Topic 3 Techniques used to create good stories.

Tips on creating and telling a good story:

  • Paint word pictures
  • Plot your story carefully
  • Identify your audience
  • The way stories are told
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Some storytelling techniques that used by the most inspiring TED presenters:

  • Engage your audience in the story
  • Tell a personal story
  • Create suspense
  • Bring characters to life
  • Show. Don’t tell.
  • Build up to S.T.A.R. moment
  • End with a positive takeaway

A very good example of Brand Storytelling is from NIKE company.

From its inception in 1971 the Nike’s mission is: To bring inspiration and innovation to every athlete in the world.

Nike sees sports as a universal language that transcends cultures, borders and barriers. And that’s how it approaches storytelling – the Nike story is based on a hero archetype.

It’s something that we can universally relate to, and it hits a strong emotional pain point for us.

Are we going to pursue our dreams? – the Nike’s slogan “Just do it!” perfectly captures that message.

Nike inspires you to go out there and take an action, they make you feel like victory.

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“Stories matter and can be used to empower and to humanize, stories can break the dignity of people, but stories can also repair that broken dignity.” Watch below the video: The danger of a single story - Chimamanda Ngozi Adichie TedTalk 2009.