Changing what people know, what they think, and what they do; it’s what marketers are constantly trying to do.<\/p>\n\n\n\n
One tool that helps them greatly in doing so is the Storytelling Canvas<\/a> by Design a Better Business.<\/p>\n\n\n\n The Storytelling Canvas won’t necessarily make you a better storyteller. I think the canvas is mainly a great tool, because it forces you to think about the strategy behind<\/em> your story. Which eventually helps you craft a well-thought-out and much more convincing blog post, video, presentation, or whatever type of content you’re looking to create.<\/p>\n\n\n\n When using the Storytelling Canvas, I highly recommend you start with the Goal<\/strong>. ‘What do you want to achieve with this story?’ the canvas asks.<\/p>\n\n\n\n Try and make your goal as actionable and measurable as you can: ‘I want my readers to understand the top 3 reporting challenges caused by the CSRD.’ Or: ‘I want 50% of the people that watched my video, to download the in-depth white paper mentioned in the video.’<\/p>\n\n\n\n Once your goal is set, move on to the Audience<\/strong>. This is your target group; a group of people that may share some characteristics, but definitely has shared needs. Think about those needs!<\/p>\n\n\n\n What is your target group’s ultimate goal? What are they trying to achieve in their day-to-day working lives? And more importantly: what gets in their way? What are the hurdles they need<\/em> to overcome?<\/p>\n\n\n\n Knowing this helps you articulate a clear Before<\/strong>. The canvas mentions a few things your story could change: your target group’s thoughts, their feelings, knowledge, and desires. I would also add their behaviours. What is your target group doing? Or, not<\/em> doing?<\/p>\n\n\n\n Think about the change you want your story to cause. And set your desired After<\/strong>: the things your target group thinks, feels, knows, wants, or does, after<\/em> reading your post, watching your video, or listening to your presentation.<\/p>\n\n\n\n When you’ve considered all these strategic decisions, you can go ahead and craft your story. Curious how to make it great, Design a Better Business provides you with a checklist<\/a> under step 5. Or, you can go and read up on ‘The Stinky Cow Principle<\/a>‘ \ud83d\ude42<\/p>\n\n\n\n Hope this helps!<\/p>\n\n\n\n This Spark was published as Nudge #024<\/strong> on May 28, 2024.<\/p>\n\n\n\n
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