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Originally published by Viteszlav Becka ( | Sep 20, 2016 | [Tourism Marketing] - edited to fit the medium by David Yakir

We love stories. A good story can convey a message, entertain or ignite a fire within your audience.

Many people think that the art of storytelling is something difficult and complex, reserved only for certain skilled members of society. That couldn’t be farther from the truth. The skills necessary to tell a story can be acquired through practice and with the right toolkit, everyone can become a master storyteller.

Whether you are trying to attract new customers or engage your current ones, quality storytelling is the way to go.

Here’s how.

Know your audience

This first step is crucial and will determine how long the story should be and what language you should be using. Before beginning your story, [spend 5 minutes thinking about who you’re targeting].

**Who are you speaking to? Millennials or Baby Boomers? Do you need to come across more professional or will a friendly tone work better? Will it work as a podcast.

These are very important aspects to consider to help you set the right tone and achieve the best effects with your audience.

Make them care

Whether emotionally, intellectually or aesthetically, you need to make your audience care. This is important in our world,

Why should they be interested in the story? How is it relevant to your audience? Make this clear in your mind when crafting the story, because if it isn’t clear to you, it will not be clear to the listener.

Set the scene

We experience the world through our senses and so, if you want to fully capture your audience, you must engage their senses. Set the scene and provide your audience with context for the story.

Where did the story take place? What did the air smell like? Did it smell like pine cones at the edge of a forest? Or like the sea by the beach? Where does the adventure begin?

By engaging the senses of your audience and setting the scene, you will achieve a more immersive experience for your listeners.

Be creative with chronology

Sometimes you can choose to catapult the reader straight into the midst of all the action, or to the end of the story to catch their attention. It is also one of the easiest ways to arouse curiosity, suspense and tension in your story. Since your reader does not know what is happening, they will continue listening to solve the missing pieces of the puzzle.

However, keep in mind that people do not want to play Sherlock Holmes on their iPhone, so don’t make your story the new Rubik’s Cube.

Engage your audience

Erase the boundary between your listener and your story. Engage them with a question to think about and put them in the center of the story. This way, you create a first-hand experience of the narrative, igniting the desire for the listener to actually have that experience in real life.

End with a grand finale

Unless the story is to continue and you are intentionally building up the suspense, there should be closure in the story. Whatever plot you’ve built should be finished and leave no questions hanging in the air.

Add magic to your story by leaving your audience with a sense of awe, the sort of feeling you get when you leave the cinema after a great film. You can do this by leaving them with a “big question” about humanity or something similar to ponder about as they make their way back to their lives.

Enjoy the process

As much as you enjoy creating the experience, you should also enjoy reliving the experience in your stories. Think about it this way: the adventure you provide can live on forever and can be enjoyed vicariously by everyone who reads it.

How incredible is that? I hope you find this useful and continue telling your unique stories to readers and travellers all over the world.