How do we convince the business world that a good story holds more power and is more memorable than hearing and/or reading a descriptive paragraph that relates to an accomplishment, a procedure, a product, etc.? This became so evident recently when I was part of a committee judging nominations for the Regional Company and/or Organization with the Best IT (Information Technology) Training Program.
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There were several criteria that we were to grade. The nominees had been asked to write a 250 word paragraph for each of the seven criteria). Most of the criteria were straightforward and asked for descriptions. I could hardly wait, however, until we reached the final one: "Do you have any great Success stories?"
You can imagine my disappointment to find that only one of the nine nominees told us a story. The others blabbed on about profits and accomplishments, etc. The one with a true and moving story -- about a young man who was helped by the training to get a job and a scholarship that turned his life around -- won our vote. The sad part is that I know that every one of the companies or organizations have plenty of success stories. They just don't know how to tell them. What is the solution?
First, don't call it "storytelling." Even though publications all over the nation -- and even the world -- are writing about the companies, organizations and trainers who are making use of the power of storytelling, very few of the upper echelon will react well to our telling them that they need "storytelling." So many people have the wrong perception of what storytelling entails. They think it is a quaint event that is performed for children in schools or the local libraries.
We can tell them that the World Bank now uses storytelling for information sharing, and that a company called EduTech produces a publication called ASK for NASA that consists of employee stories. Todd Post, editor, writes, "The success we've had with it (ASK) has allowed us to examine our own problems holding onto knowledge. Right there in front of our noses was a successful model to emulate." They then created What You Know, which is EduTech's own storytelling magazine.
We have to use all of our imagination to work storytelling into meetings, marketing and every day encounters. We all know that the stories are there. I suggest taking a small notebook to work or to a company you know well (you may do some freelance work for them or know others who do) and start writing down the casual stories you hear at the water fountain, on the way to an appointment, at lunchtime and in the elevator. Start asking those who have worked a long time at the company/organization about the history -- how it was when they were hired and why they have stayed there. When awards are presented, interview those who receive them -- get the full story.
What great success stories does your business have? Start making use of their power and you will be amazed by how quickly the word travels.
Good storytelling includes bringing facts to the table along with the extra information that brings the reader closer to the storyteller.
The aim is to weave a compelling story that pulls the reader in so that they really care about the outcome of the story. The more a customer cares about your story, the longer they will remain customers and demonstrate brand and product loyalty.
Create an Email Series
A good way to get your audience primed for an emotional story is to start small and deliver the story in pieces via an email series. Keep each email short, about 350 to 450 words, and to one small point.
Incorporate Video
Using video for part of or even your entire story can help bring more emotion to the story because people generally feel more emotional when looking at people and images than just by reading text. Using both text and video can be the best of both worlds.
Include Testimonials
Text and video testimonials from your satisfied customers can evoke emotion from those who haven't purchased from you yet, because they will want what your satisfied customers want. They will also trust you more when the videos are very authentic and real.
Put Customers First
In every story it's important to put your customer first. Get to know everything you can about your customers and incorporate the things they care about within your stories. This shows that you know them well and can speak about the things that concern them the most.
Get Attention with Negative Stories
Pull the emotional strings to get their attention with negative aspects of a story that will be resolved by using your products or services. You don't want to traumatize your customers, only evoke emotions.
Calm Fears with Positive Stories
Tone down the negative with some positive stories of people who have used your products and services with storytelling training good results. Bring them back up after you brought them down.
Reinforce with Neutral Stories
Tell them the "who, what, when, how and why" of your products and services using stories to guide the discussion that are less emotional and volatile.
Recognize the Relationship
When you are telling any story, it's important to recognize the relationship between you and the receiver.
Remember the Imagery
It's important to ensure that the images you use match the emotions you're trying to evoke, otherwise your story will be confusing to the reader/viewer.
The fact is that emotions drive us to do more than we would like to think. From buying a house, to choosing a book to read on the weekend, we are driven by our emotions more than we are by logic.
However, as you try to evoke emotions in your viewers, it's important to also bring in elements of logic so that your viewer or reader trusts you to buy what you're offering. Otherwise, they might feel as if you're manipulating their emotions too much.