Different narrative / storytelling structures are commonly used for different use-cases / objectives. These are not rules, but just some observations.

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Story99.com is a Branding & Storytelling Consultancy for B2B, Tech & Deeptech

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Storytelling Science

Build memorability

• Funny stories / comedy: Makes the story more memorable by engaging the audience emotionally and tapping into our innate desire for levity
• Superlatives: Commands attention with claims of something "unmatched or unforgettable"

Build trust

• Fear → Address: Builds deep trust by acknowledging real, relatable fears before offering reassurance
• Man in the hole: A human-first approach that builds deep trust through honesty and insight
• Skeptic → believer: Acknowledging doubts early on disarms the audience and builds trust
• Case Study: Blends storytelling with proof, building authority and trust
• My personal story: Builds trust through vulnerability and authenticity

Increase attention

• Q → A: Immediately grabs attention by posing a compelling question that sparks curiosity
• Data / numbers → context: Uses quantitative anomalies or scales as a powerful entry point to immediately grab attention
• Show something: Prioritizes immediate visual or sensory engagement to capture attention before giving exposition
• News → explanation → implication: Begins with a concise, attention-grabbing piece of news

Create emotional connection

• Problem - blown up: Emotionally engages the audience by making the problem feel urgent or personal