What makes a good story?

Do you know a good story when you hear it?

I’ve had a number of conversations about storytelling recently and I think there’s a misconception that the ‘storytelling’ we think of in a business context is different than ‘storytelling’ as we know it traditionally.

Spoiler alert: it’s not.

The purpose may be different. Where fairy tales seek to entertain or teach a moral lesson, branded content may aim to build customer awareness or drive a purchase. 

But the fundamental elements of storytelling are the same.

Plot. Characters. Conflict. Language. 

All of these exist in a good story, regardless of its format or purpose.

If your content doesn’t feel engaging or you think it’s missing something, ask yourself:

• Is something actually happening? Is there a beginning, middle and end? Do these parts flow naturally?
  

• Who is involved? Why do I care about them?

• What obstacle or challenge is being overcome? 

• Is it well-written? Is it in language I understand?

With these elements working well, stories will naturally be more appealing to readers and you're much closer to achieving the goal of your piece.

We can’t always articulate what makes a good story, but we know it when we see it. 

Bringing things back to basics helps us get out of our own way and find the true story we’re trying to tell.