Hans Green imagines the internet going quiet.
His email subscribers open his email, click through to his post, and then …
They forget about the crazy world for a few minutes. They ignore their Facebook notifications and live news feeds. They don’t even notice their coffee going cold.
Could he write a blog post so good?
It seems unachievable.
But then again … when he was reading the new Jack Reacher thriller, he was gripped by the story. He forgot his exhaustion and read until 3am.
Stories keep us glued
Stories transform dull tips into sparkling information and sticky advice. They turn lackluster lessons into engaging adventures.
And what’s more …
Stories help you stand out from the drab blogging crowd. Your content becomes unique because nobody tells the same stories as you.
Becoming a storyteller is not as difficult as it may seem.
You don’t need to become the next Lee Child. You don’t need to write a 400-page bestseller full of twists and cliffhangers. A simple story of 150 words is enough to delight your readers and turn lackluster writing into sparkling content.
Want to know how?
1. The opening story
A good opening story entices blog visitors to read your blog post.
When readers recognize the problem the story’s hero is struggling with, they become eager to read your tips and learn how to solve that problem. For instance:
On Jan. 2nd, Heather browses her draft articles.
She doesn’t feel like writing a complete blog post. Not this week.
Heather is surprised to find 31 drafts in her folder. Why did she never finish these posts? Surely, she thinks, one of them must be almost ready for publication?
Red-cheeked, with hope in her heart, Heather opens her documents. One by one. She reads an opening here, and scans the subheads there.
Slowly she loses her sense of optimism. These articles are no good …
Do you recognize the feeling?
Do you ever look at a first draft with despair?
How this story works:
- A short first line sets the scene
- The next lines describe the excitement of looking for a good draft and then the disillusionment when the drafts are no good
- The two questions at the end of the paragraph address the reader directly and help transition to the tips in the main body of the post
Most stories have three parts:
- a beginning sketching the problem
- a middle part showing how the problem was solved
- a final part explaining how the hero lived happily ever after
But an opening story can remain unfinished. You can simply sketch the problem. Because the remainder of your post shows readers how to solve it.
The closing story does follows the full three-part structure …
2. The closing story
The aim of a closing story is to take away an obstacle to implementing your tips.
For instance, in my guest post on Copyblogger about using vivid language and metaphors, I empathize with readers who think they’re not creative enough:
When I started writing, I didn’t believe I had any creative talent.
But I wanted my messages to stand out.
Because I wanted to be heard.
Encouraged by the guidance in Anne Miller’s book The Tall Lady With The Iceberg (formerly titled Metaphorically Selling), I mustered the courage to write my first metaphor.
My secret to embarking on this creative journey?
Foster a sense of fun. Get away from your computer. I get my best ideas while making spicy meatballs, pedaling my bike, or when listening to the murmur of rain on a walk.
I also started hunting for sensory words and created my own collection of favorites. That’s how my writing improved and my voice evolved.
Even better … people engaged with me because the metaphors gave them a glimpse into my life. The metaphors turned out to be excellent conversation starters.
From: How to Write So Vividly that Readers Fall in Love with Your Ideas (on Copyblogger)
How this story works:
- The first part sketches the problem that I don’t feel I have creative talent
- The middle part explains how a book nudged me to try, how I fostered a sense of fun, and how I went hunting for sensory words
- The last part shows the impact my creative journey has had on me
Personal stories are a great tool for bonding with your readers. You position yourself as a guide, and show them you understand their pain. You explain how you overcame this pain so your readers can, too.
To write a powerful closing story, think about your readers’ objections to implementing your advice. Did you experience the same struggle? Can you explain how you overcame it?
3. The explanatory story
Sometimes your readers may not understand what their problem really is. They know something doesn’t work, but they don’t know exactly what’s wrong.
The aim of an explanatory story is to show readers the problem and make it concrete.
For instance, many websites are full of company information without explaining what’s in it for the customer. In the paragraph below, I explain this problem by telling the story of a visit to a bike store.
Imagine you haven’t cycled for years.
And you really don’t know much about bikes.
But you want to get fit again, and biking seems fun.
You go to your local bike store and tell the super-sporty-looking shop assistant you’re looking for a bicycle to tour around the area. Leisurely.
He tells you full of enthusiasm a hybrid would be ideal and shows you a few popular models. This one has 24 gears and it has cantilever brakes. That one has a Shimano drivetrain and disc brakes. And here’s a model currently on offer – it has an aluminum frame and hydraulic disc brakes.
Huh?
You have no idea what the guy is talking about. He makes you feel stupid. You feel like running home and giving up your plan about getting fit again.
Sounds strange?
It happens all the time on websites.
How this story works:
- The first lines lets readers imagine wanting to start cycling again
- The description of the super-sporty-looking shop assistant’s barrage of technical terms shows the problem
- The question “Sounds strange?” and the sentence “It happens all the time on websites” transition to the tips in the blog post
Stories don’t have to be real. This is a made-up story, but it’s still based on my personal experience of trying to figure out what bicycle I should buy.
When you base your story around a personal experience, it’s easier to sketch a vivid scene with specific details.
I never saw myself as a storyteller
I thought storytelling was for the “real” writers. For the creative folks, who keep diaries, write travelogues and have the ambition to become the next Hemingway, Lee Child, or Isabelle Allende.
That’s not me.
I have no ambition to write fiction. I write blog posts, web copy and emails.
But without realizing it, I started writing stories for my clients’ About pages, and I included mini-stories in my own blog posts.
My main lessons?
Storytelling is human. We all have stories to tell. And when you keep your stories short, they’re easy to write. 150 words is enough.
So don’t feel shy. Try telling a story in your next blog post.
Okay?
I love all your posts. Telling a story is what I am good at. My problem is that I can’t feel that I could solve problems for other people. I could never start a post with “how to..” I read other people’s posts and I wonder where on earth did they get all this information. Weird, right?
Storytelling is a precious skill!
Many stories provide a key lesson for readers. If you like (and if you want to write a blog to attract search traffic), you may find it helpful to think about how your story inspires or what it teaches a reader. Problems don’t need to be technical, they can be life issues, too. And you can always solve a whole problem, sometimes you can only give people a first step or a nudge.
Awesome post, Henneke. I’m very happy to have stumbled across your page. I’ve been thinking about starting a blog for a while, but coming up with good ideas and how to make them interesting and captivating has always seemed like a daunting task to me. I feel I’m not creative enough, but after reading this article, I now see how using storytelling can make the process easier and more natural.
Thank you,
Prisca.
That makes me happy, Prisca. I hope you’ll start your blog soon!
It sometimes feels like storytelling is hard and fast. But this tells a lot about its flexibility – could be a mix of personal and fictional.
In a way, I’d been doing tiny bits of storytelling on my contents here and there. But I found this and was inspired to consciously write my next blog post via storytelling.
Yes, there’s a lot of flexibility, and the tiniest bits of storytelling can make a blog post a lot more interesting.
Happy storytelling!
Very good article, often times I find the same writers block type blank. Sometimes I will have an Idea and it just sticks with me and then one day it just happens. Stephen King said this happens to him often times it takes months for an idea to become a work. I find occasionally I will have an excellent ending picked out but not the rest of the story. So I build on ideas, titles or endings myself. Sometimes I will even see a picture and the story unfolds. So much joy and power can be found in a pen.
That’s so true: “So much joy and power can be found in a pen.” I love it.
When we’re patient and keep doing the work, the words will eventually flow. Thank you for sharing, Dan.
Thank You..
Your blog is really like a pearl in the ocean. It’s so informative yet not boring at all. I wish I could have an email with some tips of storytelling delivered to my inbox. Wishhhhh
Thanks again..
That would be a souvenir!..!!
Hi Armano
Thank you for your compliment on my blog. I’d be happy to add you to my email series on storytelling. Just let me know you’d like me to do that.
Hi I am new blogger from Indonesia. Thank God, I found your blog and it is really inspiring for me to write in the term of more related to the storytelling approach. By the way, do you have e-book for this article?
I’m glad you’re enjoying my blog, Rosida. I do not have an ebook for this article.
Thank you for stopping by, and happy blogging!
Brava Henneke! ???
Grazie, Gianfranco 🙂
Henneke,
I am excited to find your site. It will be a great resource not only for writing tips but also for encouragement.
Thanks,
Cassandra
I’m glad you’ve found my website, too! Let me know if you have any questions?
This was really helpful! I have just started writing and I couldn’t make my blog posts interesting. I will definitely try storytelling in my posts.
Happy writing, Utkarsh!
This article have helped greatly now I can continue my stories in my blog thanks.
I’m glad you found this article useful, Ojo. Happy story writing, and thank you for stopping by.
Great post Henneke,
Everybody has a story that they can tell and share. Just depends on mustering up the ability to tell it. What I started to do is write down many events that took place in my life and analyzing them to see how and where I can incorporate them into a story. That certainly helps me.
Great stuff as usual.
– Andrew
P.S. If you ever decided to be a fiction or non-fiction author, I would so read that book. Your way with words is captivating in blog posts, I can only imagine how it’ll be in book.
That sounds like an interesting way to see how you can incorporate more stories into your writing. I tend to do it the other way around, first consider the topic of the post, then think about a story that fits. I might try your process instead!
Thank you for your kind words on my writing, Andrew 🙂
Wonderful post, Henneke! I was just scouring the internet for a post on storytelling 🙂 It seems like a lot of people are held back because they don’t think they have stories to share, so those examples are great- not every story has to be a deeply personal story!
Yep, so true. I was holding myself back, too, until I realized that storytelling doesn’t need to be deeply personal and it doesn’t imply writing a Disney movie either 🙂
Thank you for stopping by, Camilla!
Henneke, not only do I love your blog, I enjoy the meaningful conversation among your followers.
Me, too. I often love the conversation in the comment section more than the post! I feel grateful for people stopping by to add their thoughts and ask questions. 🙂
Dear Henneke, till few months ago, I thought storytelling was a way someone uses to tell lies for selling stuff or cheating people. You have demonstrated that storytelling is a way to tell the truth in a fascinating and enticing way.
So I decided to write stories, because I discovered that I had ever told stories without knowing I was (as everybody) a natural storyteller.
P.S. My investigation about that criminal case is going on… 😉
Well, that happens, too, marketers telling lies to try and sell stuff 😉
Your book about the criminal case will no doubt be full of intriguing stories, too.
Happy storytelling, and thank you for stopping by!
Good point Henneke.
I realized a while ago that I shy away from writing my blog posts as you mentioned in some of your other blog posts. I usually find myself procrastinating.
But recently I started writing short stories (which I will not put on my website) and they really help me improve my writing a little bit but more importantly I realized I enjoyed writing more. That’s the main point I think, writing should be a joy.
So I recommend this to everyone experiencing difficulty in writing: give a chance to stories, I am pretty positive that you are going to enjoy it.
Thank you again for this beautiful post, Henneke.
Hi Anil, I’m happy to read you got yourself unstuck by starting to write what you wanted to write. Perhaps you can enjoy your blog writing more if you start incorporating stories?
Happy storytelling!
Hi Henneke,
To me you are a real writer. Forget what your inner critic says ☺
Thank you, Daniel. I appreciate your compliment.
Brings many memories to mind.
I was a child when the only medium of media available for road trips was what could be dialed in with an AM radio knob.
My grandparents would ask my cousin to sing us a song. They knew better than to request that of me, the tone-deaf one.
When Cousin Dawn’s voice gave out, they’d turn to me.
“Tell us a story.”
And my game was to weave them all in as characters on an adventurous quest that obliquely reflected real-life problems.
Maybe that’s why I’m so passionate about copywriting in a content marketing context. It resonates with what I’ve been asked to do my whole life.
But even as it is something I’m both comfortable and familiar with, I truly appreciate the specific and personal feedback from Henneke in the courses.
Yep, I’ve reserved my spot in the Business Blogging course. I hope to see you in the forums.
PS. Henrietta makes a marvelous fairy godmother.
It sounds like you had a lot of storytelling practice in your life!
I can’t remember anyone asking me to tell a story (and not to sing either!)
Thank you for joining the Business Blogging course, Lori. We’re going to have fun!
Hi Henneke,
Your opening story about writing like Lee Child had me hooked. You never know. One day, maybe.
I’ve come across more opening stories on the web, but I like the idea of weaving them in elsewhere. I wrote an imaginary story in my first ever blog post, but I tend to cringe when I read it back now. Perhaps it’s time to start being adventurous again?
Thanks
– David
Yeah, why not? Perhaps you’re the new Lee Child, and I can say in the future: you know, David Hartshorne used to read my blog. 😉 What amazes me about Lee Child’s writing is how much detail there is about guns.
What makes you cringe about the story you’ve written before? How would you rewrite it now?
I would certainly give it another try – either by rewriting that story or starting afresh with a new one (which every option excites you most).
Happy storytelling, David!
Once again, good on you Henneke. Fantastic insights. Storytelling here I come.
Happy storytelling, Bernice!
Henneke:
You’re so funny. I love Henrietta’s little sparkle wand to take to that story! lol
And, I love this challenge: Write 150-word stories:)
And, it just so happens, you told me once to try writing 200-word emails, like your mini course, and I just pulled what you suggested out to help remind to stay on track and do it.
So, of course, this is perfect timing for this little tale to come in handy as well it seems. Big Thanks!! Sue-Ann
Ha, yes! I love brevity, whether it’s 150-word stories or 200-word emails 🙂
I actually think, it’s really good writing practice to limit the number of words we want to use. I learned a lot from writing my snackable course because I set myself that limit of 200 words. And with storytelling it’s great to be brief, too, because most of us (me, too!) have the tendency to include too many details which water our story down.
Happy storytelling, Sue-Ann! 🙂
I once got a writing job by submitting an article that included a story. Boss said, “I love it; hire her!” Haha!
When I related the story of the success of this ^^^ story, as a way of garnering fans, in a comment contest, I won $100. Okay!
It’s true! Stories are so fun. People will stop to listen. And it’s that “stop” we want. Once they stop…we can get through.
Love the Disneyland drawing. You make a cute Fairy Godmother! Heh heh.
That’s a great example of the power of storytelling. Thank you for sharing, Katharine.
And thank you for your compliment on my drawing. Perhaps I’ve missed my calling as a Fairy Godmother? 😉
Or perhaps, for some of us anyway, you are one?
Aww, that sounds so sweet! Thank you, Katharine 🙂
I just made one up that I am using in an article. Pretty cool. Stories are an untapped resource for blog posts.
Yep, I agree: an untapped resource.
Happy storytelling, Todd, and thanks for stopping by 🙂
LOL! I did a bit of storytelling in my latest post, should’ve read this first. 😉 Your drawing is spectacular! And I agree with Kitty! 😀
No need to read this first. Keep writing! 🙂
And thank you for your compliment on my drawing. I enjoyed making it!
I was thinking how stories captivate a reader. They are a great way to open a post. Why is it openings seem so difficult? You’ve captivated me with your fairytale castle. Love how you’ve drawn the book too. I can picture Henrietta turning the pages.
Yeah, I know. I find openings tough, too. I always write them after I’ve written the main post, otherwise I’d never get a blog post written!
Thank you so much for your compliment on my drawing. It was fun to draw it, a little bit different from my usual sketches. 🙂
Hi Henneke!
I’m so glad to revisit this post after a year or so… I always have more questions, the more often I read something ?.
Here goes…
1.
Do you have a process/any tips/wisdom to share about how you come up with your opening story once you have written the blogpost? Do you think of a word that encapsulates the theme of the post and brainstorm on that, perhaps?
It makes me happy when people pop by to read an “old” blog post and leave a comment 🙂
A blog post usually solves a problem (or it may answer a question or help achieve an aim). So, I try to picture my ideal reader struggling with that problem, and try to figure out what she’s doing when she’s wrestling with this problem and how it makes her feel. I often close my eyes as looking at my screen distracts me. Once, I have a picture in my mind and I know what’s she thinking/doing/feeling, I can write an opening featuring her.
I don’t always feature my ideal reader in the opening. Sometimes, there’s a story about myself that triggered the post, and then I write about myself (but in such a way that my reader recognizes my own struggle / questioning / problem.
Does that help?
That does help in terms of your physical process (not looking at the screen etc), and at the same time I was thinking more about a method for generating metaphors because your metaphors always feel fresh and new to me, no hackneyed clichés!
I am going to revisit your metaphor posts and see if they jiggle my braincells more in this area.
Thanks!
To dream up metaphors, there are two things to take into account. Firstly, creative constraints—you’re more creative when you set boundaries, so instead of exploring any kind of metaphor, try to set a theme first (like trying to find a metaphor comparing business & sports, or one that compares drawing with cooking). Secondly, creativity requires an ability to make fresh connections and this easier done when we do an habitual activity like walking or washing the dishes—such tasks take up only a small part of our brain power. See also my infographic on creative habits: https://www.enchantingmarketing.com/creative-habits/#infographic (point #3).
Above all, try to have fun!
Hmm. In looking at your 3 examples, I’m noticing that the opening & closing stories seem to be based more on either personal experience or tapping into the reader’s psyche. Either way, the effect is for the reader to feel that your understand their predicament.
The explanatory story is more of a real life analogy. A parallel to the ‘real’ problem, in other words.
Would you ever advocate using an analogy type story as an opening? Why, or why not?
Yes, you can also use an analogy type story as an opening. For instance:
Imagine going to a networking meeting …
You enter a room full of serious grey suits politely sipping their wine, bragging about their corporate missions. Rather boringly.
And there you are, in your purple shirt, feeling out of place.
You grab a glass of beer, and tap a fork against the glass to attract attention.
“Listen up,” you say, “let me tell you a story about how I conquered the world.”
“Wanna hear it?”
A business story doesn’t need bravery like that. But a good business story has the same impact: You attract attention. You stand out. You invigorate your audience, and pull them closer to you. They get inspired.
(From: https://www.enchantingmarketing.com/inspirational-business-storytelling/)
I personally have a preference for a more empathetic opening, but the analogy works, too. Perhaps I should use it more often?
Hi Henneke,
You know my passion for storytelling, and that I can get carried away… into a fairytale. You woke it up in me during the Blogging course last year. Thank you!
To my great surprise, you also taught me to write a story for my About page. It has changed it dramatically, I just love the result!
Not that I want to become another HC Andersen or J Rollings but I agree that stories are very helpful and entertaining. They show problems and possible solutions in a soft, unintrusive way. And they stick better, too!
Thank you for the great reminder ?
I love how you put that, Irina: “Stories show problems and possible solutions in a soft, unintrusive way” That’s so true! Thank you for adding that.
And I’m so glad you connected with your inner storyteller 🙂 Keep those stories coming!
I forgot to mention your new cartoon – that’s beautiful. ?
Thank you! 😀
PS Love the first drawing.
Thank you!
Hahaha, ‘I thought storytelling was for the real writers.’
There are no real writers. But you know that by now, I hope!
What a desilusion 😉
My inner critic and I had a good conversation about “real writers” last week. She doesn’t get it completely yet, but I’m working on it 😉
She’s a wacko. Fire her.
That inner critic character seems to keep showing up for tea! lol
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