6 WAYS TO MAKE STORIES STICK & SPREAD. (The STICKY Story™ Framework.)

What pops into your mind when I say the words, “Once upon a time…”?

Better yet, say that out loud.

(Go ahead… take a moment.)

“Once upon a time …”

Feel that emotional charge? That story pulse?

Stories can spark our emotions. They are also how we process and share ideas.

And these days, none share stories better than the top tier of TED Talk speakers.

Wildly popular, with billions of online views, TEDsters have redefined keynotes and re-shaped how we share “ideas worth spreading.” Naturally, story-wrapped ideas are central to that success.

So then, it follows… What differentiates good stories from GREAT stories on stage or screen?

The answer is simpler than you think.

In fact, over years of formal study and experience, I’ve discovered and refined a useful story framework that you can use on and off any platform stages to make any story sticky.

The 6-Part Story Framework.

For TED-style communicators, a STICKY Story™ is built with six keys.

1. STRUCTURED.

A STICKY Story is structured in an uber-tight narrative arc.

By that, I mean you want to share a concentrated problem to solve in your story. But instead of Joseph Campbell’s 12 stages of The Hero’s Journey, embrace an efficient 3-part story structure: set-up, problem, resolution. There’s an arc and “shape” to this model. No one illustrates this more clearly (or with more humor) than the late Kurt Vonnegut. Watch hereas he chalkboards his “man falls in a hole” story flow, chortling, “People love that story!”

The 1st key of a STICKY Story is that it is structured to engage and hold attention.

2. TEXTURED.

A STICKY Story is textured around a visceral set of details.

By that, I mean you want to emphasize exploiting a few of the five senses in your story. Describe the plumber’s colorful grunt as he kneels to repair the toilet. Recount how July’s tin roof heat supercharged the room’s odors — smells from the commode and the plumber. Demonstrate how he twisted to reach the wall behind as two sweat beads slid in unison — one down his nose; the other down his backside. Then you gagged!

The 2nd key of a STICKY Story is that it is textured enough for an audience to picture the details.

3. IGNITING.

A STICKY Story is igniting and points to next steps.

By that, I mean you want to compel viewers to pursue a specific, discrete set of actions in your story. But these aren’t “save the whales”-sized steps. Instead, these are Winnable Wins in the form of doable, repeatable, habit-forming suggestions. Metaphorically speaking, invite the audience to walk to the water’s edge; pick up a piece of plastic; and ask them to do the same. Repeat. Each action models (and spreads) the idea!

The 3rd key of a STICKY Story is that it is igniting to drive an audience to friction-free action.

4. CONNECTING.

A STICKY Story is connecting and prioritizes relatability.

By that, I mean you want to emphasize approachable and relatable facets of your story. Remember to start where they are. Design entry points. You’re the niche expert; don’t forget your audience isn’t. So take their hand, guide them over your story threshold into an incremental understanding of your world — and how it can become theirs. Pursue connection in your storytelling and the audience will mentally enter your tale!

The 4th key of a STICKY Story is that it is connecting with an audience’s experience and memory.

5. KID-LEVELED.

A STICKY Story is kid-leveled to facilitate comprehension.

By that, I mean you want to use simple language at the 7th-grade level in your story. Adopt a conversational tone and clear sentence structure. Think Hemingway (pithy) here, not Hawthorne (florid). Newspaper editors have long understood this truth: Small words and short sentences work wonders for big ideas. This also isn’t the time to leverage acronyms or industry lingo. Think bedtime story-level tales that can be re-shared!

The 5th key of a STICKY Story is that it is kid-leveled to facilitate re-tellability.

6. YOURS.

A STICKY Story is yours so it radiates warmth and energy.

By that, I mean you want to emphasize your personal experience in a story. Our own stories are always the most visceral. We know our experiences better than anyone and therefore we communicate them with more enthusiasm. Tales of VIPs may appeal, but they can introduce dissonance. After all, few alive today knew JFK or MLK. So your understanding of who they were can clash with mine. Default to sharing the pulse of who and what you know!

The 6th key of a STICKY Story is that it is yours to sparkle for an audience.

ONCE UPON A TIME…

So the next time you say, “I want to share a story…” know that it primes your audience. They instinctively lean in — expectantly.

But first there are six boxes to check in designing it. Begin with the STICKY framework and you can be confident that what sticks will spread!

Legal Notice: STICKY Story™ and STICKY Stories™ and derivative acronyms (aka, S.T.I.C.K.Y. Story/ies) are pending trademarks of CONNECT to COMPEL, Inc. Any use of those terms requires permission and attribution.

I am DEVIN D. MARKS. This newsletter shares what I’ve learned from deep dives into the world of TED Talks and idea spreading. Over the years, I’ve been privileged to serve 100s of authors, executives, and researchers — from million-view TEDsters to CEOs winning 9-figure funding rounds. My public speaking and story training firm, ​CONNECT to COMPELhelps leaders, just like you, to maximize your message. We can connect via 617.804.6020, or you can DM me ​here​.