If you want your content to perform better, you need to learn how to tell better stories. In this post, I’ll walk you through my six favorite storytelling techniques that will massively improve your content. After reading this, you’ll think differently about the way you write scripts and make videos.
1. The Dance: Context and Conflict
All great stories are like a dance between context and conflict. You give a little context: the characters are on a mission, they’re doing something. Then, oh no, here comes a conflict. You give a bit more context: the characters have solved that conflict and are on their way, but then another conflict arises. This dance keeps the viewer locked in. Conflicts create open loops in the brain, and context helps close those loops.
Example
Consider one of my best-performing videos where I use the dance technique with four but-then conflict loops in the first 30 seconds. Consistently setting up head fakes keeps the storyline moving.
2. Rhythm
There is a natural subconscious pacing and rhythm that is soothing to the brain. Varying sentence length and syllable combinations create an unpredictable rhythm. Legendary author Gary Provost illustrates this beautifully:
“This sentence has five words. Here are five more words. Five-word sentences are fine, but several together become monotonous. Listen to what is happening. This writing is getting boring. The sound of it drones. It’s like a stuck record. The ear demands some variety. Now listen. I vary the sentence length, and I create music. Music. The writing sings.”
3. Tone
The most successful creators use a conversational tone that feels like they’re right in the room with you. Emma Chamberlain and Casey Neistat excel at this. Steve Jobs was a master of creating this conversational room-like feel. To get better at this, write and film your videos as if you’re talking to one close friend. Over time, you’ll forget that the camera is just a camera.
4. Direction
Start with the end in mind. The last line of your script should be so memorable that if it’s all someone hears, they’ll want to share it with a friend. Work backwards from the end, building up the context and conflicts in the middle. Christopher Nolan’s films like “Inception” and “Interstellar” are great examples of this technique.
5. Story Lenses
A story lens is your unique angle or spin on a particular story. Imagine a beam of light; without a lens, everyone sees the same thing. With a lens, the light looks different. For example, when Taylor Swift went to the Super Bowl, instead of discussing her outfit, I focused on the business impact she had on the NFL. This unique lens made my content stand out.
6. The Hook
The hook is crucial. If people churn on the hook, the rest doesn’t matter. Your first line should be punchy and indicative of the plot. Visual hooks are 10 times more effective than audio-only hooks. Complement what you’re saying with a visual on the screen to retain viewers.
Conclusion
By incorporating these six storytelling techniques—The Dance, Rhythm, Tone, Direction, Story Lenses, and The Hook—you can massively improve your content and engage your audience. Practice these techniques, and you’ll see a significant difference in how your content performs.
FAQs
Q1: What is the dance technique in storytelling?
A: The dance technique involves alternating between context and conflict to keep the viewer engaged by creating open loops and closing them.
Q2: Why is rhythm important in storytelling?
A: Varying sentence length and syllable combinations create an unpredictable rhythm that is soothing to the brain, making the content more engaging.
Q3: How can I create a conversational tone in my content?
A: Write and film your videos as if you’re talking to one close friend. Over time, this will help you create a more natural and engaging tone.
Q4: What are story lenses?
A: Story lenses are unique angles or spins on a particular story, making your content stand out by offering a different perspective.
