Storytelling
This should be two separate words – two separate things, as each is such an important part of painting the picture.
First, the story itself. It must be relatable – personable, authentic – to create empathy and understanding. It must relay message and personality, as well as address the important questions to be sure goals are met.
But, more importantly, is the telling…where the true magic lies…where emotional appeal plays on curiosity to create connection that can pull an audience into the story. Three different people can tell the same scary story and make you jump, but – with the right voice, the right paintbrush – a true teller can make you relive the story later…in the dark.