Feb 1, 2022
Storytelling isn’t just a way to share your business’s stories
and information; it’s a way to connect with your audience and
elicit meaningful emotions on their voyage through their customer
journey. In today’s episode of Aligned, we’re taking a look through
the Aligned Archives to relisten to Sean’s conversation with
commercial film director Taylor Robinson in this two-part episode.
The topic? The art of storytelling.
Applying storytelling to sales:
- The difference between bad and good storytelling is the
dialogue that allows the viewer to participate.
- A good story is, above all, relatable to the audience in some
- Taylor’s favorite movie is Jaws, yet he has never been attacked
or bitten by a shark.
- However, he knows what it's like to be scared. And great
storytelling finds the shared link (like an emotion) to make the
audience experience the story themselves.
- Often, the most challenging hurdle Taylor encounters when
working with clients is the initial creative process, and the
marketer or professional doesn’t know their story.
- Companies tend to talk about themselves. But the secret is to
stop and ask what stories your audience wants to hear.
Starting a Successful Story:
- Start with two things: First, what do you want to accomplish?
Second, what information does the audience need to achieve what I
want to accomplish?
- When crafting your story, begin with a hook: an
attention-grabbing narrative that establishes the problem.
- Story structure can be broken down into four parts: the
problem, the character, the solution, and the place.
Crafting stories to achieve business goals:
- Your business should always be secondary. If you want to create
a powerful video, your true star is the relatable emotion or
- An essential secret to storytelling? The stakes, or what the
main character stands to gain or lose.
- If you've got a story with no problem, you don't have a story.
You have a list of features.
What do I do if I see my competitors also telling people
- Testimonials are a popular thing, and many businesses rely on
them. So how do you make better ones? The good can only be as good
as the bad is bad.
- People want to know what happens next. Even if it’s a bad or
repetitive story, the journey to the solution is naturally
You want the audience to be the hero, not the business
(or the product.)
- You want the highest possible production value you can
- If you want your brand to appeal to your target audience, you
need to create messages that look valuable.
- For smaller companies and organizations, you probably don’t
need to (and can’t) spend $2 million on a TV commercial. But
companies like Coca-Cola have to because they’re selling more than
sugar and water; they’re selling a brand, lifestyle, and
Storytelling is a business tool that can draw more value
from your marketplace.
- Your marketing message should look like the brand you aspire to
be, not who you currently are.
- The customer should be the hero, not your business. By
demonstrating what is at stake, you’ll keep people invested in the
- But also, just don’t overthink it. The art of storytelling is
very simple, and if you understand the simple elements of a great
story, you’ll be successful.
- Aligned is a
podcast for executives of emerging middle-market companies and
executives pursuing growth and looking for new levers to
- Order Sean’s book
- To connect with Sean Doyle, find him on LinkedIn, or learn
more about FitzMartin on the company web page.
- You can find Taylor Robinson’s production company at sixfootfive.com and his
storytelling organization at arcstories.com.
Save the Cat by Blake Snyder details the steps to a great
story, especially on the screen.