Storytelling Material

By Group 10 of Class B
1. Deandra Herky.A (1205030062)
2. Dimar Anjaba (1205030072)
3. Faiz Aswan Assiddiq (1205030088)

What is storytelling?

Storytelling is the process of using fact and narrative to communicate

something to your audience. Some stories are factual, and some are embellished
or improvised in order to better explain the core message.
While this definition is pretty specific, stories actually resemble a variety of
things. This graphic from ReferralCandy helps outline what stories are and are
not. Storytelling is an art form as old as time and has a place in every culture
and society. Why? Because stories are a universal language that everyone —
regardless of dialect, hometown, or heritage — can understand. Stories
stimulate imagination and passion and create a sense of community among
listeners and tellers alike.

Why Do We Tell Stories?

There are a variety of reasons to tell stories — to sell, entertain, educate or

brag. We’ll talk about that below. Right now, I want to discuss why we choose
storytelling over, say, a data-driven powerpoint or bulleted list. Why are stories
our go-to way of sharing, explaining, and selling information? Here’s why.
Stories solidify abstract concepts and simplify complex messages.

We’ve all experienced confusion when trying to understand a new idea. Stories
provide a way around that. Think about times when stories have helped you
better understand a concept … perhaps a teacher used a real-life example to
explain a math problem, a preacher illustrated a situation during a sermon, or a
speaker used a case study to convey complex data.

Stories help solidify abstract concepts and simplify complex messages. Taking
a lofty, non-tangible concept and relating it using concrete ideas is one of the
biggest strengths of storytelling in business.

Stories bring people together.

Like I said above, stories are a universal language of sorts. We all understand
the story of the hero, of the underdog, or of heartbreak. We all process emotions
and can share feelings of elation, hope, despair, and anger. Sharing in a story
gives even the most diverse people a sense of commonality and community.

In a world divided by a multitude of things, stories bring people together and

create a sense of community. Despite our language, religion, political
preferences, or ethnicity, stories connect us through the way we feel and
respond to them … Stories make us human.

What makes a good story?

Words like “good” and “bad” are relative to user opinion. But there are a few
non-negotiable components that make for a great storytelling experience, for
both the reader and teller.

Good stories are …

 Entertaining: Good stories keep the reader engaged and interested in

what’s coming next.
 Educational: Good stories spark curiosity and add to the reader’s
knowledge bank.
 Universal: Good stories are relatable to all readers and tap into emotions
and experiences that most people undergo.
 Organized: Good stories follow a succinct organization that helps convey
the core message and helps readers absorb it.
 Memorable: Whether through inspiration, scandal, or humor, good stories
stick in the reader’s mind.

The Storytelling Process

We’ve confirmed storytelling is an art. Like art, storytelling requires creativity,

vision, and skill. It also requires practice. Enter: The storytelling process.
Painters, sculptors, sketch artists, and potters all follow their own creative
process when producing their art. It helps them know where to start, how to
develop their vision, and how to perfect their practice over time. The same goes
for storytelling … especially for businesses writing stories.
Why is this process important? Because, as an organization or brand, you likely
have a ton of facts, figures, and messages to get across in one succinct story.
How do you know where to begin? Well, start with the first step. You’ll know
where to go (and how to get there) after that.

1. Know your audience.

Who wants to hear your story? Who will benefit and respond the strongest? In
order to create a compelling story, you need to understand your readers and who
will respond and take action.
Before you put a pen to paper (or cursor to word processor), do some research
on your target market and define your buyer persona(s). This process will get
you acquainted with who might be reading, viewing, or listening to your story.
It will also provide crucial direction for the next few steps as you build out the
foundation of your story.

2. Define your core message.

Whether your story is one page or twenty, ten minutes or sixty, it should have a
core message. Like the foundation of a home, it must be established before
moving forward. Is your story selling a product or raising funds? Explaining a
service or advocating for an issue? What is the point of your story? To help
define this, try to summarize your story in six to ten words. If you can’t do that,
you don’t have a core message.

3. Decide what kind of story you’re telling.

Not all stories are created equal. To determine what kind of story you’re telling,
figure out how you want your audience to feel or react as they read.

4. Establish your call-to-action.

Your objective and call-to-action (CTA) are similar, but your CTA will
establish the action you’d like your audience to take after reading.
What exactly do you want your readers to do after reading? Do you want them
to donate money, subscribe to a newsletter, take a course, or buy a product?
Outline this alongside your objective to make sure they line up.
For example, if your objective is to foster community or collaboration,

your CTA might be to “Tap the share button below.”

5. Choose your story medium.

 Stories can take many shapes and forms. Some stories are read, some are
watched, and others are listened to. Your chosen story medium depends on your
type of story as well as resources, like time and money.

6. Write!
Now it’s time to put pen to paper and start crafting your story. With your core
message, audience objective, and call-to-action already established, this step is
simply about adding detail and creative flair to your story. Read more about our
storytelling formula to help you with this step.

7. Share your story.

Don’t forget to share and promote your story! Like with any piece of content,
creating it is only half the battle — sharing it is the other. Depending on your
chosen medium, you should definitely share your story on social media and
email. In addition, written stories can be promoted on your blog, Medium, or
through guest posting on other publications. Digital stories can be shared on
YouTube and Vimeo. While spoken stories are best conveyed in person,
consider recording a live performance to share later.

Over to You

Storytelling is an art. It’s also a process worth mastering for both your business
and your customers. Stories bring people together and inspire action and
response. Also, today’s consumer doesn’t decide to buy based on what you’re
selling, but rather why you’re selling it.

Storytelling helps you communicate that “why” in a creative, engaging way.

Plus, isn’t storytelling more fun?

Story Telling Example : https://youtu.be/vWAsGVdRTv0