Engage, Connect, Inspire: mastering storytelling at your next event
Imagine this…
It’s 7 am, and your target audience is enjoying breakfast and first coffee. As they scroll through their phone, they decide to check their emails – and right there, amidst a dozen new emails is one from you.
They open it. Scan through it. And then delete it.
This is the last thing you want to happen. You’ve invested a significant amount of time crafting that marketing email, eagerly anticipating a surge of bookings for your latest event. So why didn’t your audience engage?
The answer may be simple: you didn’t tell a compelling story that connected with them.
Why storytelling matters in marketing
The power of storytelling in marketing is crucial. It grabs attention and fosters connection. The ability to weave a compelling story into your comms can transform a mundane event into an unforgettable experience. But how can you harness this effectively?
Let’s delve into the art of storytelling and explore how Simon Sinek’s Golden Circle theory can guide us in creating impactful narratives.
The magic of storytelling in marketing
Storytelling is more than just a buzzword; it’s a fundamental human experience. Stories captivate us, evoke emotions, and create connections. In marketing, a well-told story can:
Engage the audience: stories draw people in, making them more likely to pay attention and remember the message.
Build emotional connections: by tapping into emotions, stories can create a deeper bond between the brand and the audience.
Simplify complex ideas: narratives can break down complex concepts into relatable and understandable chunks.
Drive action: a compelling story can inspire people to take action, whether it’s attending an event, purchasing a product, or supporting a cause.
Crafting compelling narratives for events
When it comes to events, storytelling can elevate the experience and leave an impression. Here are some tips on how to use compelling narratives for your next event:
Know your audience: understand who your audience is and what resonates with them. Tailor your story to their interests, values, and needs.
Define your core message: what is the main takeaway you want your audience to remember? Ensure your story revolves around this core message. This message should be consistent across all platforms.
Create a hero’s journey: every great story has a hero. In your event narrative, position your audience as the hero and your event as the journey they embark on. Highlight their challenges and how attending your event can help them overcome these obstacles.
Build a narrative arc: Structure your story with a beginning, middle, and end. Introduce a problem, take your audience on a journey, and conclude with a resolution that ties back to your event.
Incorporate visuals: enhance your story with visuals, videos, and other multimedia elements to make it more engaging and memorable.
Be authentic: Authenticity builds trust. Share genuine stories, experiences, and testimonials that reflect your brand’s values and personality.
Call to action: End your narrative with a strong call to action. Encourage your audience to register, share, or engage with your event in a specific way.
The Golden Circle Theory by Simon Sinek
Simon Sinek found that, consciously or unconsciously, the leaders and organisations that truly inspire people do so by following a naturally occurring pattern. He called this theory the ‘Golden Circle.’
He found that very few organisations clearly articulate WHY they do what they do. When Simon asks why, he’s not referring to making money – that’s a result. Your WHY is your purpose, cause, or belief. Why does your company exist? Why do you get out of bed every morning? Why should anyone care about the work you do?
When most organisations communicate, they do so from the outside in. We say WHAT we do, we sometimes say HOW we do it, but rarely we see organisations talk about the WHY. But the WHY is the most crucial part of any communication. Let’s take a look:
The theory is based on three concentric circles: WHY, HOW and WHAT.
Why: This is the core belief or purpose behind what you do. It’s the reason your event exists. Start with why to connect with your audience on an emotional level.
How: This is the process or approach you take to achieve your why. It includes the unique methods or strategies you use.
What: This is the tangible outcome or product of your efforts. It’s what your audience will experience at the event.
By starting with the why, you can create a narrative that resonates deeply with your audience. Here’s how you can apply the Golden Circle to your event storytelling:
Why: Begin by explaining the purpose of your event. Why is it important? What impact do you hope to achieve?
How: Describe the unique aspects of your event. How will it be different from other events? What special experiences or activities will you offer?
What: Finally, outline the specifics of the event. What can attendees expect? What are the key highlights and takeaways?
Image from: https://simonsinek.com/golden-circle/
Case study: Glastonbury Festival
Let’s take a look at Glastonbury Festival, arguably one of the most iconic festivals within the UK. Can you apply the Golden Circle theory to this festival? Let’s take a look:
Why: Glastonbury Festival exists to celebrate music, arts, and culture in a way that brings people together from all walks of life. Its core belief is in the power of community and creativity to inspire and transform lives. The festival aims to create a unique, immersive experience that fosters a sense of belonging and shared joy.
How: Glastonbury achieves this by curating a diverse lineup of artists and performers, offering a wide range of activities and workshops, and creating an inclusive, vibrant atmosphere. The festival is known for its commitment to sustainability and social causes, ensuring that every aspect of the event reflects its values.
What: The festival features multiple stages with performances from top international and emerging artists, art installations, theatre, circus acts, and a variety of food and craft stalls. It provides camping facilities and various amenities to enhance the attendee experience. Glastonbury is not just a music festival; it’s a cultural phenomenon that offers something for everyone.
By starting with the ‘why,’ Glastonbury connects deeply with its audience, making them feel part of a larger purpose. This emotional connection is reinforced by the ‘how’ and ‘what,’ creating a compelling narrative that resonates with festival-goers and keeps them coming back year after year.
Want to find out more about the Golden Circle theory? You can watch his full talk here.
Conclusion
The power of storytelling in marketing cannot be overstated. By crafting a compelling narrative, you can transform your marketing efforts and create a profound impact on your audience. Storytelling engages, connects, and drives action, making it an essential tool for any marketer.
Whether you are promoting an event or launching a new product, weaving a captivating story into your communications can turn a simple message into an unforgettable experience. And remember – always start with the ‘why’ you do what you do to create a deeper emotional connection with your audience.
So, go ahead and tell your story – your audience is ready to listen!