Sunday Stories
Your weekly dose of storytelling inspiration
Bonjour storytellers!
Soz if you were left without something to read with your afternoon cuppa last Sunday. No excuses. Just life and a temperamental arthritic knee getting in the way. But I’m back so stick the kettle on and enjoy a few moments to yourself.
Hilary x
Story spotlight - Ffern
Not gonna lie but I’ve been doing this game too long not to sniff out a fraud 10 paces out. You know the type - an over worked story that’s clearly just a cheesy sales pitch in disguise. But every now and again, I come across a brand striking the perfect balance between storytelling and selling…or should I say smelling?
Ffern are an organic perfume maker just down the road from me in Somerset. Their pitch is super clear:
At Ffern, we take a fresh approach to perfumery, and to perfume making. It’s all driven by a simple goal: better perfume.
To receive a bottle of Ffern, you must first join the ledger. The Ffern ledger acts as our guide each season; we make one bottle of the fragrance for every name on our ledger, no more. Working in this way allows Ffern to remain true to traditional, small batch production processes and - by being so tightly controlled - to minimise waste.
Love it; purpose, vision, mission and values…boom. And the perfume is out-of-this- world delicious. Take a look
Technique to try:
Inspired by the simplicity of Ffern’s language, here are 3 ways to make sure your words don’t overshadow what you really want to say.
Be genuine in what you say. Align your messaging with your values rather than being virtuous for the sake of how other’s perceive you.
Focus your efforts on providing value. Think helpful content, valuable products/services and meaningful engagement that gets conversation flowing.
Bin the buzz words and don’t jump on every trend. While it’s important to stay relevant, over-use of trendy terms or poncy language can come across insincere.
For more tips, check out The Everyday Storyteller podcast. It’s on a bit of a break for now (watch this space for news of a NEW show coming soon) but there is a whole archive of 3-4 minute episodes for your listening pleasure. Listen here
Creative prompt
Not sure what to talk about this week with your audience?
How about sharing a post on the difference you make to others. All too often we fixate on the obvious benefits of our service or product. Spend some time reflecting on kind words you’ve received from your customers about the more unusual impact, the non-tangible things like feelings, emotions, confidence, joy. Share this with your audience to help them get a sense of what they could experience too.
Check out an example of how I created a Reel about the difference I made to a new author struck down with Covid weeks before going to print with her book. See post. Feel free to use the format as a template for you own story.
Resource recommendation
I’m seemingly all about nostalgia at the moment (see my last Substack where I ponder the role of looking backwards when writing your brand story). Maybe it’s an age thing? Either way, I’m absolutely loving listening to Mikita Oliver and Lily Allen’s new BBC podcast - Miss me?
Two best friends chatting away like…well..two best friends. Deeply funny. Giving me all the late 90s / early 2000 feels. And proof if you need it that good storytelling doesn’t need to be profound, just relatable.
Community corner - Ami, Bisbrooke Artisans
A small business success story about pivoting? A tale of loss and coming back stronger? A playbook for anyone coming to terms with a cancer diagnosis? A love story? Who knows but I adore everything this woman so generously shares on her Instagram, Especially her recent escapades dancing naked (yes NAKED) in front of a packed audience at the London Palladium and, plot twist, the return of her American husband Lance.
Ami and I have had many exchanges over the years about the importance of storytelling (as a previous teacher she really gets it) and is definitely someone to follow on Instagram for inspiration and, more importantly joy. She is a force.