The 10 Most Important First Rules of Storytelling and How to Make Them Work for You

Storytelling consultant and filmmaker Harvey Ovshinsky of HKO Media and public relations guru Sharlan Douglas of Douglas Communications Group are longtime friends and business partners. They collaborated on this article for NEW, with Harvey providing his “10 Most Important First Rules of Storytelling” as the big picture and Sharlan illustrating his principles with specific communications techniques.

HARVEY: What’s your story about? Content is everything. The First Most Important First Rule of Storytelling is to have something to say. What’s your idea? Who are you? Why are you? What are your goals? What do you stand for? What’s your focus?

SHARLAN: More important, how are you different from your competition? What do you do better than anybody else? Believe me, everybody has competitors. In the nonprofit world, you may not be focused on defeating your competitors but you do want to avoid duplicating services. We discovered that one client, a professional service firm, has a significantly lower staff turnover than their major competitor. All their marketing materials used candid photos of and quotes from the staff. It put a personal face on the company and we could create print materials confidently, knowing that those people would be at the firm long term.

HARVEY: What’s your story really about? Nobody cares about your story unless it feels like theirs. The Second Most Important First Rule of Storytelling is to identify your theme. What’s your point? Remember, plot is what happens to you, but your theme is what happens to your clients, customers, and stakeholders when they experience your story.

SHARLAN: Use testimonials; they are a powerful marketing tool. In a film for Blue Cross Blue Shield, Harvey elicited moving stories from people who’d been helped by the insurer. For an Internet bookseller, each biweekly e-newsletter contains praise from a satisfied customer.

HARVEY: Ready, fire, aim? Every story needs a plot. The Third Most Important First Rule is to organize and structure your content for maximum impact. There’s a reason why stories have beginnings, middles, and ends. And not the other way around.

SHARLAN: But don’t make your story too complicated. People have short memories. Develop between three and five key messages that cover the important elements of your business and say them often. Follow this link for more information about key messages.

HARVEY: You talkin’ to me? Know your audience. Understand whom your story is for. Is it “one size fits all’ or does your story speak to a particular group with specific requirements, desires, and interests? What do they want? What do they need?

SHARLAN: Where does your audience get information? You have to go where they are. Just because you use Facebook doesn’t mean they do. They may be there but they may be in church or at a PTA meeting or a motorcycle rally.

HARVEY: Who is your story about? Viewers need someone to care about and identify with. Identify the characters in your story. Don Hewitt, the man who created “60 Minutes,” was right when he said the flood might have been about evil. But the story was about Noah!

SHARLAN: When writing news release and pitching stories, don’t tell what you do; show what you did for others.

HARVEY: What’s your touch? Don’t lose yours. Identify what Hollywood screenwriters call the “touch.” What you do is important, but it’s how you do it that sticks and makes your story unforgettable. Like characters in a story, every company and organization has its own touch. The Sixth Most Important First Rule of Storytelling is to identify yours. And while you’re at it, ask yourself what is your attitude? Every character has one. Know the tone or attitude of your brand. How do you want people to feel when or after they hear/see/ experience your story? And even more importantly, what do you want them to do?

Watch your language. Show don’t tell. Find the most compelling words, audio and visual images that engage viewers and keeps them interested. Be concise. Be specific. Be authentic. Say what you mean. And mean what you say.

SHARLAN: Touch and attitude often are expressed visually – color, graphics, fonts -- in an organization’s branding. They also are reflected in the tone of your writing. Is it formal, breezy, irreverent or poetic? Having established all that, remember that different media require different dialects. Especially with your website, remember that the user (customer) rules. Anticipate what she wants and give it to her in the most concise way.

HARVEY: Where’s the fire? Why this story? Why now? The Ninth Most Important First Rule of Storytelling is to ask yourself why this story is important. What’s the urgency, the single most compelling reason why people should care about your story?

SHARLAN: What is the customer’s pain? What worry, concern, doubt, anxiety or fear can you alleviate? What need can you satisfy?

HARVEY: Surprise! Every story thrives on its twists, turns, and surprises. The Tenth Most Important First Rule of Storytelling is to show and tell your customers and clients something they don't already know, or at the least, don’t expect to hear from or about you. Astonish your stakeholders. Find ways to attract their attention keep them fascinated and they’ll come back for more!

SHARLAN: If you’re going to surprise them, you have to know what they know and don’t know. Listen constantly, using tools like annual assessments, group feedback sessions, quantitative surveys and random one-on-ones.

HARVEY: This was fun. I’m thinking the Eleventh Most important First Rule of Storytelling is to get help: Find a consultant or a collaborator who can help you dig deeper and scratch the surface of your brand. Don’t stop, go further.