STORYTELLING IS THE ART OF USING STORIES TO CREATE EMOTIONAL CONNECTIONS BETWEEN PEOPLE IN BUSINESS AND IN LIFE.
Stories have been told for close to a hundred thousand years, calling on people’s imaginations and emotions bringing them together like magnets. Aristotle, Homer, Jesus and Lincoln knew it as did Jobs, Disney, John Deere and many others whose stories have survived until now.
If exchanging information and giving orders is not enough and you want to motivate and influence your collaborators, clients and family to act, then story and metaphor are the fastest, the most fun and cheapest way to do it.
HOW DOES IT WORK? THE STORYTELLING METHODOLOGY IN SIX STEPS
As a journalist, who knows where and how to look for stories; as a director, who knows how to tell stories people like to hear; as a coach, who motivates you or your brand to shine like the Koh-i-noor in Queen’s Crown, I put together an original, proven method. It can be easily summarized into one phrase: “No BS — 3 RS.” Out of the dozens of stories, it helps you to find the RIGHT story, shape it into the RIGHT structure and present it in the RIGHT style.
1. We look for the right story
Many people can communicate facts, but facts don’t get to the heart of what makes people act. Telling your story or the story of your organization, product or service in a way that creates impact requires three things:
First, it requires an ability to see the right story to tell. This is not always obvious. Many individuals and companies struggle simply because they aren’t telling the right story. They tell the story of their organization or cause based on what they want to say rather than understanding what their listeners want to hear.
2. We look for true values
that your brand or you want to share with the world and which attract the right clients and partners.
3. We illustrate those values with an authentic example
of a “real life story” where those values have proven to be right and authentic . This kind of story communicates the most what you and your company are all about. It makes your clients and partners bond and your relationship with them may continue even for a lifetime.
4. You decide in what form you want to tell the story
whether it be a PP/Keynote presentation, a web page, social media, a direct communication to your workers, or the most efficient, video form. It may be more time and money consuming, but it is by far the most efficient way to obtain your goals.
Using videos on landing pages can increase conversions by 86%,
Videos get 267% more links than normal posts,
20% of people will read text while 80% of people will watch a video with the same exact content,
Viewers retain 58% of what they see but only 10% of what they read,
Your webpage has 50 times more chances to get to the first page of a web search engine if it contains video.
eMarketing Association, wg źródeł Hubspot, iContact, Unbounce, Moz
5. We distil the story in a way
that it speaks to those who are important to you. I have a tried and simple recipe for this.
6. The ultimate result:
You attract clients, workers and partners that are right for you, you separate yourself from all their other choices and most importantly, you make it clear in their mind, why you are the best choice for them not only today, but from now on.