How to Get Storytelling Right Every Time

As I peruse social media (which I do a lot for *cough* marketing), I see writer after writer step up and ask the same question:

What makes a good storyteller?

Or, to put it another way,

What makes a story engaging?

Lots of answers go into technical detail about how to tell your story well. For example, engage the senses. Get the pacing right and cut the fluff.

But great storytelling isn’t about perfectly arranging technique like flowers in a vase. Think about it. Dickens isn’t Rowling, Rowling isn’t Patterson, and Patterson isn’t Hemingway. They all have wildly different approaches, yet we’d never dare to say that any of them stink. And that’s because great storytelling is far less about voice and much more about empathy.

What this means in a nutshell is that, if you want to write well, you have to connect to the audience. And doing that, paradoxically, requires you to forget your own story for a moment and hone in on theirs. What have they experienced? What makes them excited? Sad? What dreams do they have?

It’s only after you know their story that you can match them to you, that you can pinpoint what elements of your story that they’ll find relatable. People don’t really like to hear that, because learning someone’s story can take time–lots of us want immediate gratification and results, the ability to create a draft on demand and at rhythm of our own choosing. But once you have reliability, you have engagement.

It’s all about knowing who you’re talking to. And by “know”, I don’t just mean what you write in a proposal package (e.g., Caucasian females, aged 18-40). You have a sense of how they think and what they do, and you have to know how to use what they know to paint your picture. You have to feel as though, even though you’re putting words to the page in a way that’s your own, you are having a very instinctive, reverent conversation. Everything you write is something your ears have spoken.

So don’t worry so much about your paragraph size or any of that. Worry about how deeply you know people. That is what will train your pace, give you the analogies, and allow you the important details all great stories are built on.

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Published by

Wanda Thibodeaux

Wanda Marie Thibodeaux is a freelance writer based in Eagan, MN. Since 2006, she has worked with a full range of clients (e.g., Prudential, Duda Mobile) to create website landing pages, product descriptions, articles, professional letters, and other content. She also served as a daily columnist at Inc.com for three years (250,000-300,000 monthly page views), where she specialized in content on business leadership, psychology, neuroscience, and behavior. Currently, Thibodeaux accepts clients through her website, Takingdictation.com. She is especially interested in motivational psychology, self-development, and mental health. She is also the host of Faithful on the Clock, a podcast designed to help Christian professionals get their faith and work aligned.

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