Empathetic Storytelling
Firstly, I’ll try not to take up too much of your time.
Secondly, let me say this up front, Hi, I’m a nobody.
I don’t pay attention to trends or highlights, I don’t fumble over accolades or achievements, I don’t read through trades or reviews and to be vulnerable, I don’t care to – that isn’t to demean them, it’s more for my own heart, my own spinning of plates and protecting the proverbial peace – I want to show up as my true self, and do what I’m meant to do, in the most genuine way I can.
In my years working as the Production Director for The JOY FM Network, one thing I’ve noticed is how radio as a collective can be too timid or unequipped to elevate its production, imaging, and overall brand identity to a level that’s genuinely personal and relatable.
It’s one of those things I can’t help but observe from my corner of the industry.
So many stations seem to be playing it safe, hesitant to dig deeper, hesitant to reach out and connect on a more human level … and it’s understandable, given how quickly things change and the pace of culture, it’s easy to be uncertain about how to approach it.
But if I may offer a thought, what if the thing that will connect you to an audience isn’t whatever trend a consultant tells you or a marketing strategy from a top TikTok expert … but something that is a lot easier to do than crunching analytics … Empathetic Storytelling.
(cue explosions, fireworks, and applause).
I know I know, ground breaking …. Utterly earth rattling … But hear me out.
Who would have thought that to truly connect with a human being—someone just living their everyday life… you would need to write and produce with that same human emotion and authenticity?
It’s almost too simple, isn’t it?
But it’s the truth.
I say this with a bit of sarcasm because, when you really think about it, the idea of creating content, imagers, spots/promos, identifiers, that are both personal and genuine seems almost rebellious, especially in a time when so much of what is consumed feels artificial or disconnected.
But let’s face it…this concept of empathy and authenticity is more important than ever.
Particularly in CCM radio, where our role is not just to entertain, but to speak to actually people living their lives, to share stories that resonate and reflect themselves, to make the intentional connection between a real faith and everyday life … even if and when that faith is wavering, or life feels out of control … that’s where the real life is.
If we’re going to be a voice for that message, we have to remember that the world doesn’t need more empty production, with big boomy voices or flashy branding that only looks good on a page …
it needs something genuine, something that speaks to their own reflected emotion …
That’s how we make an impact … It’s not revolutionary to say that people are craving connection, so why not write and produce as real fallible, relatable people who can empathize right alongside of them, people with real lives, who know the struggles, the joys and the nuances of what it means to walk through this world with faith – in the full span of empathy-driven storytelling.
This isn’t cookie-cutter, Hallmark-movie style storytelling … This is being honest when we say “we meet you where you are” storytelling.
At the end of the day, empathy in storytelling is not something that should be optional.
It’s the power of connecting with your audience on a real, tangible, emotional level.
And yes, it can be uncomfortable to break away from the easy, safe choices in writing and production. But it’s worth it. Being vulnerable, being real, and sharing that emotional space with your audience … it’s how we make lasting, meaningful connections. We don’t need to be perfect or polished … we just need to be real. And when we do that, we’ll find the kind of impact that really matters.
PS: Curate the music and effects to whatever you’re producing.
You deserve to do more than a music bed under a voice over, or a small movie clip in-between lines … Make it all an emotive experience.
Check out some audio from Kris Byerly:
