Digital storytelling: Let’s get visual (visual)

So, you’ve decided it’s time to get your organization or company’s data to do some serious heavy-lifting for your brand story. You’ve pulled the numbers, hired a designer and now you’re ready to put up the scaffolding. Whether it’s the number of donations you received last year, your edge on last month’s sales next to the competition, or your latest reader survey results, remember to put storytelling principles first.

Keep these tips in mind as you start story construction:

1. Show don’t tell: Let the numbers prove your point. Rather than saying, “We’re better than the competitors,” show the sales data that validates that and let your reader reach their own conclusion.
2. Bring in conflict: Great stories have great heroes who overcome adversaries. What’s the “battle” your audience faces and how does your product or service make them victorious — and how do the numbers support that argument?
3. Relate it to people: Demonstrate how the numbers relate to humans. Think donors and customers over the dollars they give or spend, for instance.
4. Remember the goal: Don’t forget the objective of your story and your message to the audience. Is to build awareness? To drive sales? To hoist your reputation? You can entertain and surprise the reader along the way, but don’t forget why you’re in business and make sure the story helps in your quest.