How do you tell stories that work across all media?

The beauty of great stories is that when you ensure a kind of equilibrium between purpose/core message and audience understanding, they are, almost by default, universal narratives. Consider Disney movies, for instance, which are typically adapted from fairy tales, turned into movies, and then franchised into books, audiobooks, activity pamphlets, clothes, and live shows. The story works because it is a universal story. When you are developing a universal story from the media perspective, be sure to check it against different formats - visual, auditory, tactile or a combination. And keep peeling back the layers of your purpose until you reach a core that serves this universal formatting.

Clarity in purpose and understanding your audience both are important before you start drafting your story. You also need to recognise what type of media resonates better with your audience and align it with your goals. If your purpose is to educate, blogs, infographics and podcasts might resonate better with your audience. But if your audience prefers visuals. You need to include it in your blogs or convert your blogs into vlogs.

A compelling story transcends formats. Start by identifying your target audience and their preferred way of engaging. Can you adapt your story to these formats? You've hit the mark if you can deliver your story effectively to the right audience in their preferred format. Next, consider the desired outcome. What action should your audience take after engaging with your story? Crafting your narrative with this end goal is critical to its impact and success.

Crafting cross-media stories demands adaptability and creativity. From social media snippets to detailed blog posts, each iteration serves a purpose within the broader framework of the entire narrative. This approach ensures the story remains cohesive, engaging, and effective, irrespective of the medium, fostering a seamless and impactful brand or message across all channels. Knowing your purpose, goals, and objectives will help you stay on course when you're writing the story. Formatting your story for different platforms is a massive part of sharing cohesive stories cross-plat. Stay up to date on industry trends (within writing and formatting) and experiment with new formats. Just keep you purpose and goals in mind!

It's all about shaping and repurposing the story for different media while keeping the main experience and moral of the story in mind. For instance, if the story revolves around the importance of friendship, I ensure that this message remains strong across all formats. In a book, I can delve into the characters' thoughts and feelings, whereas in a short film, I focus on visually capturing moments that showcase the value of friendship. When adapting for a podcast, I emphasize voice dialogues to convey the same message. Essentially, it's tailoring the story to fit the strengths of each platform.

Stories are nimble. So long as you've got a clear understanding of your intended audience in place, as well as the core message mapped out, it becomes possible to tailor your narrative across all media formats your business or brand desires. A brand story is a great example of an adaptable story. Snippets can be shared on podcasts; the entire story can be delivered by the CEO on a video. Blog posts allow you to expand on the story and link it to the solutions your target market wants. As in all storytelling, the foundations are essential. Once you have iterated a story that works for brand authenticity and audience connection, it can be formatted almost endlessly.

You need to 𝗿𝗲𝗽𝘂𝗿𝗽𝗼𝘀𝗲 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 in different forms. 𝗧𝗵𝗶𝘀 𝗶𝘀 𝗺𝗼𝗿𝗲 𝗮𝗯𝗼𝘂𝘁 𝗯𝗿𝗮𝗻𝗱𝗶𝗻𝗴 𝘁𝗵𝗮𝗻 𝘀𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴, really. To understand every type of medium, how it operates, and how people respond differently to each platform is something you need to pay attention to in order to tell better stories.

Select storytelling formats that are adaptable and suitable for multiple media channels, such as written articles, videos, podcasts, social media posts, or interactive experiences. Tailor the format to match the strengths and characteristics of each media platform while maintaining consistency in storytelling style and message.

There are more formats and platforms than ever to share your stories / communications. Really and truly there is a ton out there. While this is good, it can also be overwhelming as to where to start. The key is to .. start. Once you have laid your story / communication out using your framework (the sprout model :)) ... then you can clearly see what the best format will be for sharing it., and more so how you adjust it for different formats. A written blog for example will differ to a YouTube video, or a podcast, and a visual. All are creative ways to share your story - start with one, try other, learn and grow from there!

A compelling story across media needs a format that enhances its message—like how a painter chooses between a delicate watercolor paper or a bold canvas. For instance, a tactile brand story may find its home in an interactive webpage, while an emotive personal journey might resonate more profoundly in a podcast. The format you choose should not only present the content but amplify it, creating an experience that lingers in the audience’s sensory memory, thereby turning viewers into storytellers of your brand narrative.

Every story worth telling is a story of change. If you get down into the core of a story--every story--this is it: Before, things were like this. Then, something changed. Now, they are like this. Everything else is ornament, style, imagination, and vivid recreation. Use this simple core, and your stories will be better than most.

Crafting stories across all media involves a universal framework: hook, protagonist, conflict, resolution, and lesson. Each element engages the audience differently but serves the same purpose. Adapting this framework ensures story effectiveness across various platforms.

For me this is the same framework every single time. Storytelling is a timeless and consistent process which every human responds to. Whether it be a book, movie, interview, pitch, presentation at work ... and regardless of the media type, the process and structure applied should be the same. I present this in my new book - and my unique storytelling model - the sprout model. It has 6 layers and 28 ingredients - you can use it all .. or just the 6 key layers to help guide your story/communication. The 6 layers are as follows: Impact, People, Start Point, Main Event, End Point and Nurture. Apply this every time, learn every time, and keep levelling up with storytelling capabilities and impact.

Das Framework wird überbewertet. Man muss es kennen. Es ist aber auch wichtig, es zu verlassen. Alleine das kann bei 2 ähnlichen Storys schon zu einer großen Alleinstellung führen. Dann ist die Andersartigkeit ein wichtiger emotionaler Aufhänger. Ich Rate immer zuerst die längste Version der Story zu erzählen. Ohne Rücksicht auf ein Medium oder einen möglichen Einsatz, Diese Story hat die maximal mögliche Wirkung. Von dort kann man dann die Versionen ableiten und sich auf das beschränken, was im jeweiligen Medium an Quantität möglich ist. Hier muss man je nach Ziel der Story sehr individuell entscheiden, auf welchen Teil des Frameworks man verzichten kann. Die Erfahrung des Storyteller ist in dieser Phase extrem wichtig.

Stories are like constellations that guide us through the dark sky of life, and they often follow a universal framework. Think of this framework as the stars forming familiar patterns. These patterns, like the hero's journey or the three-act structure, provide a comforting rhythm to your narrative. By using such frameworks, you invite your audience to embark on a journey they instinctively understand, creating an emotional connection that transcends cultural and linguistic barriers.

My favorite stories always come from a real place of vulnerability and truth - no pretense or filler. I may craft flowery prose but the subject matter is unfiltered slices of life. And you can feel that authenticity in your bones as a reader. My hope is to spotlight diverse experiences and perspectives, combating bias by lifting up voices unlike mine with dignity. I believe there is more connecting our shared human stories across backgrounds than dividing. If I risk baring my quirky soul without glossing over my flaws, maybe readers will feel safe to embrace their own too. By writing honestly about topics often left taboo, we chip away at stigma little by little.Readers finding solace in my messy truths inspire inhibited writing's freedom.

I call this ingredient in my model ... "Being You". You are the only version of you, totally unique and it is your biggest differentiator. So don't shy away from this in your storytelling. Being you is about bringing out your authenticity, showing vulnerability and being relatable. In a workplace context this can been seen as super hard ... especially if you are "the boss". However being you is more than worth it ... it will help to level up the relationship you have with your audience, the emotional connection and more so the impact of your storytelling.

In our diverse world, stories have the power to bring us together. Just as a forest teems with myriad species, your stories should reflect authenticity and diversity. Embrace the rich tapestry of humanity by weaving characters, cultures, and experiences from all walks of life into your narrative. In doing so, you not only honor the complexity of our world but also invite a wider audience to find themselves within your story.

Telling stories that resonate across all media is all about staying true to yourself and embracing diversity. Here’s my take: Authenticity First: I keep it real. Whether a blog post, or a video, I make sure my voice and truth shine through. Diverse Perspectives: I actively include different viewpoints and experiences. It's not just my story; it's our stories. Adapt and Listen: Each medium has its vibe. I tweak my delivery without losing the essence. Engage and Respond: I talk with my audience, not at them. Feedback is a gift that helps me grow and connect. By being genuine and inclusive, my stories can touch hearts and minds, no matter where they're told.

Um mit einer Story maximal wirken zu können, kann und darf man sich immer ganz leicht der Realität, der Authentizität, entziehen, um in der Wirkung nach innen und aussen konzeptionell und strategisch höchstmöglich wirken zu können. Hier ist aber eine große Sensibilität gefragt. Denn ist das Gap zu groß, verliert man die Menschen. Ist es groß genug, entwickelt die Story maximale Kraft in eine definierte Richtung. Hier ist die Erfahrung des Storytellers von großer Wichtigkeit.

I personally believe and have been practising that Testing and refining, your stories is essential before sharing them. See feedback from colleagues, friends, or experts to improve clarity and impact. Use matrix like views, likes and comments to gauge your effectiveness. Adjust based on feedback to ensure your stories resonate across all media platforms, enhancing engagement and connection with your audience.

In my experience as a marketing consultant and boutique agency CEO, I've found that testing and refining stories is not just about metrics. It's about understanding how your story resonates with your audience on an emotional level. Authenticity and honesty are key in this process. As a neurodiverse individual, I've learned that unique perspectives can often lead to the most compelling narratives.

Das Testen von Storys hat sehr enge Grenzen. Storys, die vielen gefallen, können exakt die falschen Storys sein. Beispiel: Wenn 10.000 eine Story gut finden und 100 reagieren, ist mir eine Story lieber, die 1000 gut finden, von denen 500 reagieren. Was grundsätzlich gut ist, Storys von Beginn an in mehreren Versionen zu produzieren, um bei Customer Journeys mit Mehrfachkontakten immer wieder neue Impulse setzten zu können, ohne inhaltliche und emotionale Redundanz zu erzeugen. Hier ist die Erfahrung des Storyteller extrem wichtig.

As you venture deeper into the forest of storytelling, remember to test and refine your path. Imagine you're a skilled cartographer, mapping out uncharted territories. Share your story with a trusted audience, gather feedback, and make necessary adjustments. This iterative process ensures your tale becomes more compelling, resonating more deeply with your audience with each revision.

3 elements you need for a compelling story (no matter the medium): 1. Open loops - What questions are open in your story? What Promises haven't been Paid off? Shoot to always have 1 loop open (until the end, at least). 2. Structure Story structure is meant to be your foundation, your "spine." It helps the rest of your story shine. 3. Tension + Conflict Cause we're human, we love a little conflict. Try to add it. You'll be amazed what it does for your story.

You may need to consider these points; - Know your purpose - Choose your format - Use a universal framework - Be authentic and diverse - Test and refine

There are some principles of storytelling that work across the media. For example - Contrast will always succeed in making a point either in print or in video format. Colors will always entice the same kind of emotions

One of the biggest missed opportunities I believe that exist when it comes to "stories", is that they are approached as a singular event and applicable tactically to each media outlet. The reality is that the process and structure of storytelling is applicable to ALL communication, for the everyday, and for every outlet channel. Once you view them through this lens ... then the opportunity comes. Because what you then do is apply one process and one structure for your storytelling ... for all your communications and then comes the scale and fast learning about what works better in each scenario.

Embrace vulnerability, for it's through sharing your own experiences that you create the most profound connections. Harness the power of emotion, for it's the fuel that ignites the fire of empathy in your audience's hearts. Lastly, always strive for a sense of wonder, for it's in the mystery of the forest that the most captivating stories are waiting to be discovered. In weaving these elements into your storytelling, you'll craft narratives that work their magic across all media, uniting hearts and minds in a symphony of shared experiences.