I’ve spent years figuring out how to tell stories that truly connect – not just sell. And now I’m giving it away to you, in short, instantly usable points.

Most people share stories as a decoration, to fill a caption or evoke emotion, without too much or any context. Marketers share stories to drive meaningful emotion and connect on a deeper level with the goal of making people see themselves within them. it’s then and there you know it’s a good, quality storytelling. And I’m here to share several ways you can improve your writing and become a better storyteller, based on my experience and the things I wrote and read. What started as 5 basic rules of storytelling – a point I’ve heard and somewhat agree upon almost a decade ago, now is a bit more contextualized and detailed framework I hope will be of service to you. So, let’s dive in.

Good storytelling explains why

The best stories don’t just sound good – they connect and they explain why it matters. Don’t just post for the sake of it or because you saw others to it that way. Drop the empty “value post.” Instead, tell people what changed for you – and why it should matter to them. One of the best examples to learn from are the TOMS shoes. They perfected their storytelling so much so it became the bridge between the brand itself and the audience’s lived experience. Each and every customer of their brand became a donor – a partner – to their cause of supporting children’s education, health and well-being through sharing a portion of profit to the ones in need across the globe.

It starts in the middle of the mess

We’ve learned by now that perfection is the thief of joy and excitement and fun. And in that sense, perfect intros are boring – people want and need the tension, not the summary. They crave being dropped right into the moment of things. Take Nike, for example. Their campaign “Winning isn’t comfortable” opens by showing sore muscles, lonely early moments and the struggle. Instead of the winning, they start by acknowledging the pain involved in training and competition. Instant emotion drive that their audience can resonate with.

Good storytelling shows contrast

Think about before and after, belief vs. truth, pain vs. gain, problem vs. pattern. By doing so, you make it instantly easy to make the transformation more visible, more relevant and caring. Because remember, we want people to feel, that is what drives the action – not the logic. That contrast is what makes transformation visible and meaningful, just like in The Humane Society of the United States case. Their 2023 campaign used before/after approach to tell a story of animals suffering and how exactly do donations help in transforming animals from a state of neglect to one of health and happiness. All thanks to their target audiences’ contributions.

Replace teaching with turning points

Instead of teaching, tell/show/share the moment that changed you – that turning points in your journey say more than any “3 tips to…” ever could. Like when the Sydney Opera House fell silent during the pandemic – that stillness was the turning point, the story. It didn’t need a lesson, just the moment itself to show what change, loss and appreciation really feel like. It perfectly described a moment of pause and reflection when the building, usually full of performances and visitors, became “at rest” during Covid – it lives now as a story of the survival of the arts during these difficult times for us all.

Pull people in with sensory detail

Your reader’s brain trusts what it can picture so make them hear it, see it, feel it. It’s how a story becomes real. And talk what you will about Lush Cosmetics, they sure are the masters of sensory storytelling… from a mile away, at times. From scents, to bright neon colors, to staff interactions – they are doing it all and are a great example.

End with insight, not instruction

Instead of telling people what to do next (remember, we’re talking about storytelling, not selling here), share what changed in how you see things, or your beliefs – it will make people resonate with the story more. Use words to picture a moment of clarity that invites people to think and make their own conclusions out of it and not instead.

Put things into a self-perspective

Show that you recognize and acknowledge how you’ve changed – that type of self-awareness makes your story real, genuine and not rehearsed. In this context, look no further then Patagonia, outdoor clothing and gear company that made environmentalism part of its brand identity. By acknowledging their negative impact on nature, their transformed their way of doing business into more sustainable manufacturing, waste reduction and ongoing environmental activism. A step or two in the right direction more people should follow.

Give your story a heartbeat line

That one memorable sentence people repeat when they think of you – your catch phrase if you will. It could be a phrase, a belief, or a question – but it should sound like something only you would say. Like Nike’s “Just do it”, Airbnb’s “Belong anywhere”, L’oreal’s “Because you’re worth it” – or mine: done is better than perfect 😊

It’s like shaping a mantra that sticks to people’s minds.

To conclude

Like Maya Angelou once famously said: “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” And that’s what I think storytelling truly is – a bridge between information and emotion, of what you say and what people feel when they read it. You don’t want to aim to sound smart or poetic. Use storytelling to be make people feel understood, remembered, recognized and felt. As well as you, too.

So, the next time you’re thinking about how to tell stories, don’t aim to be clever nor perfection – aim for making meaningful, contextual connection. Because when your words make someone pause, relate, reflect – you’ve already done more than tell a story.

You’ve made an impact.

Now, tell me in the comments how this story impacted you.