When thinking deeply about the story, there are usually many emotions associated to every story chapter. It is necessary to identify all those emotions and decide which of them you want to convey and how you want to do it. To identify the emotions embedded in the story, you may ask yourself about the emotions experienced when telling the story, and which specific facts are at the origin of such emotions.

Then, to decide the emotions to convey and how to do it, it is convenient to think about which of these emotions are likely to help the audience to better understand the story message, and whether these emotions may be transferred through the tone rather than just using expressions of feeling. Emotions are what strengthen the connection between the audience and the story, and so they are a sensitive point to deal with.

At this point, it is important to decide the most adequate sequence of emotion delivery for a better understanding of the story, and to support these emotions by facts that provide a measure of the emotional strength. To effectively convey them to the audience, it is necessary that the teller takes ownership of the emotions and feels them in the depth of his or her soul. If the teller does not believe and feel what is saying, he or she is not likely to be credible in the eyes of the audience. Furthermore, it is necessary to consider the cultural context to properly adapt the emotional content to the audience cultural codes.

To keep the audience engaged it is necessary to use the power of the turning points. There are always certain moments when a fact or a conjunction of facts triggers a domino effect to change the direction of the story. These ups and downs fuel the compelling power of the stories, and therefore it is necessary to identify them carefully in the story crafting process. Such moments have to be depicted constructing well described scenes where all the relevant details are shown. Here it is especially important to provide high quality visual support to help the audience imagine the scene.

Beyond the mentioned means, how else do you think that emotions may be conveyed when telling a story?

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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