Use stories that people are already familiar with

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Creating a narrative for your content to stimulate the minds of customers doesn't necessarily mean you have to use a personal story or create a story from scratch. You can also rely on stories that are already known to your target audience, such as movies, books, TV shows, short stories, contemporary and current events, recent or past history, etc.

There are thousands of stories that your interlocutors already know and you can connect them to those memories to illustrate your point, or exemplify what you say, thereby stimulating other areas of their brains related to long-term memory, to keep their attention on your content.

4.- Simple and good, twice as good.
Just like in the movie “Inception,” where mail marketing to doctors Leonardo DiCaprio and his colleagues try to introduce ideas and concepts into someone else’s mind. You should keep in mind that overly complex stories are very difficult to remember.

totem-incepton-movie

If you have a complex concept or idea that you want to share, it's best to break it down into its simplest, most basic components. And from there, craft the narrative to explain it. That way, your interlocutor will be able to remember at least the basic concept and re-elaborate it later based on the story you've told them.

But this doesn't just apply to the concept in general. You should keep it in mind for all your sentences as well. The complexity and length of your sentences sets the pace of the narrative. Too many short and concise sentences make the narrative fast and boring. Flavorless. While sentences that are too complex give the interlocutor no respite and he gets lost in them.

To better understand this point, I share with you a poem (translated) by Gary Provost, quoted in the excellent book “Writing Tools” by Roy Peter Clark:

“This sentence has five words. Here are five more words. These sentences are fine. But too many together they are monotonous. Listen to what is happening. Writing gets boring. The sound gets drowned out fast. It’s like a scratched record. The ear demands some variety. Now listen. As I vary the length of sentences, I make music. Music. The writing sings. It has a nice rhythm, a melodious intonation, a harmony. I use short sentences. And I use sentences of medium length. And sometimes, when I’m sure the reader is rested, I’ll hook him with a sentence of considerable length, a sentence that burns with energy and builds with all the momentum of a crescendo, the beating of drums, the clashing of cymbals – sounds that say listen to this, it’s important.”

Try to write with varying sentence lengths. Try to create a pleasant sound in the ear of your interlocutor. Don't just write words. Write music.

5.- Use images
Images tell stories and capture our readers' attention just as well as words do. Try to use images that your readers can relate to.

Keep in mind that the images you use do not necessarily have to have anything to do with the subject of your narrative, as long as they manage to convey the emotion you are trying to convey to your interlocutor to stimulate the mind of your clients.