, as the emotions were relevant even today. Look at Avatar: The Way of Water, even after all that CGI, the emotions remain simple and pure. So, if you are good at conveying emotions, you'll do good as a writer.

Know your audience better than they know themselves. If you are able to reach this level of knowledge than you'll succeed no matter what.

Would you tell the story of Aquaman to a hardcore Marvel fan or the story of Iron Man to a hardcore DC fan? No, right? You'll tell Acquaman's story to a DC fan and Iron Man's story to a Marvel fan. That's why knowing your audience is absolutely essential. It helps you craft stories that - Resonates with them. - Motivates them. - Moves them. When you write/tell personalized stories to your audience respecting their preferences, they will remember those stories for ages to come. PS: The Joker is an exception. Because let's be realistic as insane as he is, we all love him, don't we 😅?

Know your target audience ! Always keep them at the forefront of your mind ! Understand their need, and what they are looking for ! Gather their feedback and use it to tailor your approach ! You know why? The voice of the consumer is an essential input into the development of any great narrative 🔥😊

One of the first communication materials I had to create while working in the government sector was a policy awareness document. The target audience comprised ministry officials in high-pressure work environments, lacking time to read through pages of text. To grab their attention quickly, the created knowledge product was entirely pictorial, with a story line and dialogues meant to instill pride in the policies of their own ministry. Not only were the booklets appreciated by the officials, but they also took them home to their kids! Sometimes, we need to flip ideas on their heads & try something unconventional for the target audience, but it will still work because a good story usually does!

Become genuinely interested in people. Never forget that we’re all in people business leadership; without people, we’re nothing. Be passionate about exploring unique potential in people and understand their story that they are willing to share. Empower them to embrace who they are and create value for themselves as well as for their organizations. We all possess a secret superpower that is always inside us, and in plain sight, but sometimes we have a habit of looking too far initially until we are redirected back to discovering what is already inside us: our inner greatness. I challenge you to engage in healthy conversations with people or your audience and really connect with them personally and professionally. Just care. Thats it.

Some effective hook techniques I have seen: 1️⃣ Begin with the ending. People want to know how you got there. 2️⃣ Start with a bold claim. Then build the evidence as to why it's true. 3️⃣ Include emotion in the hook. Link people to you through their common humanity.

A good story needs to grab your audience right from the start and keep them engaged. In my experience as a broadcast journalist, the most memorable stories are those that share the experience of a human being, as opposed to talking broadly about an issue. For instance if your story is about a medical breakthrough, your piece should start with someone who could benefit from the breakthrough. After sharing a bit about that individual's personal story, you can transition to the broader elements, for instance explaining the medical procedure, how many people are affected, or the downsides. The story can end by going back to the person who you started with. The ending can look ahead or share that person's hopes/realities.

A structure I’ve seen work really well. The introduction can use any of the following: A Story (which you finish at the end), a powerful Quote, a Counter-Intuitive Statistic, an anecdote, a powerful question. Basically, your job here is to stop them in their tracks. Then you cover the 'This is what I'm going to discuss and this is why you should listen'. In the middle, you combine the messages and evidence with stories and examples that drive the messages home. At the end, you can refer back to what you started with, summarize what you discussed and remind them why it matters. It’s also good to have a final call to action there too.

Coming up with a story is an exploratory process . A structure serves as a great guide but limiting yourself to a structure can dilute your story. Best stories are created when you follow the structure and come up with the first draft . After which all the nuances etc you add become the key differentiator. Think of it like this .. the structure gives you petals , pollens , stems etc but the work you do after the structure spits the story is what adds the fragrance to it . Structure is just the start of the story

The key is keeping listeners engaged. So, create impact right off the top. Or, risk losing folks before you story really starts. In between we all have our own style. Attention spans are shrinking. No matter what our style: our stories must shrink, or our audience will instead.

Understand the power of the voice; the pitch, the tone, the speed and inflections and the powerful pause so you don't sound monotonous.

Humans are curious and adventurous beings. So telling a good and interactive story expresses empathy and emotions to your audience. A good storytelling starts with you. How well can you tell a compelling story about you. If you can not tell a good story about yourself, you can not tell a good story to your audience 🟠 Humanize your story. People are connected to stories. 🟠 Express empathy, trust and authenticity through your story 🟠Tell stories that resonates with your specific audience 🟠 The tone of your story can be ⭐️Formal ⭐️ Interactive ⭐️ Professional ⭐️Academic ⭐️ Humorous ⭐️Cultural ⭐️ Catchy/controversial Stories leave an impact on your audience

Each of us has a unique style, so don't try to pretend to be someone else. Use your own voice. As a broadcast journalist, speak to your audience in a way that connects with them. If you're talking about a complicated issue, make sure you explain terms so that everyone can understand. Speak as though you're talking with a friend to make it conversational. Your tone, your pacing, your facial expressions should match what you're talking about. For instance, if you're telling a fun story, say it with a smile, be excited. On the flip side if you're talking about a somber event, you want your style to reflect the seriousness of the situation. Make sure to practice telling your story to pin down your delivery.

It's important to plan ahead and think about how you come across to others. The stories you tell won't be separated from you in the mind of the audience... so try and step into their shoes and consider how they will experience hearing the stories coming from you.

“Tell your story in a way no one else can.” This is what I always encourage leaders to do, especially when telling their personal stories. You know your story best, and the style in which you share this is your fingerprint. A story can be told in many ways, but how memorable to hear it from someone who has lived to tell the tale and genuinely wants others to learn from it too.

It is imperative to have a set of trusted people with the respective skills to analyse your work and give you constructive feedback. A strong set of critics will only strengthen your piece and your skill.

To hone your storytelling and persuasion skills, seek feedback from a variety of sources. Tap into what the kids are saying, it always provides insight in establishing a good baseline. Connect with your audience via online platforms and discussion forums, and ask for direct comments. Build a trusted network of peers and mentors who can offer constructive criticism and guidance. Regularly evaluate and reflect on your own performance to identify weaknesses, AI can be helpful here. Listening to diverse feedback and recognizing both your strengths and weaknesses can help you become a better communicator. Feedback is part of a continuous learning process. By remaining open to criticism, you will stay sharp and adaptable.

One of the good and bad things about the internet is an overabundance of feedback. In case you need a second opinion on whatever you have written, you can use platforms like Linkedin, Quora, Wattpad, to very easily procure it. Don't take the feedback to heart though. There may be situations where you find more detractors, compared to people who praise and appericiate you. Take only what you can improve, and let everything else go.

Record yourself presenting and delivering your story. Make aware of the strengths and weaknesses of your structure, style, delivery skills, timing and engagement. Possibly, review the recording with your mentor.

Maintaining storytelling and persuasion prowess in a dynamic world necessitates a nuanced approach. Articulate your narrative's intent, emotions, and messaging before soliciting feedback. Listen to feedback with a discerning eye and pay close attention to comments that stress your story diverges from its course. However, exercise prudence in embracing external suggestions. Have a clear vision for your narrative and preserving its authenticity is paramount. Adapt intelligently while upholding your distinct voice.

Stay up on current events and topics. This can give you an edge on what’s going on. Newsletters, podcasts, workshops, blogs and conferences are a great way to get inspiration for stories. Also think about who you are talking to and surrounding yourself with. As a coach, I ask my clients questions. I get insight for them and they help me convey a story.

Everyday some new changes and trends keep coming up! Understanding what interests your audience can help in building content that instantly resonates with them. Keeping up with the trends gives an edge to stay ahead from your competitors.

In our ever-changing world, stay curious, sharp and engaged at storytelling and persuasion. Keep an eye on what's buzzing in pop culture, social media, and relevant industries. Embrace new platforms and communication styles that are gaining traction. Connect with your audience by understanding their evolving needs and preferences. Join online communities, attend webinars, and follow thought leaders to stay in the loop. Adaptability is key – be ready to tweak your storytelling techniques based on emerging trends. The more you tune into the current vibe, the better you can craft narratives that resonate in today's dynamic landscape.

Staying abreast with current trends is a great way to create stories that people can connect with. Times are changing, but it doesn't mean you have to change with it too. Stay who you are, just change the context to modern times so people can connect with it.

Don't focus on the trends. Focus on psychology & human behavior. What changes is how we capture human attention and turn it into action. Trends are good ways to know what's popular, but they fade and new one comes. What's everlasting is human psychology & behavior. Focus on the core of storytelling, not the trends.

Writing is a form of art. When writing a story, try to maintain a kind of suspense. not every story need or ask for suspense, but try it, by not telling right at the beginning what the point is for example. By reveal only a little bit of what's going on at a time. Ask a question at the beginning of the text and only answer it only at the end for example.

Emotions are an integral part of each story. Trends may change but people will always feel things, and want to be heard and understood. The point of storytelling is to show them you understand what they're going through, and use the story to inspire positive change. Until we don't grasp the depth of emotions, we cannot become a good storyteller.

Narrative is an integral part of marketing because it helps create a connection between a brand and its audience. It goes beyond simply selling a product or service, aiming to evoke emotions and build relationships. Several things need to be factored in when building the narrative: 1- Brand Identity 2- Emotional Resonance 3- Educational value of the content 4- Story. I see many companies especially in the B2B space putting more weight on the product features than answering "why the product exists". Just like the product, the story also requires to have a unique value proposition.

Keeping yourself updated about everything that is happening in the world that is impacting people, countries, geo-politics, industries and economies will help you to contextualize your stories and persuade the audience to see your perspective. So, as simple as it may sound, but read... Read as much as you can.

One thing I have found helpful is staying informed about trends: Keep up with the latest communication trends and technologies. Digital media, social platforms, and visual storytelling are continually evolving. Being aware of these trends can help you adapt your approach for different platforms and audiences. I would also add that it is important to have continuous learning: Attend workshops, courses, and seminars on storytelling and persuasion. These can introduce you to new techniques and refresh your existing skills. Online courses and webinars make it easy to access valuable resources from anywhere.