Tips from a Master Storyteller: Telling Stories the Disney Way

The Walt Disney Company has arguably been the most successful storyteller of the past 100 years. From beloved classics like Snow White and Cinderella to modern favorites like Toy Story and Finding Nemo, Disney's impact is undeniable. And who could forget the cultural phenomenon of the Marvel Cinematic Universe and the epic saga of Star Wars?

My personal relationship with Disney goes back to a childhood filled with vivid memories of exploring Disneyland. From the time I first went down Main Street U.S.A. I was hooked. It’s no surprise that I rekindled my sense of wonder last month when Josh D’Amaro, Disney’s Chairman of Experiences, spoke at HubSpot’s INBOUND conference. My reward was an in-depth look at Disney’s storytelling.

Why Stories Matter

Josh addressed thousands of marketing experts on a packed convention floor, each eager to learn how Disney’s approach to storytelling might be relevant for their business. Most of the attendees were aware that storytelling offers benefits such as:

• Increased engagement with their company or brand
• Creation of emotional connections with their customers
• Building trust and credibility
• Higher conversion rates

The internet is full of content that conveys the elements of a good story and Josh acknowledged the ease of Googling such information. Thankfully, he came with far more.

Instead of regurgitating generic storytelling advice, Josh drew the audience in with 25 years of storytelling experience in the style of the Walt Disney Company. While this blog doesn’t aim to cover every detail of Josh’s presentation, I’ve selected tips from Disney’s approach that can be used to improve your own storytelling.

Tip #1: Believe in Your Story

Disney has found that the best storytellers are those who truly believe in their story. To quote Josh, “They believe in it with their whole body. They believe in it with their whole being.”

Think of a time you sat through a presentation or sales call where the speaker wasn’t engaged. Their words may have come from a script or training material but you could tell their heart wasn’t in it. Were they successful at drawing you in?

To convert customers your story must be your truth. You also need to believe that the truth is important or it won’t come across as authentic.

Look for the following warning signs:

• Do you frequently change what you say about your company or brand?
• If you asked each of your employees to identify your organization's strongest assets, would their answers rarely be the same?
• Was your company’s story true in the past but no longer relevant today?

Anywhere you answered “yes” reveals a weak link in your story that erodes trust in your organization.

As a sign of Disney's belief in a strong, unified story, consider the way they brand their theme parks. Their Florida flagship is the “Magic Kingdom,” painting a mental picture that surpasses anything one might expect from a competitor called “Six Flags.” On the West Coast, California’s Disneyland Resort has been elevated to the “Happiest Place on Earth.”

Drawing from the same playbook, Disney Cruise Line ships boast names like Magic, Fantasy, Dream and Wonder.

When a brand’s story loses its authenticity, trouble ensues.

Somewhat ironically, one of Disney’s longtime sponsors struggled to survive when their story was no longer believable. As recently as the early aughts, Eastman Kodak Corporation’s film was marketed as the preferred way to capture Disney’s special moments. Despite increasing interest in digital cameras, Kodak continued to promote their film heavily well into the decade. The company saw this transition happening but by the time they rewrote their story to highlight digital, it was too late. Kodak filed for bankruptcy protection and emerged as a much smaller entity in 2013.

Disney rarely makes such mistakes as they continually rewrite their stories to match customer preferences. By positioning their brand with magic and happiness at the forefront, they have created a timeless story whose details change with ease. In my lifetime I’ve seen Disney movies focus distribution on theatrical film, then VHS, DVD and more recently Disney+.

No matter the medium, the company has set the stage for guests to immerse themselves in a story that’s being continually written, a story they believe will stimulate your senses and leave you wanting more. 

Whatever your story may be, going all in results in more prospects eager to hear about your brand.

Tip #2: Highlight Innovation

Innovation is one of seven great storytelling principles recognized by Disney.

Many of you reading this may be familiar with the company’s long-held practice of calling employees “cast members” and referring to quality experiences as “good show.” These unconventional labels demonstrate a commitment to do things differently, creating innovations from HR to daily operations.

Josh mentioned some significant innovations in Disney’s history including Walt’s 1928 creation of the first animated short synchronized with sound. It was the first publicly shown film that included Mickey Mouse.

In the 1930s Walt championed the development of the multiplane camera at his studio, a further innovation in animation.

While these early innovations were groundbreaking, Disney knows that continuous innovation is necessary to keep writing their story. One of the ways they innovate involves the introduction of new technology.  

We were treated to a sneak peek of “BDX Droids” that are making their way into Disney parks. Josh interacted with a pair of these droids and suggested that they may someday be featured in a Star Wars movie. Through Josh’s interactions we could see that the droids can move across the stage, change the position of their head and emit sound, all in ways that give them a human-like quality.

What are some of the innovative things your organization has done?  

• Were you the first business of its type in your area?
• Have you developed a unique approach to solving customer issues?
• Do you manufacture a product that no one else makes?
• Do you offer a service that is difficult to obtain elsewhere?

By including innovations in your story you’ll elevate your storytelling and increase engagement from potential customers.

Tip #3: Obsess Over the Details 

Attention to Detail is another great storytelling principle from Disney, one that is experienced firsthand by their theme park guests.

Josh recalled a meeting early in his career which focused on the placement of trash cans at Disneyland. Though initially surprised by the topic, in time he learned that no detail in the execution of “story” is too small. He cited Disney’s use of colors, forced perspective, smells and sounds as a way to put people inside a story. Given that level of detail, discussing the placement of trash cans isn’t much of a stretch.

Anyone who has visited a Disney park has participated in a multi-sensory experience where little details propel the story. Your nose detects the aroma of fresh-baked cookies as you walk by the bakery thanks to equipment that makes the scent available all day. Your eyes see so-called “hidden Mickeys” embedded in metal work, wallpaper, landscaping and more, reminding you that Mickey is always present. Your ears are fed different background music that’s themed to your current location.

Alas, current technology doesn’t allow us to recreate the smell of hot cookies on our clients’ websites, and our clients don’t get too excited about where we place our trash cans. In the digital realm we’re focused on different details, and our obsession lies in helping our clients communicate with their customers. An example is our approach to paid search campaigns. Every day our strategists obsess over details such as: 

• Ad headlines, including which words to capitalize, abbreviate and hyphenate
• Body copy variations
• Days of the week and times of the day that ads perform best
• The color and wording of calls-to-action on landing pages
• Keyword variations such as “butcher near me” or “meat market near me” 

We believe that providing these details improves our story and helps solidify our expertise. By adding similar details to your story, you can increase your credibility and generate more interest in your brand.

Tip #4: Establish an Emotional Connection 

Emotional Connection, perhaps the strongest tool in Disney’s chest, is the last great storytelling principle to be covered here.

Drawing from his own experience, Josh described his first visit to Disneyland as an 11-year-old boy. He was fascinated with Peter Pan’s flight, an attraction that remains popular today. As Josh shared details of his excitement in seeing Peter Pan “fly,” he pointed to his parents who, like myself, were in the INBOUND audience. He seized the opportunity to be sentimental, thanking his parents for passing on their love of Disney. 

Josh’s emotional connection evoked feelings of my first trip to Disneyland. I too was 11 and recall much from that day.

Though I wasn’t as enamored with Peter Pan’s flight, I was solidly attracted to other classic rides such as the Jungle Cruise and Pirates of the Caribbean. Much as Josh passed on his passion for the Mouse to his kids, I have instilled a love for all things Disney within my family.

Decades after our first visit, each of us retains our emotional connection, with Disney relying on such connections as part of their brand story. The company’s marketing imagery highlights life’s special moments served up by a cast of smiling families. 

When you think about your brand, what emotional connections might you highlight as you tell your story? For some brands it will be more obvious than others but every brand has some emotion behind it. Here are some ideas to get started:

• Your company’s history and any early traditions that are carried on today
• Your company’s impact on customers as you delight them with your product or service 
• Shared experiences you’ve had with long-term employees

By establishing an emotional connection to your brand story, you create an enduring relationship with your brand that attracts new and repeat customers. 

Conclusion

Backed by decades of success at the Walt Disney Company, these tips can help you become a master storyteller. Once your team believes in your company’s story, you can highlight important innovations, provide examples of your obsession with detail, and establish an emotional connection that will resonate with your audience. 

If you learn to tell stories the Disney way, you can elevate your marketing from ordinary to extraordinary.

Our marketing technologists would be happy to discuss your brand’s story at any time. Reach out to anyone on the August Ash team to be connected.