Does Your Story Have Soul?

Definition, techniques and an inspiring example

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Hello friend,

How are you? I hope you find time to enjoy the summer. Refueling and distancing from our daily grind is a must for greasing our “creative wheels.”

Today I’d like to share an idea I bet you come across quite often in your work.

How can you tell your story has soul?

The whole concept of ‘soul’ is quite sneaky to pin down.

Outside the spiritual realm, Oxford Languages defines soul as:

Emotional or intellectual energy or intensity, especially as revealed in a work of art or an artistic performance.

Think about your favorite movie.

What particular scene in the movie touched you? Can you use a single word to name why you like the movie?

Chances are that the reason why you found the movie “has soul" is related to the fact that some narrative elements are also present in your life.

Another perspective I like:

Stories are like people. They have a body, and a soul. The body is the plot, the actions that happen. And the soul is the character, the protagonist, the key person (or persons) bound by the circumstances of the plot and forced into decisions.

- Kristen Overman

First, you gotta set the basics

When you’re planning your video story, photo shoot, presentation, comics strip, or any other branded visual story you’re working on, you first need to address these questions:

• What is your business goal?

• What is the overarching message (i.e., theme or big idea)?

• Who is the audience? Their frustrations? Challenges? Reward drivers?