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Welcome to Shiny New Clients, the marketing podcast that helps you attract shiny new clients to your business. We'll talk about social media, what makes people buy, how to go viral, and marketing psychology all in 20 minutes or less. Whether you're a coach, a stylist or a wedding planner, if you've got a service based business to sell, this is the show you need to fill your calendar. I'm Jenna Warner, your new marketing coach and this is Shiny New New Clients. The secret to Instagram stories is in fact telling better stories. They are one in the same the tips that make you tell stories well are the tips that make you get views on your Instagram stories, plus a couple tips here and there to get the algorithm on your side. Let's get into it did you know that most major cities have underground storytelling system scene? It's a whole subculture of folks who get together and tell stories you may have heard of, most notably the Moth. The Moth Very popular storytelling community. When I lived in Toronto, I got into the storytelling community. I just dipped my toes in it and oh my goodness, I had a lot of fun. If you can't tell, I love entertaining an audience and I carry that skill forward into Instagram content and the way I teach small business owners to get attention on online by entertaining your audience. Now, entertainment doesn't have to be funny or goofy or silly. That's usually the approach I take personally. But it doesn't have to be that. If you think about all the things that entertain you on a daily basis, crossword puzzles, the news, documentaries, true crime, podcasts, those things aren't funny or goofy or silly, but they are still entertainment. So as we talk about storytelling today and we talk about getting views on your Instagram, even if I use silly examples, please remember that you don't need to. You get to do all of this from your own vibe. One of my favorite storytelling shows that I used to do is called Fireside Tales. I don't know if it still exists, but my friend Helder Brahm and Dan Gallia ran it. It was in Toronto in Dufferin Grove park where you could rent fire pits. So they would rent out a fire pit and have a bunch of storytellers come and stand by the fire while everybody sat around in a circ on like logs and tree stumps and picnic tables and tell stories. And sometimes they were funny and sometimes they were gut wrenching and sometimes they were uncomfortable. All sorts of stories eliciting all sorts of emotional reactions from the crowd. Man, I loved doing that show out in a Kind of spooky park next to the Dufferin Mall. It's a mall that gets a lot of flack in Toronto. Okay, anyway, so what do all the stories have in common, no matter what they were about? Well, for starters, they all have a beginning, a middle, and an end. If you want to go a little bit deeper than beginning, middle, end, you've got exposition, rising, action, climax, falling, action, denouement, or resolution. These are the pieces of a story that we learn usually in, like, elementary school, right? So you're set up giving people the lay of the land, describing Dufferin Grove park, for example, then getting into the meat of the action steps, what happened next, and maybe some conflict, tension, and issues with the characters. Then it all leads up to a climax, and then we kind of recover from it. We probably learn something, and we wrap it all up with a neat, tiny bow so that the audience knows when to applaud, even if that feels like a little bit academic and a little bit rigid to you or scary to implement. I promise you, you are doing this right now. You are doing this all the time already. You're doing it when you phone a friend to chat and, like, tell your bestie about all the gossip that's going on or the work drama, right? You introduce the characters, you give them a little bit of a setup, you do that mic drop moment right in the middle, and then you wrap up the story. You're already doing it. And all I'm asking of is to become a little bit more aware of it so you can really utilize that structure when it comes to Instagram stories, a lot of times we go, I don't know what to post. I don't know what the heck to post. I don't know how much this is supposed to be about me or how much this is supposed to be about my followers, or if I'm supposed to teach or if I'm supposed to sell. Like, I just don't know what to post. So let's start with figuring out the structure. We're going to pop whatever we're going to post in into, and then go from there. All right, let's start at the very beginning. Firstly, you want some sort of an introduction, the beginning of the story. Say you were going to film yourself going to a event, a fancy event for your business. Maybe you're going to a networking event. And this would be the perfect opportunity to use Instagram stories to bring your followers along on that journey to the networking event. Instead of starting your Instagram story when you're at the event. Give us the preamble, give us the exposition. Go on camera and say, this is the outfit that I'm wearing to this event. Or show us in your car on your way to the event. Or show us the sign on the door on the outside of the event as you're walking in. That's the beginning of your story, where you tell us where you are or you show us where you are, the very beginning. And then the next clip is going to be you at the event. You pan the room, or you show, like, the free coffee and cookies that they gave you, or you show a picture of you and your friend enjoying a speaker, a little clip of the speaker. That's the middle of the story. And then what people always forget is the end. Wrap it up. Show us you going home. Give us your reflections on how the day went. Show, you know, a glass of champagne, clinking with a colleague because you went out for drinks after this event. And that ties it up with a neat little bow. Even though people aren't going to probably start direct messaging you going, I really loved your story from today. I love how it had a beginning, middle, and an end. They're probably not going to say that, but what they are going to experience is they're going to feel it. They're going to feel like you took them on a journey. They're going to feel, feel the completeness of the arc of your story, and it's going to feel familiar because like I said, we experience storytelling constantly. Tv, movies, books. We have this innate understanding of the arc of a story. And they're going to feel that when they watch your Instagram stories. And it's going to feel good. And they might not even know why, but this is why, simply because you gave it a beginning, a middle, and an end. Now, if we kind of talk about how the algorithm plays into this, and I'll give you a few, like, really clear ways that you can get more views on your story a little bit later. But if we talk about the algorithm, the algorithm loves viewer retention. So the algorithm wants to see that people are continuing to watch your stories and that they're playing them through all the way to the end. That's going to be one of the indicators that gets the algorithm to show your stories to more of your followers, because we have this innate understanding of the arc of a story. When you start playing that out, the intro, the rising action, the climax, people will continue watching because they want to see the story through. Their brains are going to crave to see how this all Plays out. Ever gone to the cinema and watched a movie and like, you hated it, and halfway through you're very aware that you hate it, but you didn't leave. Ever started reading a book and you're like, well, I've got to finish it because I started it. Why? Like, why are we like that? My husband will finish books he absolutely hates. He has such a hard time giving up on a book midway through. He's starting to do it now a little bit more, but only because I bugged him so much about it. I'm like, jordan, why are you wasting your time on this book if you already know you don't like it? But for years he just finished it anyway. Anyway, we're like that. People want to keep watching. So by having a clear arc and taking them along on a journey already, I'm gonna bet you're gonna get more people watching your video all the way through to the end, all your stories, all the way to the end of your little adventure. And then the algorithm shows it to more people. I promised you that I would tell you some ways to get more views on your story. So I want to tell you one of the biggest mistakes that people make with Instagram stories. So remember how we said the algorithm wants to see that you have viewer retention, Right? They want to see that people are watching your stories all the way to the end. That counts for, like, your story overall, but also all the individual pieces of your story. You know when somebody watches your story and you've got a bunch of clips and they can, like, tap through, what is someone going to tap through so quickly and not let it play out? A photo. It takes us 0.5 seconds to observe a photo that you've shared to your story, which means we're going to tap the screen to move forward and all the algorithm is going to see is this wasn't enough to hold that viewer's attention. So if you share a photo to your story, I'd recommend adding more to it so it makes people stay there for longer. Whether that's adding a bunch of supplementary text or adding like a poll sticker or some sort of interactive sticker, add something to it. Because if I just look at your photo, I'm going to keep swiping along and the algorithm's going to be like, eh, this didn't really hold people's attention. There was a low viewer retention. So don't bother showing it to more people. Okay? Also, if you want to be handed Instagram stories ideas, then you would love my new mini offer. I have a super low ticket, very, very easy to use mini course that gives you a five day stories challenge. So every day of the week you'll get an idea for your story that does two things. One, gives you something to post that day that is like easy and rips off the band aid, and two, has marketing psychology baked right into it. I never give my clients a prompt that doesn't also teach you something. This mini offer gives you five days of stories, ideas and it has like some really cool bonuses on it. I don't know what all the bonuses will be at the time that you enroll, but right now I know there's one really good one that gives you like all a bunch of stories, secrets and secret hacks and tricks and stuff that you can use, which isn't mandatory, but it is fun and it will make you feel like you have the inside scoop on stories. Like zooming in on someone's face while you're talking or using the green screen features or adding a time lapse with music. Like all of these features that make your stories more interesting. They're likely to increase viewer retention and they're fun and once you learn them, you're going to see like how easy they are to use. So the link to this mini course is down in the show notes. It's called Strategic Stories five day Instagram Challenge. You can go and grab it. You will gain so many stories, skills and know exactly what to post for 5 days for your business account on Instagram. That's all from me. I'll see you in the next one.