February 7, 2019

Don’t Just Spout Facts, Tell a Story!

Who is the character in your story?

Just like a story has a character, your blog will have a character.

Who is telling the story? You should hear their voice when they're telling it. It can be you, it can be a case study, it can be a customer, it can be an employee, it can be something about another company.

Regardless, there should be a character, so that it is not just facts being spouted out. 

Every good story has a conflict

In that beginning paragraph, you're also going to want to create your conflict. Every good story needs a conflict, and that's going to be the problem that you're going to solve with this information.

And then, at the end of your blog, you're going to give a resolution. You should have somehow completed that problem and given them a resolution. 

Show versus tell

Now, the most important part to engage your readers is to use show versus tell. In informative blogs, you're going to use a lot of tell. You're telling people how to do things, right? You're giving them information, which is great because you need to build a relationship with audiences. And giving them good information is a great start.

But to really take it to the next level and get those shares, it's really good if you can engage them first. And you do this with show versus tell.  So, you're going to show them a scenario. You're going to create a scenario.

Instead of telling them that a situation was complex or difficult to deal with, you're going to create a story and show them.

If you're frustrated with something on the computer, make them imagine you sitting there at the computer with sweat dripping down your brow and stuffing chocolate in your mouth. That's probably not the best way to go! That's a bad example, but you get what I'm saying. You really need to create these visuals that are going to help pull the reader in. 

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Matt Johnston

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