The art of storytelling
BY JENNY WINDLE
Once upon a time .....
It was a dark and stormy night ....
This one time, at band camp ....
These iconic openers serve a fundamental purpose in writing: grabbing a reader's attention. It's an important lesson I learned way back in Communication 101 -- a class that would thankfully save me from my flailing pursuit to become a mechanical engineer (a story for another time).
But once we've grabbed a reader's attention, then what? How do we keep it, and furthermore make them care?
In a world where we're bombarded with endless streams of information, the simple act of reporting facts no longer suffices. We must write in a way that engages, informs and inspires. We must write from the heart. We must appeal to our audience's emotions.
As someone who has dedicated their entire career to communicating about relatively unglamorous (think: capital improvement projects) or often misunderstood (read: zoning ordinances) government topics, I've come to appreciate the nuanced art of storytelling in our work. It's a craft that requires a delicate balance of creativity, authenticity and strategic structure.
Here are a few tips I've learned along the way that help make the mundane more interesting:
Find a human element: Every story, no matter how technical or policy-centric, impacts people. If you can identify the human angle in your narrative early on, you have a much better chance of keeping your readers engaged. Who are the stakeholders? Whose lives are affected? What do they value? Is there an opportunity or benefit we could highlight?Keep in mind that personal stories or testimonials can transform abstract concepts into relatable experiences.
Set the scene: Just as "once upon a time" sets the stage for a fairy tale, your opening should lay the groundwork for your narrative. A striking fact, a thought-provoking question, or a brief anecdote can serve as a powerful hook. Your goal is to immerse readers in the context before diving into the complexities of your topic.
Employ a narrative arc: Even the most factual reports benefit from a narrative structure. Introduce a challenge early on, describe the journey of addressing it, and conclude with a resolution or call to action. This arc not only makes your story more engaging but also more memorable.
Use plain language: It is hard to avoid jargon in our heavily regulated, acronym-littered line of work, but remember that your audience generally has no idea what CEQA, CAFR or COLA means. Instead of merely stating facts or regurgitating bureaucratese, explain how these things affect real life. Redefine CEQA as a policy that "help protects our stunning California coastline" rather than a "regulatory document that produces a negative declaration, mitigated negative declaration or environmental impact report." 🫣
Incorporate visuals: This one deserves to be bolded, underscored and highlighted. In today's competitive landscape, visual elements like photographs, infographics, or videos can complete your narrative. They also provide a break from text and often illustrate complex ideas more effectively.
End with impact: No one likes to be left hanging during a good story, so give readers a way to take action if they make it to end of your story. Whether it's a call to action, a summary of next steps, or simply a reflection, be sure to end strong.