#163 – I’m Sorry, But It’s Not About You
A lesson I (happily) teach over and over again when it comes to storytelling
Your audience, your receiver, your customer that’s who it’s about. Not you. Yes, you’re telling the story and it’s a story about your thing or experience or product, but really, it’s about them. How will it serve them, how will it make their lives better, what will it teach them, how will it change their perspective? Your audience is who your story is really about and really it’s about how your story will benefit them. In some way. It is your story so you tell it through your lens and in your way. But as you refine it and get it ready for the world you have to keep the people you’re trying to impact in mind.
I always recommend people write or develop the first draft somewhat selfishly but as you go through the editing and elevating process, you consider your audience and make sure it’s made for them.
I do 1:1 coaching sessions as part of my storytelling workshop offerings. I did a recent career storytelling session with someone who was struggling to take her actually very interesting and inspiring career story that had a lot of twists and turns and evolve it from a list of things she’d done (which most people start off doing when it comes to a career story) into a story that showcased what made her unique compared to any other person in her industry doing what she does.
“I always recommend people write or develop the first draft somewhat selfishly”
I asked her to consider what mattered most to her audience (people doing the hiring or decision making) and how that may change what she chose to focus on and highlight. Her career story went from a list of things she’d done to a revelatory journey that showcased how she has gained and used the unique skills that would make her a unique addition to a team. That is the kind of storytelling work I love to see (and help) come to life.
And it is as simple as shifting your perspective from you to your audience.
It may help to ask yourself at the beginning middle and end of crafting a story, what’s in it for them? In fact, I’m going to add a fourth question to my storytelling questions moving forward. What’s in it for your audience—why should they engage—what will they get out of it? I’ll refine that down to one clear question but as this notion brews those questions capture all you should be thinking about as you work to craft a new story.
Related Reads (From the Paid Archive—if you’d like access and can’t afford a paid subscription just send a note):
A Story Well Told
Yes, of course, with the new approach I’m still sharing stories well told. Because what is a world without stories shared. I’ve been told by multiple folks how much they like the section (some say it’s their favourite part of the newsletter), so I will always try to have it.
Last week one of my favourite writers, Roxane Gay, published an illustrated essay by Aubrey Hirsch, to her substack.
It paints a real picture of the casual ways in which women’s bodies are assaulted in the world. Image-based storytelling has a special place in my heart because of the research I did for my kids book but also because of the great graphic novels and memoirs of my childhood and early twenties. It’s a dream of mine to write one one day so these are just a great reminder that the medium is there doing amazing things. I’d encourage you to dive in.
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