Steal a storytelling framework from Seinfeld

Today, let’s take a storytelling page out of one of the best TV shows of all time, Seinfeld.

I’m going to break down a clip of Kramer telling a story and teach you how to tell a great story like him to get more engagement on your next post.

Watch the 62 second clip here.

Part 1 - The Hook

Kramer walks in with a great hook.

“Gendason. What a jerk! I am never playing golf with him again.”

Kramer is saying he will never play with a ex-pro baseball player ever again. This is a great hook because who wouldn’t want to play golf with an ex-pro athlete. I’m hooked. I want to hear the story. What did this guy do??

You can steal this hook by telling your audience what popular thing you’ll never do again.

Bonus points if you can relate this to the work you do.

Imagine if I said, “Pixar!!! BRUUUTAL. I am never watching a Pixar movie again!!”

You, my audience, would definitely love to hear what I have to say about this because you trust me as a storytelling coach.

Unfortunately, this isn’t true. I love Pixar.

Of course, you want to tell a story that is true and something you believe.

If you can’t think of something that correlates to your work, you could state something that relates to your other core identities (read more about uncovering your identities and how this builds your brand here).

I could make a statement about never living on the east coast again or why I’ll never go vegan. By sharing bold truths around your other identities you will attract more like minded people.

The more you practice this, the better you’ll get at being able to weave a lot of life events back to a clear brand message.

Part 2 - Context then “But…”

Elaine asks him a question which allows him to set up the rest of the story. It gives it context.

Kramer explains how he originally met and got to play with an ex-baseball player.

Just jumping into why you hate something doesn’t allow us to get on your side and relate to you.

To set up your story, give context to your history with the thing you are now against and then building to the big climax with a “but…”

Kramer goes on to say, BUT he’ll never play with again.

“I used to be obsessed with Pixar movies. I had a Mike Wazowski doll from Monster’s Inc.!! But I just watched…”

“Trust me, I drank the CrossFit Kool Aid. I loved it so much I even quit my engineering job and moved across the country to coach CrossFit. But then…”

Part 3 - The Climax

Kramer has done a great job of building up the story using intense emotion just by using speed, volume, tone, pausing and his physiology (you can deep dive into these 5 techniques here). Now, as he gets to the part where Gendason breaks the rules, notice how he actually slows down and gets quieter (quiet for Kramer at least).

His change of pace from coming into the apartment FAST & LOUD hooks you in. Then he has you lean forward as he slows his pace. He even uses a few pauses.

“…when… he picks up the ball… and cleans it!”

Changing your pace is masterful storytelling.

You see this in a lot of speeches. When they get to the climax of the story, it’s never shouted, it’s always slowed down and said with clear intention.

Part 4 - Your Stance

Elaine doesn’t get why this guy cleaning his ball is so bad, so Kramer explains that cleaning the ball off the green is against the rules.

1. Don’t assume your audience understand the purpose of your story based on your big climatic moment. Wrap it up by telling them what is so wrong with this thing.

Kramer has made his stance. He’s a man of the rules. It doesn’t matter if its a friendly game on a Wednesday, you play by the rules. No excuses.

2. Take a clear stance on what you believe.

Let your true fans agree with you in the comments. They will think, “you are my people.” You resonate.

Let those who don’t agree take their stance in the comments. Welcome in the differences of opinions. That’s what makes us all human. Have fun with it!!

Speaking of having fun

This doesn’t have to be so serious.

This could be a story on why I won’t ever watch Pixar again because one of the characters who was a real big loser had a mullet and now I’m “offended.”

This also is not true and nor would it actually be upset. I would be sarcastically upset.

It’s okay to have a little fun in your content and be silly too.

Let your personality shine.

A great story is a great story and people love great stories.

I hope you enjoyed this breakdown,
Matt