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The Signal in the Noise: Messaging that Cuts Through

Updated: 3 days ago


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Josh Hester, founder and executive producer of the Emmy Award-winning Storyteller Studios in Springfield, presented the Nov. 13, 2025, Lunch & Learn session to members of the Mid-Illinois Communications Association and guests. His presentation was titled, “The Signal in the Noise: Messaging that Cuts Through.” 


He opened by talking about leveraging the power of documentary-style storytelling and described himself as a “nerd” who appreciated this opportunity to share his passion. 


We’re all grappling with change, he said. And he noted that everyone in the audience probably is wondering, “Does he use AI?” The answer is yes – as a tool, for specific things.  


Noise is Cheap. Meaning is Rare.


He displayed for everyone a small, very simple radio and turned it on so everyone could hear only static. Then he tuned the radio to a specific station with a signal that could be heard clearly. He feels that the internet is like that noise (the static). We’re drowning in noise. What kind of messages/signals can cut through?


“Content” doesn’t equal “connection.”


Josh asked: Why do we as marketers exist? His answer: to connect with people and with ideas. Algorithms are terrible at “connection,” he said, adding that they’re supposed to make us angry and emotional. We should be pursuing “meaning,” not “content.”


He wants to help people find meaning, connection and kinship.


We need to understand the audience intimately. What drives them? What’s important to them?


Josh mentions Beethoven’s 7th Symphony. Beethoven composed the amazing work as he was losing his hearing. Beethoven knew this, so it was a painful time for him. Josh points out that every memorable story begins with pain.


Start with “the problem.” What is agitating your audience? Josh says: If someone is hearing a message from me, I want them to know that I know who they are. This will make it more likely they’ll listen. People buy when they believe you know them and that you can solve their problem.


Your message has to have emotional appeal. 



Less content equals more meaning


More insights from Josh: Taylor Swift is a genius at storytelling. Cut the noise. Say less, better. When we do our jobs well, we’re like a lighthouse to people, guiding them home.


Say something that matters. Stop chasing algorithms. Instead, start chasing meaning.


Josh shows a YouTube video of author Kurt Vonnegut explaining “the shapes of stories.”



Every message, especially in video, should engage the heart and be emotional. As an example, he shows the Storytellers Studio 60-second video about Blackburn Architects.



In this case, who is the audience? Horse owners. What does the audience care about? The well-being of the horses. This video shows that Blackburn cares about the well-being of horses, too.


Storytelling is positioning your target audience as the hero of the story. This video shows Blackburn is the guide who helps make that happen. It’s similar to the way Obi Wan Kenobi was the Luke Skywalker guide in Star Wars. In other words, the “brand” is the guide. 


With any Storytellers Studio client, a lot of thought goes into the process pre-production.


Five questions are key:

  1. Who’s your audience?

  2. Where will they be watching?

  3. What do you want them to hear?

  4. How do you want them to feel?

  5. What do you want them to do?


Audience Q&A


One of the questions to Josh was, essentially, how do you have a conversation about the five questions if the client isn’t really receptive or cooperative?


His answer: Some of those aspects are spelled out in the client contract. He also feels that over the years, he has gotten better at determining a good client fit early in the process. 


Extra Resources from Storyteller Studios Website


 
 
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