Storytelling is an essential aspect of marketing today, but it needs to be polished to be effective. Remove a few words from your writing, and follow these simple tips to improve your storytelling.
If you’re hoping to connect with customers via storytelling, it is imperative your content be as polished as possible. Using unnecessary words wastes your content consumers’ time and makes your storytelling seem unpolished. It can also detract from your essential messaging and eliminate the power of your story altogether. If you want to make the most of your business’s storytelling, remove the following four words from your content.
Professional writers rarely use the word “that” in their sentences. Whenever you’re tempted to use “that” in a sentence, read the sentence aloud while omitting it. You’ll soon discover it adds nothing to your content and is simply a filler word with no impact on the outcome of your sentence.
“Very” is another word you could do without. It doesn’t increase the importance of the words directly after it, so discontinuing its use will eliminate the need for a line edit and make your writing sound more professional.
“Essentially” is a word with no place in professional writing. Either something is or is not—there is no “essentially.” If you’re a baker, you don’t “essentially” bake a cake. You either bake the cake or not. The next time you’re tempted to use “essentially” in a sentence, stop and think twice about the point you’re trying to make.
Don’t start important sentences with the word “this.” Instead, take the time to define what you’re taking about, and use the power of words to bring highly visual, specific concepts to life.
How to Improve Your Storytelling
If you’re worried after seeing this list, have no fear. Three easy ways to improve your storytelling include:
Focus on a Case Study or Relatable Character
A case study or character your audience members identify with helps them connect and encourages them to engage. Anchor your story to their pain points, their experiences, and the benefits they received from interacting with your brand.
Try to describe the things that matter most in your story. For example, if you’re marketing a furniture company, bring fabric textures, colors, and sensory experiences connected to individual people to life.
Tap into Feelings
Stories should evoke feelings in your readers. If you’re describing how accounting software helped an entrepreneur, take a moment to establish the horror this person felt when looking at a shoebox of expense receipts with just days to prepare for an audit. It’s easy, then, to describe the palpable relief the entrepreneur felt when implementing the new system.
Creating powerful content you can be proud of isn’t about using extra words—it often comes down to removing extraneous words from your vocabulary. Remember these three storytelling tips to strengthen your brand.