How do we get people to believe in our brand story?

Have you ever been caught up in a really good story, but then realize it's got a lot of plot holes? Or on the flip side, have you ever read, listened to, or watched a really good story, and you really want to remember it, but you're just having a hard time paying any attention?

Bad stories can be delivered well. And good stories can be delivered poorly. In both cases, they're not doing anyone any good in the long run.

The Secret to Storytelling Success: Confidence + Believability (Internally and Externally)

1. Come up with the story: I know, this is a task (and maybe several blog posts) in and of itself. Just know it should be memorable, speak to the audience, and support your business goals.
2. Pitch it internally: Here's where many companies fall flat -- great stories often don't get off the ground because no one seems to believe in it. Pitch it with confidence and excitement. Forget about failure; if you're open-minded to feedback, and can understand where people are coming from (rather than what they are recommending), then you'll be a great storyteller and collaborator. To practice, you might try improv. According to my friend and digital marketing pro, Gary Ware, improv can really help you think on your feet, deliver with confidence, and respond to your audience.
3. Deliver it externally: The external "pitch" needs to be as confident and believable as the internal one. Consider the voice and method of delivery. Consider whether it can be shared in multiple ways on various platforms.

If you're on the approving-content side, keep an eye out for bad stories delivered well. Sometimes an enthusiastic pitch can make you believe something that's just not right for your brand.