Every story has a why? Finding your why is part of good storytelling. The why evolves from the connection between head and heart…a combination of logic and emotion.
I’m Phoebe Chongchua, in this week’s Fit Biz Tip…we’re exploring your WHY.
Last week we looked at the importance of opening lines for your video…if you missed it, be sure to go back and review that Fit Biz Tip. Click here to watch it.
This week we dive into effectively communicating the WHY in your stories.
If you ever sat down and tried to tell a story but found that you’re lost…you don’t know where to begin or what exactly to write…pause and think about your why.
The WHY is the essence and heart of the story. It’s your main message…your reason for creating the video and sharing it.
The problem is that many people have trouble identifying and communicating the WHY, which makes it very difficult to then tell a story.
Stories are the result of three things: a particular situation, an obstacle or challenge, and then a success or resolution.
Let’s break this down. In business storytelling there are a few types of stories. I’m going to share with you three that all have the goal to build trust with the consumer as well as inform and engage.
The “This is Me” story: This story shares your WHY by explaining who you are. Your success and failure moments, your values, your motivation, and what inspires you. This type of story can also address your passion and why you do what you do.
The “Teach Me” story: does exactly that…it teaches your viewers something of value. It helps them resolve their own issues. The WHY is found in the offering of the solution.
The “Value Me” story: isolates values within your company and showcases the value that’s built into your brand. The WHY is in the “Value Me” approach. You highlight what you know your audience values. That could be integrity, commitment, a strong work ethic.
Using these styles of storytelling, you have the opportunity to highlight your WHY and develop trust through a well told story.
Be sure to subscribe to my youtube channel for more videos… and then visit ThinkLikeAJournalist.com to catch our podcast episodes each week. The Brand Journalism Advantage Podcast features thought leaders from around the globe talking about brand journalism, marketing, entrepreneurship, and inspiration. You’ll get a competitive advantage when you listen each week. Find us in iTunes and Stitcher.
Until, the next time…Go Think Like A Journalist.
