This edited extract is from Knowledge Storytelling in Advertising by Caroline Florence ©2024 and is reproduced and tailored with permission from Kogan Web page Ltd.
Half One among this e book outlined the necessity for information storytelling, the advantages of information storytelling for the advertising and marketing perform, and the practical boundaries that may get in the best way of making an amazing information story.
Half Two solutions the query: ‘What do I must do to create an amazing information story in observe?
The 5R2 roadmap has 5 key levels with anticipated outcomes, every supported by three sensible steps.
Make It RELEVANT
A related information story should give attention to the viewers’s data ranges, wants and preferences and will embrace:
- A transparent premise that can generate a transformation within the hearts and minds of the viewers.
- A transparent understanding of the context aligned to the viewers’s wants.
- A targeted story that solutions the killer query for the viewers.
A related story requires strategic pondering abilities to stipulate the story plan.
There are a number of advantages to this stage, together with:
- The chance to realize early enter, collaboration and co-creation to feed into your story improvement.
- A transparent sense of objective to maintain your story improvement on observe.
- An opportunity to get nearer to proper first time, thus saving vital iteration time on the later levels of your story improvement.
Make It ROBUST
A sturdy information story should stand as much as scrutiny and will embrace:
- A stable interpretation drawn from a variety of dependable information sources.
- An information-driven argument and advice primarily based on correct and updated info.
- An insightful viewpoint offering the viewers with a ‘So what?’ and ‘Now what?’
A sturdy story requires robust evaluation abilities to floor and uncover the important thing insights.
There are a number of advantages to this stage, together with:
- The chance to uncover new insights and concepts, relatively than predictable findings.
- An opportunity to attract out richer, nuanced insights that can provide depth to your information story.
- A way of confidence within the credibility of your interpretation and suggestions.
Make It REFINED
A refined information story should present a transparent and compelling narrative and will embrace:
- A narrative decision that’s synthesized and distilled right into a key message.
- A stress-tested story decision that may drive actual selections and actions.
- A compelling construction that makes it straightforward to observe the argument.
A refined story requires important pondering abilities to construct an information story that’s straightforward to observe and have interaction with.
There are a number of advantages to this stage, together with:
- The possibility to pinpoint the particular ask the info story must get throughout to the viewers.
- A way of confidence that your information story provides the viewers options which might be each commercially viable and virtually possible.
- The chance to focus your viewers on selections wanted or actions required, relatively than all of their power getting used to grasp the insights.
Make It RELATABLE
A relatable information story wants to complement the perception message with an emotional connection and will embrace:
- An empathetic understanding of the people concerned within the information story.
- A customized strategy that speaks to the particular goal audiences’ hearts and minds.
- An participating story movement that pulls the viewers in.
A relatable story requires emotional intelligence to create a narrative grounded in actual life and enriched by human expertise.
There are a number of advantages to this stage, together with:
- The elevated probability of reducing by and resonating with the viewers.
- The possibility to affect actual outcomes and significant outcomes.
- A way of confidence in your skill to combine information, logic and emotion in your information storytelling.
Make It REMARKABLE
A exceptional information story should minimize by the noise, land the message and supply a catalyst for motion and will embrace:
- A straightforward-to-follow and accessible information story presentation.
- A spread of digestible micro-content that appeals to a variety of viewers wants.
- A storytelling supply that’s provocative and stimulates reflection and debate.
A exceptional story requires artistic pondering and aptitude to execute a narrative that can stand out from the gang and drive motion.
There are a number of advantages to this stage, together with:
- The power to maintain a distracted viewers’s consideration.
- The chance to drive additional curiosity in your information story.
- The possibility to disrupt the established order and transfer past default pondering.
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