Introduction to Persuasive Storytelling Copy

In this module you will be introduced into RNW Media’s approach to create effective and persuasive pluralistic content. There are four pillars to the persuasive storytelling approach:

1. Knowing your target audience

This is probably different from the way you are used to speaking about a target audience,. But it is so specific that it points to exactly who and what behaviour we want to challenge.

In the ‘Know your target audience’ course we look at how to understand:

• the complex reasoning for your audiences behaviour and;
• what emotional payoffs they get from doing the things they do.

Only by understanding this, can you target stories that have a powerful impact on your audience.

2. Constructing a persuasive aim

The next step is simply about knowing what you want to say. Based on your target audience, the creation of an aim is all about knowing what you want to bring to an audience. Do you want to give them new knowledge, skills or attitudes?

3. Creating a Powerful Story

Story is a universal language but often we neglect it, instead we give lots of facts and information. Facts and information are not enough to convince us or to change our behaviour. We need stories and better still if those stories have a strong emotional core.

In the Story section of this module, you will learn the essential elements of a powerful story including how to construct a story that keeps any audience wanting to find out what happens next.

4. Using an Engaging format

The last pillar of the persuasive storytelling approach combines thinking creatively and looking at formats. A format is a way to tell a story.

We look at what makes each format unique and how to use these formats in new and interesting ways in combination and in pattern breaking ways. You will be guided through the module in a step by step process to apply these techniques. If you want to implement your learning into your work, great! There are optional assignments that help you create content.