Nobody told you storytelling had homework
Get these two things right and the rest takes care of itself
Most people trying to improve their storytelling are focused on the ‘telling’ part. The pacing, the protagonist, the emotions, the suspense… And yes, all of that matters, but the decisions that actually determine whether a story makes an impact happen before you write a single word.
Think of the last time two people told you the same story.
One person said it in a way that made you feel every second, and you forgot your coffee was getting cold. The other one sounded like a news reporter simply relaying the facts, and you found your mind wandering off.
The same story. Two very different experiences.
Regardless of whether you use a story to educate, illustrate a point, inspire, or to sell, your story needs to have something that will keep your readers glued to the screen (or page).
And that brings me to the first aspect to get right – how you tell the story.
This includes which story arc you choose to use, how you structure the timeline, etc.
Not every arc will fit every story. Some stories are better told as a Hero’s Journey; others as Before and After Transformation…
Some stories are better told as an ABC timeline (starting at the beginning and following chronologically); others are better following BAC (starting in the middle, then going to the beginning before continuing on)…
Don’t rush this part. It’s worth spending some time on this. It will make the overall results so much more impactful.
I like to write a story more than one way before I decide. The version that reads better usually makes itself obvious, but only if I give it the chance.
So that’s the ‘how’ sorted. Now for the bit most people skip entirely…
… you need to pick the right story to tell.
For example, let’s assume that you want to use a story to illustrate how something works. Something quite complex and abstract… Something like…. Digital twin technology…
The trickier the subject, the more load-bearing your story choice becomes. Abstract concepts, things your reader can’t see or touch, need a story that creates a bridge, not one that adds another abstraction on top.
For something as abstract as a digital twin, if opened with a story about buying a new mirror, you’d read along politely, waiting for the penny to drop. By the time I tried to connect it to software that replicates physical systems in real time, you’d have already mentally checked out. The bridge would be so long you’d have lost the will to cross it.
Now the alternative: You are building a paper airplane. You fold the paper carefully, adjust the nose, send it across the room, watch where it lands. Then you adjust. Fold again. Send it across again. That cycle – build a model, observe, refine – is exactly what a digital twin does, just with a jet engine instead of A4 paper. The connection is easier and your attention is focused.
‘Why are you telling me this?’ is a very good question I like to ask myself when I’m trying to decide which story to use in my content. If the answer is obvious and practically jumps out at me, I’ve picked well.
If I find myself building a long, convoluted bridge between the story and what I am using it for, this is my sign that I should pick a different story…
Structure and selection. Two decisions made before you write a single word.
Get them wrong, and you can dress the story up all you like with the right pacing, the emotional beats, and a protagonist worth rooting for. It still won’t have the impact. You’ll feel it too, that nagging sense that something’s off, even if you can’t name it.
Try it with your next story. Ask yourself these two questions:
Have I tried this story in more than one structure before committing to it?
Is there a moment where I’d catch myself asking, ‘why are you telling me this?’
See how they help your story carry itself.
Until next time,
Dot