A good story is like a first date

Nothing as uncomfortable as a blind date. Fortunately, there are Instagram and Facebook and a name is all you need to know more about your date. Also, if you want to tell a story, it's best to know who you have in front of you. Writing a text? Then define your target audience first. Who are they? What do they do? What drives them? Do you need to give a presentation? Then research the people you will be doing it for and capitalize on your common ground.

There you are with your date. And of course you want to make a good first impression. That's why you tell the most important thing about yourself right away. That which sets you apart from all those other profiles on Tinder. In a text or presentation, it's no different. Don't overload people with all your knowledge, but stick to the essentials. Briefly and concisely clarify what you have to offer (the well-known "what's in it for me"). And remember that sometimes a picture says more than a thousand words.

The ice has been broken. Your date hasn't rushed out the door. But now, you need to keep them at the table. The same goes for your reader or listener. How do you keep them engaged until the end of your text or presentation? By surprising them. With contrasts between words and images, clichés with an unexpected twist, or a future scenario that sparks curiosity.

By now, the date is halfway through. After the initial small talk, it's time for the real work: building the connection. The same goes for texts and presentations. 'Make people care'. Make sure they feel involved in your story. And don’t be afraid to be open: a personal anecdote can really boost that sense of involvement.

The connection is made. Things are going well. You now have one last tiramisu to convince your date that you're the right match. And do this without bragging too much. To present your story in a credible way, you can have someone else speak on your behalf. Let a testimonial back up your statements, or use the wise words of a well-known person or other brands in your portfolio that are relevant to your story.

At the parting, you have only one goal: to secure a second date. Either by suggesting an activity yourself or by putting the ball in the other person’s court. The same technique works in stories. Either you build your story around a specific object (which you then use in your presentation), or you engage the imagination of your reader or listener to paint a scene.

So, the date is over. You walk back home. And suddenly there it is. That perfect opening line you couldn't come up with before, but can now, because you know your date better. It's the same with a story. You usually only find the perfect title for your text or opener for your presentation after it's finished and you know the content. So don't stare blindly at it in the beginning. And is it still too late? Then you can always use that perfect opening line on the next date.