After the Auschwitz concentration camp was liberated in 1945, Otto Frank was a free man — only to discover that he was the singular member of his family to have survived the holocaust. His daughter Anne’s red-checked diary and notebooks were all that remained — bearing testament to the struggles of an innocent teenager trying to make sense of life while living through a war, hiding from the Nazis, in a secret annex of a factory in Holland.

Otto went from publisher to publisher until Doubleday agreed to publish Anne’s memoirs and shared with the world the ‘Diary of a Young Girl – Anne Frank’.

Anne’s honest and stoic outpouring of her heart into her diary, while the world around her devolved and threatened her family’s very existence, started with the intent to keep a record of her time in the annex to later publish it as a book. It was to become a story that would strike a chord with readers across the globe, effectively changing world history.

Anne’s story became a turning point, a stirring reflection on the destructive power of humanity along with becoming a symbol of tolerance and hope. It was a story humanity needed then, as much as it does now.

It is no wonder that ever since the war, Anne Frank’s diary has been translated into more than 70 languages, and over 30 million copies have been published. The book rightfully is a literary and historic landmark.

What a story!

The power of a well-told story

What happens when we hear a well told story? We are pulled into the drama, becoming a part of the narrative. The world fades out and we move to the edge of our seats, all senses engaged tantalizingly as the story peels off its layers — “This is happening to me. This is my story. How do I feel about this? Gosh! What am I going to do next?”

Nothing else exists!

A great brand story has that exact same effect — you are memorable. You leave an indelible mark on the psyche. And nothing else exists.

Analysis and statistics are beneficial but they fade away very soon. To inspire and foster action, you need a fiery story that fastens your heartbeat and creates ripples in your soul.

Stories are not just limited to bedtime tales and grapevines. They have a much broader impact. They are involved in the way we present ourselves, our new business pitches, information dissemination, interaction building, teaching and influencing.

If you can narrate a good story, you stand out and be seen – you are loud enough to be heard over others. That is a competitive advantage.

While executives strive to perfect their PowerPoint presentations, what they need to perfect is how to tell a powerful, memorable and motivating story to their audience.

How to tell a good one

First, Ideate.

You are the storyteller, hence it’s important that you believe in the message. Close your eyes for a minute before you start writing. What do you want to talk about? What was your watershed moment? A job change? Or an incident on a seemingly nondescript night that moved you. Are you passionate about your story? Because if you aren’t, chances are your readers won’t be either. Does the message excite you, move you, and thrill you? Because only then will it thrill your readers.

Who is listening?

The same story can provide different responses to different people. Is your story relevant to your audience? Do you understand the needs and nuances of your listeners? Ask yourself this –

• What is my personal interest in the story?
• Will my readers benefit from the outcome and why should they be interested?
• Does my story identify my reader’s need and solve it?
• Does it create value and impact in the society?

Less is more

Your rough draft can be as lengthy as possible, but as you proceed, the information you’re sharing should be refined and crisp. Only what is very important should remain. But relevant details should not be missed or listeners could miss context. It’s like writing a poem, wherein selected words express an ocean of meaning. Trim out fatty portions and serve a lean, neat and crisp version.

Self-important much?

Agreed this is your story, but in order to inspire action, it must be a relatable account of your journey — replete with lessons learnt and challenges overcome. When it encapsulates your opinions and experiences, it will engage your listeners and nudge hope and ambition. Simply an account of your greatness and natural-born talent will disconnect your audience and quite honestly — put them off. People don’t want to know how great you are. They want to know how you got to be great.

A good story comes from a life well-lived

When a movie star receives a ‘Lifetime Achievement’ award, it is usually someone who has braved life’s challenges and climbed mountains, developing life skills and humility through the grind. Their success is then well-earned and well-deserved. The challenges resonate with the real-world audience. Your life does have an abundance of good stories to share. Use that in your story. But remember to share only the elements worth sharing. Feel free to skip the part when a dog ran away with your breakfast bagel on a cold winter morning.

The emotional connect

You know what makes for a really good story? When we share that, which we most want to hide. Use your judgment (we insist), but do share your darkest secrets – as nothing is more relevant for your readers than tales of human failing, and nothing strikes a chord more than brutally honest depictions of real struggles between expectations and reality. Be vulnerable at the start of your story, have an emotional beginning to your journey, share challenges mid-way and then cover how you rose to those challenges like a phoenix. Aah! Vindication for all stuck on life’s hamster wheel. Telling your readers – “It was tough at first but I made it”, gives them hope by association.

A good story comes from a place of conviction, exposes the storyteller’s struggles and inspires action. Your story is a representation of yourself and your brand in the market. Make every sentence count. Make it worth a read!