Strong storytelling needs to revolve around a singular character (whom we refer to as the Heart of your story). This person needs to have a strong desire. It’s this desire that allows audiences to fall in love with the character–they see that desire and we want it for them. More than just desire, we also need conflict. Conflict pulls the audience in and presents a challenge for the Heart to overcome. It tests the depths of his desire.
THESE THREE THINGS _ THE HEART, DESIRE, AND CONFLICT _ ARE CRITICAL IN TELLING STORIES THAT CONNECT WITH AUDIENCES AND DRIVE THE PREFERRED REACTIONS.
So you see, not everything is a story. And, to be fair, not everything needs to be story. But if you arm yourself with the knowledge of what strong storytelling IS and what it ISN’T, you will be far more likely to reach your audience effectively.
Here are three helpful ways to apply these ideas to what you do:
1. Make sure you and your client are clear on what "story" truly is and that that’s what you want to create together. This animation is a perfect thing to share to help your clients gain a deeper understanding. As you look to build out your story, always ask yourself who is the Heart of this story?
2. Search for that singular person with strong desire that can connect your audience. Inside Muse, our storytelling process, we take this a step further and share the Big 3 Things that every strong character needs.
3. Look to find a conflict that got in the way of the Heart’s desire. This can be harder to find as it may have happened in the past. And your client may shy away from it because it feels negative.
Download this PDF with the incredible powerful document on what story truly is, by Patrick Moreau, founder.