Storytelling has become a pretty buzzy concept lately, which––as a storyteller––I think is great. But like any buzzy concept, sometimes its usage gets a bit nebulous. Marketers and fundraisers will talk about storytelling in meetings about campaigns; they’ll know they need to use storytelling in their videos, web content, call scripts, and print materials.
But then they’ll get ready to put that video into production, or put the words on the page, and the “what are we actually doing here??” gets a little fuzzy.
That’s because a lot of times, when people are talking about storytelling, they’re talking about capturing a feeling. They want their ad spot or website to create that “awwww” or “wow!” or “damn” reaction in the audience the way only a well-told story can.
It’s important to know the emotion you want to inspire in your audience. But to put storytelling into practice, you’ve got to start with the basics first.
What is a story, anyway?
Because storytelling isn’t a nebulous concept. It’s a very specific thing. And whether you’re trying to sell your product, or move people to donate to your cause, or entertain friends at a party (when those are part of our world again, LOLsob), storytelling is a great tool. But you have to know how it works to use it right.
I want to preface this by saying I’m going to talk about linear Western story structure; that’s what I know and what I’ve studied. It’s certainly not the only kind of story out there. I’m also going to talk about your run-of-the-mill story with a happy ending and a straightforward plotline. You can find this structure in everything from a 30-second commercial, to a big-budget Hollywood film, to your friend telling you this funny thing that happened to them when they were just trying to buy a soda at the gas station.
A story is a character, in a setting, taking action toward a goal and encountering conflict along the way.
A story has: a beginning, a middle, and an end. There’s a protagonist in a specific physical place, and that protagonist has something they want. Conflict arises and makes it hard for them to get that thing.
Nevertheless, the character prevails. At the story’s end, there’s victory, and often, a gesture at what happens next.
For anyone who didn’t love English class and is having unpleasant flashbacks to vocab words like “denouement,” never fear. You can know the fancy terms or not. Some say three acts, some say five. And it’s fun to throw around terms like “inciting incident” and “dark night of the soul” in daily conversation, sure. (More fun for you than your friends, in my experience.)
But mostly, understanding story structure is about paying attention to what’s out there so you can replicate it on your own and learn to hit those beats. Watch, read, and listen like a storyteller. Keep an eye out for this structure.
Beginning, middle, end.
Goal, conflict, and nevertheless, victory.
We’re so used to this we don’t even notice it. So by beginning to notice, you’re already well on your way to a deeper understanding of storytelling.
Here are two well-known examples that are both books and movies.
First, LORD OF THE RINGS by J.R.R. Tolkien.
[GOAL] Frodo wants to destroy the evil Ring,
[CONFLICT] but Sauron sends ring-wraiths and armies to thwart him.
[NEVERTHELESS, VICTORY] Despite these challenges, Frodo and his trusty friend Sam manage to evade Sauron’s minions and cast the ring into the raging fires of Mount Doom.
Next, THE HATE U GIVE by Angie Thomas.
[GOAL] Starr Carter wants to find a way to be her authentic self both in her mostly-black neighborhood and at her preppy, mostly-white school.
[CONFLICT] When she witnesses one of her friends killed by police and sees her community divided by the shooting,
[NEVERTHELESS, VICTORY] she turns her activism into a way to find her voice, stand up for what’s right, and discover her true self.
Keep in mind these examples highlight the story structure. It’s not how you’d actually tell the story––just the bare-bones outline that shows the way the narrative’s arranged.
In later newsletters, we’ll get into strategies for making your story memorable, effective, and––if needed––persuasive. But you’ve got to nail that structure first. Which is why next week, we’ll look at how this same structure can apply outside the world of fiction, in the kind of storytelling you’d encounter on a company website or the back of a branded package.
AKA, get ready to sell some imaginary loaves of sourdough bread.
See you all next week. In the meantime, happy storytelling!
Erin
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Erin Becker (she/her)
Writer | Communications Consultant | Storytelling Expert
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