As an Account Planner, I am a storyteller. A storyteller of people’s lives, consumer journeys, data, brand marketing strategy, and problem-solving. I have found that delivering information as a story–whether it’s an idea, a pitch, a sell-in, or a presentation – helps my audience gain a richer understanding of what I am communicating.
Harvey Deutschendorf, an emotional intelligence expert, explains on FastCompany why storytelling is the best way to share ideas that people will remember. “When we listen to a story a lot more happens. Not only does the language processing part [of our brain] become activated, but other parts are used to process the experience of the story for ourselves.”
The key is taking the time to craft the right story, because an idea is often judged on how it is presented, and a great idea poorly communicated is unlikely to inspire anyone. Here are three guidelines that help me craft a story that sticks.