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May 27, 2024 • 1hr 54min
How To Master Storytelling
My First Million
In this episode, Shaan Puri sits down with David Perell to share the frameworks and tactics he has developed to become a better storyteller, writer, and creator of binge-worthy content. Shaan is known for his ability to craft viral social media posts and build large online audiences, and he distills the key principles behind his success.
How To Master Storytelling
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Key Takeaways
- Shaan Puri has developed effective frameworks for becoming a better storyteller, writer, and creator of binge-worthy content
- The key is to focus on building a "binge bank" of content that hooks viewers and makes them want to consume more, rather than just chasing immediate results
- Shaan emphasizes the importance of "intention and obstacle" as the core structure for compelling stories, whether in writing or speaking
- He advocates using vulnerability, low-status humor, and relatable personal anecdotes to build connection and likability with an audience
- Shaan stresses the value of deconstructing techniques from great communicators in fields like comedy, rather than just studying other writers
- He highlights the power of framing ideas effectively, using surprise and contrast, and evoking specific emotions in the audience
- Shaan recommends practical tactics like changing your physical state, focus, and inner narrative before writing to access more creativity and connection
Introduction
In this episode, Shaan Puri sits down with David Perell to share the frameworks and tactics he has developed to become a better storyteller, writer, and creator of binge-worthy content. Shaan is known for his ability to craft viral social media posts and build large online audiences, and he distills the key principles behind his success.
Shaan emphasizes the importance of building a "binge bank" of content that hooks viewers and makes them want to consume more, rather than just chasing immediate results. He also highlights the power of using vulnerability, low-status humor, and relatable personal anecdotes to build connection and likability with an audience.
Throughout the conversation, Shaan deconstructs specific techniques from great communicators in fields like comedy, rather than just studying other writers. He shares practical tactics for changing your physical state, focus, and inner narrative before writing to access more creativity and connection.
Topics Discussed
The Binge Bank Approach (3:16)
- Shaan emphasizes the importance of creating a "binge bank" of content that hooks viewers and makes them want to consume more, rather than just chasing immediate results
- The goal is to leave a "breadcrumb trail" that allows someone to binge your content and come away feeling like they really know and like you
- This is more valuable than just optimizing for views or shares on individual pieces of content
The Intention and Obstacle Framework (8:05)
- Shaan explains the core storytelling principle of "intention and obstacle" - the hero of the story must have a clear intention or goal, and face obstacles in achieving it
- This structure creates tension and drama, even in low-stakes personal stories
- Shaan cites Aaron Sorkin's advice to "worship at the altar of intention and obstacle" as a key influence
Using Vulnerability and Humor (14:22)
- Shaan learned from comedian Hasan Minhaj that leading with vulnerability and low-status humor is more effective than bravado or trying to impress
- This helps build connection and likability with the audience
- Shaan gives examples of how he's used this approach effectively in professional settings
Writing vs. Speaking (15:53)
- Shaan notes that the principles of good writing and good speaking are largely the same - "write like you talk"
- He highlights differences like the ability to use parentheses and dramatic pauses in writing vs. speaking
- Overall, Shaan emphasizes that 80-90% of the principles are the same across mediums
Framing Ideas Effectively (19:01)
- Shaan believes that "framing" ideas effectively is more important than just crafting a catchy "hook"
- He gives examples of how reframing the same information can make it much more compelling and memorable
- The goal is to make the idea relevant and connect it to the audience's context and emotions
Deconstructing Great Communicators (26:49)
- Shaan advocates learning from masters of communication in fields like comedy, rather than just studying other writers
- He cites examples like MrBeast and Tony Robbins, and how deconstructing their techniques has informed his own approach
- The key is identifying the underlying principles that make them effective, rather than just imitating surface-level tactics
The 5-Second Moment of Change (29:10)
- Shaan explains the concept of the "5-second moment of change" - the pivotal transformation that occurs in a great story
- He illustrates this with examples from movies and books, showing how the hero's beliefs or circumstances shift in a critical moment
- Identifying this key moment is crucial for crafting a compelling narrative arc
Evoking Specific Emotions (46:17)
- Shaan discusses the importance of evoking specific emotional reactions in the audience, like laughter, awe, or inspiration
- He cites examples of how great communicators like Buzzfeed and viral video creators engineer content to trigger these responses
- The goal is to create content that people are compelled to share with others due to the emotional impact
Changing Your State and Focus (56:04)
- Shaan recommends practical tactics like changing your physical state, focus, and inner narrative before writing to access more creativity and connection
- This includes things like doing physical activity, redirecting your attention, and consciously shifting your mindset and self-talk
- The goal is to get yourself into an optimal state for generating compelling ideas and expressing them effectively
Developing Your Unique Voice (1:06:53)
- Shaan emphasizes the importance of developing a distinct, authentic writing voice rather than trying to imitate others
- He shares how he trained a writer to capture his specific tone and style for a newsletter, focusing on elements like openings, jokes, and framing
- The key is to lean into your natural way of expressing yourself rather than trying to be someone you're not
Writing with Humor (1:32:34)
- Shaan discusses techniques for incorporating humor into writing, such as using surprise, subverting expectations, and playing with language
- He cites examples from comedians like Jerry Seinfeld and Theo Vaughn to illustrate effective humor strategies
- The goal is to use humor as a "sauce" to make the content more enjoyable and memorable, rather than just trying to be funny for its own sake
Conclusion
Throughout the conversation, Shaan Puri shares a wealth of insights and practical frameworks for becoming a better storyteller, writer, and creator of engaging content. Key takeaways include:
- Building a "binge bank" of content that hooks viewers and makes them want to consume more
- Structuring stories around "intention and obstacle" to create tension and drama
- Using vulnerability, low-status humor, and relatable personal anecdotes to build connection
- Deconstructing techniques from great communicators in diverse fields, not just other writers
- Framing ideas effectively to make them relevant and emotionally resonant for the audience
- Changing your physical state, focus, and inner narrative to access more creativity and expression
- Developing a distinct, authentic writing voice rather than imitating others
- Incorporating humor strategically to make content more enjoyable and memorable
By applying these principles, Shaan has been able to build large online audiences and create highly engaging, binge-worthy content. His frameworks provide a roadmap for any aspiring writer, storyteller, or creator looking to level up their craft and connect more deeply with their audience.