Tell the story so you can see it

Posted on June 18, 2007 by Melissa Worden

In Al Tompkin’s latest Poynter Centerpiece, he interviews Valerie Geller about how to write visually — an essential component to good audio storytelling. Geller should know; she’s worked with more than 500 radio stations in 27 countries and teaches radio journalists about visual writing. Here’s what I see as some of the highlights that we can apply to audio podcasts, slideshows and online video:

Says Geller:

“Many people do not think of radio as a visual medium. But a talented storyteller who writes with dazzling detail can tap into all of the imagery and emotion stored in the listener’s brain and make him feel that he really is “seeing” the story. While telling a story in just a few words is key in writing powerful news copy, the visual element is important to keep listeners engaged.”

What makes a great “story”?

“WHO, WHAT, WHERE, WHY, WHEN, HOW, but also:

>> HOW does this story affect my listener?
>> HOW can I describe things more visually?
>> HOW can I make someone care about this?
>> HOW, or in what way, do I care about this?
>> HOW come I am putting this story on the air?
>> If a problem is presented, HOW can it be solved; what are the solutions?
>> HOW did this happen; could it have been prevented?
>> HOW else can I tell this story?
>> HOW would I tell it to a friend?
>> HOW can I make it better?
>> HOW would I tell it if my very life depended on not losing a listener?
>> and HOW would I put this on a demo to get another job if I needed one?”

And men and women don’t hear the story the same way, she explains:

“Visual descriptions are especially important to men. Brain research shows that men are more stimulated by visual details, and language that describes events with accurate visual elements tends to make them pay closer attention to a story.

Women, on the other hand, are emotive. If a woman can “feel” an emotional connection to a story, she is more likely to listen closely and take in the information. For a story to appeal to both men and women, it should deliver information using both visual and emotional language.”

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Tags: audio slideshows, audio podcasts, storytelling, video

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