Three Storytelling Techniques for Standout Content

I’m sure you’ve been told a million times that content is king, that it boosts your visibility, that it helps you stand out. The trouble is, the Internet is saturated with content, and this creates a headache for entrepreneurs like you who are looking to spread the word about their business with brilliant marketing content. How are you to stand out if everyone else is writing content too?

The good news is, there is a way you can stand out if you’re willing to be a little bit creative. Marketing gurus talk about telling the story of your business. So, who better to turn to for inspiration but master storytellers – bestselling authors. I’m going to share with you some storytelling techniques that bestselling authors use. These storytelling techniques are simple to use and they’ve worked since the beginning of time. We’ll start with…

Character Creation

All authors base their stories on a central character, what they do and how they feel. And they know these characters inside out. In a business context, you can treat your customer as a character, and get to know them the way authors do – with a character sketch, which is a profile of a character. You take a typical customer from your demographic group, and do a character profile of them, exploring their interests, what media they consume and what problems they’d need solve.

This is a picture of an old man with a long, wrinkled face and a forked beard. He has a thin, knobbly neck poking out of his shirt collar.

You can also do a character sketch for yourself. Take the time to explore why you do what you do, what you want to achieve for your customers and how you achieve that goal. You can then use that knowledge, of yourself and your customers, to create content that appeals to them, that shows you understand them and can make their lives better with your products and services.

Next up, we have…

Plotting Techniques

For a story to be a story, something has to happen. That central event in a story is a plot. An author will create a plot that’s full of tension, leaving you wondering what’s happening next. But as a business owner, you’re more about resolving conflict than creating it. So, you create a problem-solving plot. And you do this using a plot structure that has existed since stories began and still works brilliant. That is the three-act structure, a story with a beginning, a middle and an end.

For the beginning, you lay out the problem; you set the scene. You ask the customer if they have an issue that needs to be solved. For example, I might ask: are you struggling to figure out what to say? Then you move to the middle of the story and talk about the process you use to solve the customer’s problem, the system you put in place. You finish up the story by explaining how you ultimately solved the problem for your customer and how you made your customer feel. Following this plotline when describing your products will build trust among your customers that you understand them and can resolve any difficulties they have.

Finally, we come to …

Setting and the Senses

These techniques are linked to each other and both aim to bring readers into the world of a story. They also help authors create vivid descriptions. Setting is about the time and place where a story happens, and with the senses, you describe what you experience using all five of your senses, not just sight. How you will use this technique will depend on what type of business you own.

If you have a physical product or a beautiful venue, you’re in luck. You can describe your place of business or the wonderful products you create. Talk about the aromatic scents released by your products, the delicious rich tastes, the views on offer, and even the harmonious sounds you may hear when you visit a venue or use certain products. But if you have a service, you can still draw on the senses to describe what you offer. You can think of an object that symbolises your business and use it as a metaphor for what you offer. For example, a coach may use a candle as a symbol and talk about guiding people from darkness into light.

I’ll be blogging lots more about these techniques and how to apply them to your marketing content. And I can also teach you how to use these techniques with my new content training course. You can find out more about it here. Or give me a call on 0876959799.

Pandemic Prose: Heroes

In this week’s piece of pandemic prose, I turn my attention to the healthcare workers. We quite rightly call them heroes for their tireless work on the frontlines during those first frightening weeks of the pandemic – and the work they continue to do. But I do wonder how helpful that label was for them. By calling them heroes, have we inadvertently blocked them from being able to express their feelings?

Healthcare workers tend to be selfless, uncomplaining types, and I can’t presume to know whether they found the term ‘hero’ a burden. But I do feel it’s important to give them the space to be human as well as heroic, to drop anchor a little. This week’s piece explores that idea.

If you’re a healthcare worker, or you know someone who is, I hope this video will bring you comfort. Have a look at it here.

Pandemic Prose: The Figures

In this week’s YouTube video, I trace the rise and fall and rise of the COVID-19 figures since lockdown began, and explore the impact on me and on other people. I also share the reason why naught is a figure I long to see.

I’d be delighted if you’d take a couple of minutes to sample the video.

Pandemic Prose: The Closing

Here’s the second of my ten pandemic prose poems. It also featured in the lineup of the Modwordsfest spoken word festival on 11-12 July – thanks to Anna Jordan for that. I don’t think any of us will ever forget where we were when we heard that we were locking down. It’ll be a ‘where were you’ conversation for years to come. I was in a school, and my piece aims to capture the strange joy of that moment.

If you have a spare two minutes, I’d love you to take a look. Many thanks.

Here’s a video of my latest piece of pandemic prose, The Closing.

Words Are All I Have: Some Pandemic Writing

I’ve written ten prose poems inspired, if you want to call it that, by the COVID crisis. I’ll be posting them up as videos over the next ten weeks and sharing them on this blog.

This first one, Words Are All I Have, was a response to how helpless I felt as the crisis began to unfold. It was published on the Pendemic website, and also featured as part of the Modwordsfest spoken word festival in Waterford on 11-12 July.

If you’d like to hear Words Are All I have, you’ll find it here.

Announcing the WriteWords Online Children’s Writing Course

Every summer, I run a creative writing course for children. And I don’t see why this summer should be any different. Last week, I told you about my online writing courses for adults. Now, I’m going to do an the same for children. I’m going to run an online children’s writing course for children aged between seven and ten.

Inspiration for Writing Course

It was actually two boys I know who inspired me to take my writing courses online. Their mother asked me to give them some writing classes over WhatsApp during the height of lockdown, and they went really well. At first, it was strange speaking into a screen, but the boys took it in their stride, and given that I wasn’t in the room with them, they concentrated really well.

I’m going to run five one-hour sessions. The first four sessions will each cover a different creative writing skill. The final day will be a feast for the senses, as we let ourselves be inspired by what we hear, what we see and what we taste. The sessions will be highly interactive, with lots of laughter and chat, and they will feel like real-world writing classes.

What Will Happen During the Camp

On the first day, we’ll concentrate on language. The children will make up their own words, play with the alphabet and write about summer without using the word summer. The second day will be all about creating characters, both real and imagined.

On the third day, the children will create worlds. This is always a popular session. They create their own countries, name them and draw a map of them. They’ll also travel back in time, to imagine what their house might have looked like in the 1920s. This class will teach them about the value of setting, the place and time in which a story takes place.

Photo illustrates that the online children’s writing course will be just as enriching as a real-world course

Children writing at a big table during one of my previous writing courses. The walls behind them are white and there are paintings on them.

The fourth day is all about what happens in stories: in other words, the plot. The children will devise their own newspaper, filled with exciting stories. On the final day, as the children explore their senses, they’ll create their own disgusting recipes and list and make their favourite sounds.

If I’ve managed to whet your appetite, my online children’s writing course will run from 13-17 July, from 10-11am each day. The price of the camp will be €40 per child, with concessions for two children or more.

If you’d like to book a place for your child, call me on 087 6959799 or email

What You’ll Learn in an Online Writing Course

I was delighted at the response I got when I announced to my social media networks that I was giving online writing courses. I had written a blog post telling people what sorts of online courses I was offering for adults and children, Now I’m writing another one to tell you exactly what you can expect when you sign up for these online courses.

A question will naturally come up in your mind. What will an online writing course be like?

Answer: the same as a real-world class. Or at least as close to a real-world class as I can get it. That’s why I’m delivering interactive classes via videoconferencing rather than posting a series of videos and notes. That’s the way courses are organised on an online educational portal such as Udemy or Coursera.

I want my online writing courses to feel like the real thing. You’ll do the activities in real time and I’ll give you feedback in real time.

I will write a separate blog post about what my children’s writing camp will be like, but for now, I’ll talk about my adult writing course. You’ll have six two-hour writing sessions and each one will focus on a different writing technique. Then I’ll ask you to write your own piece, based on what you’ve learned during the course.

Getting Started

I’ll ease you in gently with lots of icebreaking activities aimed at helping you break free of your inhibitions. You’ll learn that your writing is not as crap as you thought it was. You’ll also discover that when your mind is set free, it comes up with amazing ideas. We’ll also do language activities that aim to help you describe your world in fresh ways.

Three Pillars of Storytelling

The next three sessions will be devoted to each of the three pillars of storytelling: character, setting and plot. Character will come up first. You’ll learn how to create a character and make them come alive.

In the character class, you’ll create a profile for this crazy creature. Photo Description: He’s an old man with a long, pointy bears and a thin face.

Setting refers to the world where your story happens, in terms of both place and time. In the session about setting, you’ll learn how to create believable worlds for your characters. And the plot session will help you structure your story and decide what happens next.

Other Creative Writing Skills

After that, we’ll have a session that’s a feast for the senses – literally, as you’ll be learning how to weave all five of your senses into your writing. We’ll explore how our senses can evoke emotions and unlock memories, which will give you inspiration for your writing. Our final class will deal with point of view, as in the point of view we choose to tell our story from. The viewpoint we choose will shape how your reader experiences the story and what opinion they form of the characters.

The Final Bit

After the six sessions are over, I’ll ask you to create a piece of writing of your own. You may have been inspired by one of the activities on the course, or you may have a piece of writing you were already working on. You send it to me and I will give you feedback that will help you develop it further, if you wish.

If you’d like to chat to me directly about how these classes work, call me on 087 6959799 or email

How I Rewrite Content

By Derbhile Graham

Here’s an example of content I have rewritten to make it more concise and more interesting to read. It comes from a blog called How DO I Open My Jar/Tin of Caviar, from Caviar Star.

All the perishable caviar products sold by Caviar Star come in vacuum sealed containers. Whether it’s our screw-top vacuum jars or pop-down vacuum tins, our containers are sealed tight to ensure that the caviar remains fresh and uncontaminated for the duration of its trip to the customer.

Although using air-tight containers to minimize air exposure and other contaminants is important, these jars and tins can really cause a headache, or hand-ache, when trying to get them open.

Best methods for opening vacuum jars and tins: Rather than using your hands, reach into your pocket and pull out a coin, or track down a tool like a butter knife or church-key bottle opener. Applying a little pressure between the lip of the lid and the threading of the base will break the seal and pop open your caviar jar or caviar tin quite easily.

And here’s what I’d do.

At Caviar Star, we pride ourselves on keeping your caviar fresh no matter how far it travels. We vacuum seal all our caviar jars and tins to prevent the from being exposed to the air. There’s just one problem with these vacuum seals – you may find it hard to open your jar or tin of caviar.

So, what’s the best way to get your delicious caviar open?

Just reach into your pocket and pull out a coin. If you don’t have a coin, try a butter knife or church key bottle opener. Slip your coin between the lip of the lid and the jar or tin itself. The pressure of the coin will break the seal and you can open and enjoy your caviar right away.