3 Tips To Find, Structure, and Write Authentic Personal Brand Stories
Six months ago, I walked into an auditorium, and walked out with a dream.
It was my first time at a Story Slam—and if you’re not familiar with the concept—picture stand up comedy night; except the performers tell stories instead of jokes.
I was instantly smitten by the raw, unpretentious format.
From the moment the storytellers started, there was no low glow of an iPhone screen to be seen.
We were all hanging on their every word. Not because they were perfect.
In fact, every one of these professional, award-winning storytellers tripped over their words a little at one point or another.
But the way they conveyed emotion and built up suspense was so masterful, it didn't matter it wasn’t TED Talk level polished.
It was real. And the whole place forgot about their problems and their phones for an hour.
Before we got up from our folding chairs to leave, I turned to my husband and said, “I want to do that!”
I take the stage for my first story slam in 10 days. 🎉💃
Not as a marketer.
Not as a journalist.
But as a different kind of professional storyteller.
One charged with entertaining a crowd on a Saturday night.
I’m 85% pumped. And 15% terrified.
And 100% better at storytelling than when I began the process of finding, structuring, and writing for the stage just a few weeks ago.
Today, I want to rip down the curtain and share the best techniques I’ve picked up and honed as a prep.
Because while live storytelling is more art than marketing, I believe it’s the sincerest form of communication.
Modern marketing can learn a thing of two about authenticity from this approach. I know I did.
Let’s dive in.
3 Tips To Find, Structure, and Write Engaging Personal Brand Stories
1. A Simple Way To Find Compelling Brand Stories
When I was invited to share a story for the show, I didn’t miss a beat before I said heck yes. It was only 20 minutes after the high-on-life feeling faded that I realized, I have no idea what story to tell. Luckily, there was a theme for the night, which immediately conjured up contenders. When I’m thinking of stories to tell in my content, having a theme helps too. The trick here is that it has to be specific.
Less “tell a story about marketing” and more “tell a story about how marketing feels less like marketing when you wrap it in a story.”
The specificity of the subject makes it easier to bring to mind examples from real life.
Think about topics that come over and over again in your work.
Mine your memory for specific times when it appeared in your life to use as examples. You’ll probably discover quite a few memories to choose from.
To narrow it down, choose the story with an unexpected element.
Like when you thought something was going one way and it went another. Or, when you had to deal with the issue differently than you normally would. These memories are story worthy.
Like we talked about last week, good questions reveal good stories.
Getting into the habit of prompting yourself for these moments will help you create a go-to story bank you can call on for years to come.
2. Build Tension Without Piling on Unnecessary Detail
You know how great stories pull you in? Every line makes you wanna read the next. This is hands down the best technique I’ve picked up to make that happen. It came from one of my storytelling mentors, and it’s been a real game changer in how I structure my stories, both for the stage and in my content.
Every line in the middle of your story should answer one question and raise another.
This is how you connect the dots, taking an audience from A to B while building tension along the way until you reach the climax, when you give people the resolution they’re now dying to hear.
As a journalist and marketer, I did this subconsciously for decades, but having the intention behind the structure makes it so clear what details to cut and what details to keep.
“Longwinded” and "rambly” is how my clients often describe their attempts at storytelling when we first meet, which is why I am dedicating an entire lesson to learning this structure inside my upcoming storytelling cohort. You can join the waitlist here.
3. Teach Without Preaching
The single biggest difference between the stories that work on stages and stories that work on social media is how to land the message.
In marketing, we use stories to make messages clear. But so often it reads preachy instead of empowering. You’ve probably read those types of stories on social media. They start strong but you almost immediately realize you're being persuaded or convinced.
Live storytelling doesn’t have that problem. Because in live storytelling, the lesson is implied. Borrowing aspects from that approach, we can tell stories that inspire our audiences to take action without making them feel bad or giving them the sales ‘ick.’
We all have stories that give people insight into what we do, why we do it, and how it helps them. When you clearly articulate those stories your ideas and offers seem like the obvious solution, not a forced one.
Moral Of The Story
The process of telling a story, by first mining your memory and then reflecting on how your experience helps others, not only helps you express yourself better, it helps you understand yourself better.
This is the root of all authentic personal brand storytelling.
Thanks for reading,
Cyndi
