Liam Sandford

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5 storytelling principles for creators

Liam Sandford

If you care about your audience, storytelling is an essential skill to learn.

5 storytelling principles to maximize connection, engage your audience, and leave a lasting impact.

Stories are about moments

Too much context kills your story.

Your audience needs the defining moments, not every moment.

How does this work in action?

Build connection through emotion

People forget what you said.

They remember how you made them feel.

In your opening, trigger an emotion:

• ‘That’s so funny’

• ‘Wow’

• ‘That’s crazy’

• ‘Finally, someone said what I feel’

• ‘Now I get it’

Keep the story moving.

Everything you say should move the story to its next step.

Longer does not make it a better story.

You are playing the attention game.

If it doesn’t add value, it doesn’t need to be said.

Keep it simple.

You lose your audience if they have to figure it out themselves.

Don’t try to be clever.

Use everyday moments that most people will resonate with.

Talk about how you achieved something exceptional.

People love hearing about change.

It makes them feel they can do it too.

  • What did you learn?

  • What was the defining moment?

  • What was the outcome?

  • How did you feel?

Create ‘eyes light up’ moments for the audience.

Watch your audience, learn which parts of your story create reactions.

Creating moments for your audience makes you memorable.

Your story might be the reason they take action to improve their life.

Stories help you scale impact.

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