Storytelling Tip – Capturing the Difference

Via Scoop.it – Story and Narrative

If you are using storytelling for your business or organization’s marketing, consider expectations for a moment.   Expectations are akin to the “emotional baggage” of the reader. If your content completely adheres to a reader’s expectations, he/she will skim your content and dump it quickly because he/she already knows what will happen next. Having a predictable story arc (introducing an obstacle, mediocre climax, and a foregone conclusion) can bring about these expectations but so can flat characters. The characters we tend to remember are those that are deliciously unexpected. Remember Indiana Jones’ fear of snakes? It brought a funny, endearing quality to an otherwise brash, stand-offish hero.
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