The no1 key to successful storytelling is...


What do all successful stories have in common? They are based on a deep understanding of the audience. Regardless of who you're talking to, you need to know who they are and what they think. Here's how you get to know them!

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Whether you are a comedian who has to get up on a stand-up stage, a parent who has to explain to their kids why it’s bad to punch someone or a marketer who has to explain why the company’s product is the very best on the market, you must first get to know your audience well. You need to know who they are, how they think, and what they care about. 

One mistake that marketers often make is to think that you can simply look inward to understand the audience. They mistakingly believe that they are like their audience. The truth is that it’s quite unusual for the audience and the marketer to resemble each other very much, and the result is often that you become uninteresting and that it sounds as if you’re just talking about and to yourself. 

Think like a journalist

So how do we get to know the audience is? The answer is, of course, to speak directly with them. Conducting interviews, listening to sales calls, assisting in support, talking to the customer as often as possible. It’s always a good idea to also use second-hand sources to find out what the customers are talking about, but nothing beats direct contact and the insights you gain through such contact. 

What questions should we ask to get these amazing answers that really help us understand the audience? One way is to think like a journalist. They often start with a couple of fundamental questions:

  • What?
  • When?
  • Who?
  • Where?
  • How?
  • Why?

These questions might seem "news-related", and too specific, but it's actually the opposite: they're broad and applicable to any context. They can make up the foundation for a good case or press release. Or you can use them as a structure that helps you gain insights and understandings into the minds of your audiences. 

Want to learn more about how to reach your audiences with social storytelling? Read our e-book here!  



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