Tips for stories that engage audiences

|| September 12, 2019

By Ainsley Pavey

55 comms Executive Director

The evolving art of storytelling requires more skill than will for brands to make lasting emotional connections with audiences.

Although our company was launched into a rapidly changing media world, with that change continuing at an increasing pace in the social media sphere, being able to give meaning to brands through stories is still our most powerful way of communicating as skilled observers and message makers for business.

There is a fondness felt by audiences when a really good story is told well and it was often intoxicating as journalists, editors and writers involved in that process.

Through the millennia, our culture has survived through telling stories that are felt in our hearts rather than our minds.

While facts are clearly a part of the puzzle of storytelling, genuine connections with audiences that evoke our emotions come from skilful and artful communication.

Across my own journey through News Corp as a reporter, what often made a good story had very little to do with its tangible parts, but rather how aspects of a story felt for audiences.

Facts are there to spark our logic, however, our reasoning drives only a small per cent of our choices to like or dislike something and so it goes for brands.

Likewise, as an actor and live performer, my own stage journey has uncovered the same emotional drivers are at play between those on stage and an audience, although it is a style of visual storytelling that uses the more subtle non-verbal clues of our emotions to tell a story.

Actors know it as our inner-monologue and it cannot be faked because it drives the story for audiences.

When any story is wrapped in emotion, it becomes more relatable for audiences because it engages all of the senses, but most importantly our hearts and giving soul to brands is the element of storytelling that we prize most highly in our work with some of Queensland’s most iconic businesses.

As one our world’s most acclaimed storytellers once said: “I’ve learned that people will forget what you say, people will forget what you do, but people will never forget how you made them feel.” – Maya Angelou



Learn how to tell your story on social media

The three-hour workshop led by our storytelling experts includes:

  • The secrets to storytelling
  • Social media account set-up
  • How to create great content for social media
  • How to share content across multiple platforms
  • How to place ads on social media platforms – what works best

For bookings, email or call us on (07) 3041 1115