When I was nine years old, I swallowed a thumbtack. I was hanging pictures on a bulletin board, and I tried to save time by holding an extra tack between my teeth. Something startled me, so I turned quickly and the tack went in my mouth. I panicked and swallowed, only to feel the sharp pin scrape its way down my throat. I ran to the living room to share the bad news with my parents, and before I knew it, I was being rushed to the hospital.

This is a true story. You probably have several questions about what happened next. Did I have to undergo surgery? What kind of parent allows a nine year-old to have thumbtacks? Why on earth would I put them between my teeth?

Stories naturally compel us to ask questions. We fill our time with them: they help us relate to one another, figure out where we've been and map out where we hope to go.

As web users, we are all familiar with robotic-sounding press releases and boring "about" pages that are merely a list of dates. As web content creators, we should set aside the marketing buzzwords and superlative jargon we've relied upon for so long and work on telling better stories.

Here at SpinWeb, we know that a lack of web page content is the most common cause of a delayed website launch. We also know that careless, boring web content that has been quickly thrown-together is the easiest way to alienate your visitors and ensure that they don't return. Here are some things to consider about the power of storytelling:

1. People are hungry for narrative. Last year, in the United States alone, nearly 1.5 billion movie tickets were sold--that's roughly 5 tickets for every person. Was it because people like spending money to gather together in a large, dark room? No! It's because they are eager to hear a good story. Every website can use phrases like "award-winning!" and "best ever!", but how many are making the effort to spin a richly detailed, fully-realized narrative that captivates audiences and fulfills their desire for intriguing stories?

While the internet has made life easier in many ways, it also cheats us out of some sensory experiences. I cannot smell the cupcakes that were just pulled out of the oven at the bakery, or hear the endearing whimper of the cute little dog at the shelter. Detailed stories allow these things to come to life.

2. You can't tell a story you don't know. If you don't understand the story you're trying to tell, how do you expect your target audience to receive it? Attempting to write a concise story of your business or nonprofit is a great way to separate the things you clearly understand from those you're not so certain about. What questions come up during the writing process? Is it smooth sailing, or do you keep hitting "walls?" Every snag you hit in the writing process can help you refine your business model or consider your next logical step.

3. Your story is bigger than you. The best stories are always shaped by communities—in fact, storytelling is how some cultures stay alive. You probably have a surprisingly abundant number of resources that can help you as you tell your story. What kind of input can your clients give? Your employees?

4. The best stories are honest. We've all heard the news coverage about authors of supposedly-true stories who are forced to admit that they fudged the details. Don't leave this kind of a blemish on your brand. Be truthful about what you do well, where you can improve, and what makes you unique. Even in fictional stories, the things we cling to are universal ideals: that good triumphs over evil. Tap into the elements of your story that have universal appeal and allow your clients to find all the best things you have to offer.

5. The best stories are always being revised. As a writing student, I always heard the same advice: "revise, revise, revise." I would often roll my eyes, until I had my first piece published in print. There, within the first three paragraphs, were a handful of silly mistakes that could have easily been corrected had I been more careful. Although the web is much easier to edit, your visitors can tell the difference between content that has been carefully crafted and junk that has been thrown together. As you write your story, the majority of your time should go toward revision.

Finally, every good story has a moral. What is the lesson you are trying to teach? Don't just say "I want people to buy my product." Think about the values of your organization, the passion that drives your team. What is the point of all your hard work?

And in case you were wondering, yes, I had to have surgery, and yes, I'm fine. But that's a story for another time.

What advice do you have for telling powerful stories? Please share your ideas in the comments!

Tags