I was recently helping my daughter with some research on a topic for her class presentation. As we googled the subject, I was teaching her how to develop story content by pulling out the salient points on the topic to include in her report.
What I found interesting about the topic, she obviously didn’t with the response…
“Mom, they already know that. I don’t want to bore my audience to death. If I include that, they’ll all fall asleep on me.”
She continued to draw on facts and tidbits she thought her class might find interesting. The fact that she didn’t pull the key elements to the story in chronological order didn’t matter to her.
What did matter to her was that she was telling the story in her own way, creating a story that she thought would engage her audience with information she felt was relevant and interesting.
Wow! At age 10, she already knows the fundamental concept of storytelling.
Put yourself in your their shoes
As this little 360 degree lesson taught by my daughter reminds us, you have to put yourself in your audiences’ shoes… it will give you a new perspective when developing your story. To effectively get your ideas across, you must first figure out who your audience is, what they currently know and what more they want to know.
Then, think about how to guide them from their current knowledge to what you need them to know to get them to respond (call, visit, sign-up). To do this, try answering the following questions:
- Who is my audience?
- What does my audience already know about the topic?
- What does my audience need to know?
- What questions will my audience have?
- What’s the best outcome for telling my story? What do I need to say to get my point across?
- What’s the best outcome for my audience? What do I need to say to get them to act?
Identifying your audience needs will do more than ensure that you write clearly. It will help you create a story that is relevant, engaging and personal, directly targeted to your audience.
Elementary, isn’t it?
About the Author
Deanna White has always been passionate about marketing and public relations. Owner of storylinePR, Deanna is best known for taking it beyond the pitch. For building brands & bottom lines with the right channels to share your story. http://www.storylinepr.ca.