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In today’s episode of The WorkPlay Podcast, we’re chatting with April! April Pertuis is the CEO and founder of Light Beamers, a company specializing in storytelling, with over 30 years of experience in journalism, video production, and brand storytelling. For WorkPlay members that want to have an outstanding brand, April discusses the importance of storytelling in branding and marketing, and shares why you need to tell personal stories to your audience authentically in order to create a strong emotional connection with them!

Utilize a Framework

April uses a story arc framework, focusing on the before, the transformation, and the other side, to create compelling visuals for WorkPlay members. April assures, “Storytelling is not complicated… Storytelling is really just pretty simple to begin with.” By following a structured framework like the story arc, you can effectively convey a narrative that resonates with your audience and drives engagement.

Encourage Authenticity

April advises WorkPlay members to own your story and be authentic in your visual storytelling to captivate their audience. She emphasizes the importance of authenticity, stating, “The most powerful stories in the world are the ones that are the most real and authentic and vulnerable.” By being vulnerable and genuine in your storytelling, you can establish a strong connection with your audience and create visuals that truly reflects your brand identity.

Create Emotional Connections

By infusing strong emotions into the visuals, April helps WorkPlay members evoke reactions and connect with your audience on a deeper level. She highlights the significance of emotion in storytelling, mentioning, “The most powerful stories in the world are the ones that are the most real and authentic and vulnerable.” By incorporating emotions like nostalgia, empowerment, or humor into your visuals, you can elicit strong responses from viewers and make a lasting impact.

Stake in the Ground

Emphasizing the importance of having a stake in the ground, April encourages WorkPlay members to define your unique positioning and stand out in their visual storytelling. She stresses the need to have a clear stake in the ground, stating, “You’ve got to own your story. You have to do the work to understand your own story.” By establishing a distinct narrative and brand identity, you can differentiate yourself in a crowded market and attract your target audience effectively.

Diversify Storytelling

April encourages WorkPlay members to explore different stories and mountains they have climbed to bring variety and interest to their visual content. According to April, “You don’t just have one mountain in your history. You have many mountains.” By delving into various experiences and narratives, you can create a diverse range of visuals that resonate with different aspects of their audience’s lives and interests. This approach adds depth and richness to their storytelling, making your visuals more engaging and relatable.

April’s Advice to Current and Future WorkPlay Members:

“Don’t keep telling the same story. Find other stories that inspire you.”