Tell a good story (It’s the shape of the curve that matters)

Seems like everyone is talking about story telling. Last April, it was the theme at the STC Spectrum conference.  At STC Summit in 2015, Nancy Duarte gave the keynote (a version of her Ted talk) on the way great speechwriters use emotional trajectory to help messages resonate with listeners. For the last several years, marketers have been saying that storytelling is “one of the most powerful tools in your business communication toolkit.” Why? Because “customers connect with businesses when they identify with their stories.”

As it turns out, these are hardly new theories and, in fact, for a story to resonate with the reader (or listener), there’s a high probability that it fits one of six patterns. Continue reading “Tell a good story (It’s the shape of the curve that matters)”