In our efforts to offer stories we perceive as engaging, we fall victim to complexity. When, in fact, we must strive for storytelling simplicity. Not because we want to underestimate our target audience, but because we won’t try to confuse our friends and relatives. Here’s a story to help you remember that.
“Write for idiots.”
This is the most shocking advice I’ve ever received, very early in my career as a content writer.
Back then, I naively believed my job was to tell beautiful stories that captivated people. The truth was, my writing was supposed to convert.
“I know what you can do, but you’re not supposed to.”
I almost quit content right then, shocked that I had to “waste” my skills on idiots. But it ended up being one of the most resilient pieces of advice in my professional journey. It took me a little bit of time and a little more experience to understand that it’s not about the audience, it’s about the style.
Much later I came across a more moderate statement attributed to David Ogilvy:
“The client is not a moron. She’s your wife.”
That implies respect, care, and a desire to be understood. And that’s where storytelling simplicity gets to shine.
It’s not just about knowing our audience. But about how we approach it.
When we tell stories, we need to be honest with ourselves in several ways:
- Are we respecting our audience’s time?
- Do we have a clear message that deserves attention?
- Are we trying hard enough to be easily understood?
Remember:
A successful story is a story understood.
I’m M. K., and I share unexpected storytelling lessons.
