Without A Story You Have Nothing

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Simon Thurston, English Content Director

We live in a digital age — a time where it’s never been easier to get your messages out there.

With platforms like Instagram, SnapChat, Twitter, Facebook and YouTube, you can connect with hundreds of thousands with video or written word in next to no time.

But here’s the problem — so can your competitors. And they’re probably doing so right now.

So while it’s never been easier to share your messages with the world, it’s also never been more difficult to make yourself heard — or to get people to care. And by care, I mean to really resonate and engage with your message, cause or particular initiative or project.

Which is why storytelling is so important. From an agency perspective, it’s about knowing your client’s business inside out by asking the right questions. It’s about digging deep and exploring all possibilities. It’s the difference between having a brief that gives you very little to work with, versus one that sparks your imagination and creative juices.

From a client perspective, it’s about understanding that people respond to emotion and authenticity. Understanding they’re more interested in how and why you do things, rather than what you do. And if you get it right, successful storytelling not only builds your reputation and brand equity, it develops an even more important quality…  trust.

Having cool tactics and technology is great, but without a story it’s just noise on an already noisy social media timeline. But if you can wrap your communications around a story, people will listen to you and engage with you.

Since the first cave paintings were discovered more than 25,000 years ago, storytelling has been integral to the way we communicate. In fact, research confirms our brains aren’t hard-wired to process and understand logic or facts for too long. They are however, wired to understand and retain stories.

So here are some tips I’d like to share with you based on my 15 years’ experience of storytelling:

  • Great storytelling is art — you have to work at it.
  • Do your research and ask plenty of questions.
  • Less is more – try and keep the story as concise as possible.
  • And always keep the audience in mind and ensure the story is relatable.

Don’t forget, for people to read, watch or listen to your story, they must invest their time — the most valuable commodity in the world.


Simon Thurston is Alsayegh Media’s English Content Director. When he’s not creating killer content for clients, he’s often found on a sports field – whether it’s football, cricket or American football. Simon lives in Dubai with his wife, daughter, three cats and one dog.