You cannot become an excellent storyteller and writer in a day, a month, a year, and sometimes even in a lifetime. It's all about practice, the ability to work with feedback, but most importantly - understanding the product, the audience, and human nature globally. Without this, stories will sound false. Nevertheless, what's written further is just a fraction of technical knowledge.
So, the foundation of any story:
- Hero. The main character. It could be you, your friend, mom, client, business, a mythical character - anyone.
- Place and Context. The environment where the events unfold.
- Goal. Some message, moral. The reason why you started the story.
- Plot. What unites the previous points. A structure that ensures the interaction of the story's elements.
Now in more detail. With the hero, it's more or less obvious - this is a mandatory attribute in both literary and commercial text-stories. It's good if the reader, viewer, or listener can associate themselves with this character, empathize with his fate. Obviously, authenticity and reality are important for this.
If you lack understanding - go to the fields and observe. Not the mythical target audience
of middle managers aged 25−30 years, but real people.
Novice authors often underestimate the importance of the second point - the setting. Essentially, this is the environment in which we find the hero of the story, its context. Poor development often leads to dullness and distrust. It's like in a detective story - can you trust someone who gets confused in their testimony and misses important details?
The next point is the goal. And this is by no means advertising. Think about why you tell your friends about your impressions of a new movie. It's unlikely to get them to go to a specific cinema. For the most part, you don't care, even if they watch a pirated version. You just need to share your emotions, express your opinion, show your stance. Modern content consumers can sense bias from a mile away, so trying to hand them the same TV or print advertising under the guise of a story is hardly a good idea.
And finally, with a focus on the pursued goal, the plot is what happens to the hero in the described conditions. There are many requirements for what makes a good plot, and this is even taught at universities. But to get a basic understanding, there's a quicker way - read, for example, Jürgen Wolff or Annette Simmons.
Everything else - lexical and compositional techniques, style, means of artistic expressiveness, and much more - helps the skeleton of the story to gain muscles and skin. But, like with body structure, it's complicated. And it takes time, so we'll only say a bit more about emotionality and manipulations.
Emotionality can be considered an integral component of storytelling. A good story should evoke emotions; emotions often form the basis of stories. Emotional content gets more response - this is an axiom. Look at which materials often go viral, and how many 'Likes' and shares on social networks posts about homeless animals gather.
How to make your stories emotional? There are special lexical, syntactic, morphological, and intonational techniques for this. And a dozen others. But the most important thing is simply not to exclude feelings and impressions in the pursuit of clarity and argumentativeness of the text."
Choose situations familiar to people, create characters that are 'one of their own'. Consciously make stories 'experiential'.
Based on this, manipulations also work in marketing stories. Where emotions reign, facts and rationality do not always become the basis for decision-making.
There are also many methods of manipulation: from euphemism, where the main idea is paraphrased or hidden, to more complex techniques like the Milton model. These are used by politicians, media, and individual authors. And all of us in life, often unconsciously.
And in conclusion. Storytelling doesn't necessarily mean a story in the direct literary sense. It can be anything - infographics, video, meme.. And a boring encyclopedic article can always be presented in the form of an infographic.