A good story must leave gaps where your audience can insert themselves and fill.

ALLOW YOUR AUDIENCE TO PARTICIPATE

In the world of storytelling, suspense novelist Gregg Hurwitz understands the power of the untold. 

“I once wrote a scene,” he recounted once during a lecture I attended, “where I built up towards  my main character about to be tortured and then ended the chapter there. I never described any of the torture, simply built up to it and hinted at what was to come for my hero. Yet, fans of my work still came forward, describing the darkness and graphic nature of that scene.

“When telling a good story you have to leave gaps where your audience can fill them in themselves.”

Hurwitz’ insight lies in his ability to leave gaps, inviting his readers to imagine the unimaginable. It’s a principle that not only works for suspenseful assassin novels but also has a profound impact on business communication. While we may not be crafting tales of espionage or mystery, the idea of leaving open space for others to join our story is just as relevant in the world of business.

The Mind’s Innate Response

The human mind is naturally inclined to mirror itself in the stories it encounters. Whether it’s experiencing heartbreak during a romantic film or feeling the weight of a superhero’s mission, our minds instinctively put us in the shoes of the characters. We embody what they feel. This happens even when we’ve never personally faced the situations depicted in these stories. It’s how we’re wired.

When crafting a narrative strategy, the primary goal is to establish who you are and where you’re headed. However, it’s equally crucial to leave certain elements of your story open-ended. This allows your audience to become part of the narrative, filling in those gaps with their own thoughts, emotions, and experiences. Their participation is crucial, they must feel invited to join in your story and have the space available to do so.

The Power of Audience Engagement

Engagement is at the heart of effective storytelling. It’s not just about conveying information but also about inviting your audience to actively participate in the narrative. When you provide the framework but leave room for interpretation, you’re allowing your audience to connect on a deeper, interactive level.

Imagine a marketing campaign that sparks curiosity rather than laying out every detail. Customers become intrigued, wanting to learn more, and in the process, they become co-creators of the brand’s story. This engagement fosters a sense of ownership and emotional connection. Their user-generated content then fuels your story and provides social proof. Your audience become co-protagonists of a story and evangelize others to join also.

Leaving Questions Unanswered

One way to leave space for your audience to engage with your story is by leaving questions unanswered. These questions act as mental placeholders, encouraging people to ponder and discuss. In the business context, this can be achieved through thought-provoking statements, teasers, or open-ended scenarios.

For instance, consider a product launch where you hint at the potential benefits without spelling everything out. This sparks curiosity and encourages potential customers to envision how the product could improve their lives. By allowing them to connect the dots themselves, you’re building a more personal and lasting connection.

Additionally, invite your audience to share their own stories and experiences related to your products or services. Feature their stories on your website, social media, or marketing materials. By doing so, you’re creating welcoming open-ended narratives for your audience to join. When one customer shares how your product transformed their life, it inspires others to do the same. This interactive approach allows your audience to actively participate in shaping the narrative around your brand, making it more relatable and authentic.

Empowering Your Audience

When you leave gaps in your narrative, you’re not just allowing your audience to fill them; you’re encouraging and empowering them to do so. This empowerment can lead to a deeper sense of involvement and loyalty. People appreciate being trusted with a piece of the storytelling puzzle. They feel invested, as part of something.

Moreover, leaving space for interpretation fosters a sense of inclusivity. Your audience feels like an integral part of the story, and their input becomes valuable. This engagement can extend beyond your immediate message, sparking discussions and interactions that further strengthen your brand or message.

The Dark Side

If your narrative is false or dishonest, it opens you up to potential criticism and antagonism. Yet, even this presents an opportunity to evaluate the plot holes in your narrative and make necessary adjustments to ensure it feels genuinely authentic and true.Consider this: Your brand promotes sustainability, but your audience perceives it as disingenuous due to some seemingly wasteful aspect of your process. In such cases, it’s crucial to embrace this feedback and address those concerns. Perhaps you haven’t effectively communicated your sustainable practices, or there’s a genuine area where your actions don’t align with your narrative. Use this feedback as a chance to correct and improve.

The fascinating part about leaving gaps in your narrative is that it invites a wide range of feedback. While this may seem intimidating, view it as an opportunity to course correct. Commit to living your story in ways that align with your message and address those concerns. Transform potential antagonists into eager companions on your journey. In doing so, you not only strengthen your narrative but also build a more authentic and loyal connection with your audience.

Apply This Today

In the world of storytelling, the art of leaving space for the audience to fill in the gaps is a powerful tool. It’s not just about suspense or mystery; it’s about engaging your audience on a profound level. By allowing them to become co-creators of your narrative, you establish a deeper connection and empower them to invest in your story.

So, as you embark on your own storytelling journey, remember the wisdom of Gregg Hurwitz. Leave enough room for your audience to step into your narrative, and watch as your message becomes more compelling, engaging, and memorable. In the end, it’s not just your story; it’s a story you build together.