What is storytelling?
If storytelling and AI went head-to-head as marketing buzzwords, I’m not sure which would win. We all agree it matters, but not on what it is. Here’s my take.
A story is the inner workings of the protagonist.
A story isn’t just what happens—it’s what changes inside the person it happens to.
Lisa Cron puts it best in Story Genius: every story has a plot, a goal, and an internal change. In her words:
“We don’t come to a story to simply watch events unfold (the plot); we come to experience them through the protagonist’s eyes, as they struggle with what to do next.”
Think of the juiciest gossip you’ve ever heard. You didn’t just want the facts. You speculated about the why. That’s the inner stuff. And it’s what makes the tea hot. ☕️
Telling the story of an entire institution.
So how do you tell the story of an institution if stories are about the inner workings of people?
You don’t. Because it’s not about the institution. It’s about the protagonist.
Lots of schools say, “We have a welcoming community.” But what does that mean?
I always dig deeper and ask: “Tell me the first moment you felt welcome here.” I will never forget this response:
“I started the semester a few days after everyone else. I was nervous, so I got to my first class early. Two girls were already there, sitting at the front and chatting. I sat near the back. They noticed me, introduced themselves, and invited me to sit with them. That’s when I knew I belonged here.”
Before? She was nervous and alone.
After? She’s home.
The story is: You’ll be embraced by friends from day one.
Bonus: My pal John Azoni defines higher ed marketing storytelling in one minute.
Your takeaway: Infuse main character energy ✨
In any industry, you tell a story when you put yourself in the shoes of your audience and:
Acknowledge the before
Reveal their inner struggle
Show the ideal after
Like this:
“Small class sizes” ➡️ You’ll be learning with mentors who see your potential.
“Your gift makes an impact” ➡️ Your gift shows a student someone believes in them.
“We offer expertise in budgeting” ➡️ We’ll help you plan your future—and those joyful moments in between. (My financial advisor gets this email. Hi, Lisa! 👋)
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