value. When that emotional experience is coupled with useful information,
the value doubles, and people will love it.
It is important to remember the concept of structure in your storytelling. This
means that you can’t just write a couple of thousand words and put it out into
the world and expect it to make a difference. You also don’t want to simply
show people something cool that happened. While cool things happening to
your brand are great to share, sharing them in the form of a story will always
lead to better results. It’s the difference between telling someone that you
graduated from university with honors, versus telling someone about how
you grew up in a low-income family that couldn’t even dream about sending
you to college, which meant that you had to study extra hard to get to the top
of your class so that you could secure a full-ride scholarship and make your
parents prouder than they ever had been before. Adding context and narrative
progression to those cool events turns a boring post into an inspiring story.