The satisfaction we get from reading a good novel often boils
down to three essentials: an engaging opening, entertaining plot
and likeable - or, at the very least, interesting - characters.
Authors who achieve this trifecta often find themselves on
bestseller lists, and one could argue the same can be said about
brands. Companies who tell compelling stories often find their
products flying off the shelves - and their employees (eagerly)
spreading their message.
In the age of reality television and shows such as The Real
Housewives or Jersey Shore, it's easy to get caught
up in the over-the-top, fabricated storylines that promise dramatic
tension and maybe a fight or two. Jill Pollack
recently
discussed this idea on Spin Sucks, arguing that this type of
entertainment allows us to be lazy. It's a lot easier to tune out
with the DVR than to tune in and focus on reading the works of
greats like F. Scott Fitzgerald or Jane Austen.
But embracing the tension and plot twists delivered by writing
greats such as Fitzgerald and Austen may be exactly what brands
need. Rather than talking "at" consumers, Jill Pollack argues that
brands should be telling stories "in which there is a problem to be
solved or a goal that must be obtained." Give readers a reason to
be reading or better yet, an opportunity to insert their own
opinion or perspective, and suddenly you've developed an authentic
relationship. You're no longer a brand hiding behind a wall of
corporate formality. You've become the bestselling author, the
household name - the company people are proud to display on their
shelves.
It can be challenging to think like a fiction writer - just ask
any published author and you'll realize it's a lot easier said than
done. Here are a few tips to get you started on the right path:
- Be choosy. When you have a lot to say, it's
easy to overwhelm your writing with detail, jumping from one
subject to the next and ultimately confusing the reader. Think
about what you skip over when reading a novel. More often than not,
they are the big paragraphs with far too many descriptors and
adjectives. Leave those out of your work.
- Make readers think. You don't want the reader
to forget about what you've written the minute they finish. Give
them a story that causes them to ask questions and ponder the
answers long after the last page. It doesn't mean you have to drag
your story out - you just have to give them enough information to
inspire further conversation.
- Use tension to your advantage. All good
stories have some sort of struggle or obstacle to overcome in order
to reach the finish. It could be an internal transformation or an
external conflict between characters. Whatever the issue, don't be
afraid to explore it in your work. Just ensure that you keep it as
honest as possible - too much drama screams insincerity, and
readers will pick up on it immediately.
- Be your own worst critic. When in doubt, edit
it out. Though you should always write your first draft without
worrying about spelling or grammatical errors, go back through with
a keen eye the second time around. Tighten paragraphs by removing
unnecessary words and strengthen arguments by keeping your main
points clear and concise.
Channel your inner fiction writer and make your stories worth
reading from beginning to end. If you trust your own creativity and
imagination, then your readers will soon follow suit.