storytelling for business, how can you make your stakeholders excited about ideas which they...
TRANSCRIPT
Here’s a story!
18 months ago my family and I were moving back to London after 12 years living in Istanbul
It was a very stressful time
And my wife gave me this job to do
I begged her to let me do ANYTHING else ...
But I was sent out ...
But do you know
what
it’s like?
A “tourist” in a Turkish carpet shop
What is “Turkish carpet
shop” persuasion?
Pester, push and persist ...
... till you get what YOU want
THIS is NOT persuasion
What is persuasion?
“If you wish to persuade anyone, you must appeal to interest rather than intellect.”
Benjamin Franklin
How do we “appeal to intellect”?
Facts & Figures
What’s the problem
with
this?
When we don’t like them ...
... We rottweiler them!
How do we “appeal to interest”?
Give them what THEY want
(and get what you want too!)
“You cannot bore people into buying your product, you can only interest them into buying it.”
David Ogilvy
But what can you do if your audience is just not interested in your offer?
Here’s a story...
A couple of years ago I was at an international banking conference
There was a guy on the stage whose presentation was a total murderer
I’m woken up by a tap on my shoulder by a pal of mine who I haven’t seen for ages
Meanwhile the next speaker was introduced
What was his topic?
“Coffee?”
... suggests my pal
But this speaker got me to
sit back down and listen
How?
He opened with this question ...
“Do you like magic?”
And he told us this wonderful
story about his first magic
show as a kid ...
... Which he seamlessly linked to the key problems with most IT audit strategies
“You cannot bore people into buying your product, you can only interest them into buying it.”
David Ogilvy
So what should you do instead?
Tell a story!
Stories work like magic
... Without your audience even realising it
Stories make us want to listen
Stories captivate our attention
Stories engage our emotions
Market Response Plan
Stories make us
think
And we remember and share stories
“Man is a storytelling animal.”
Walter Fisher
What does communication
theory tell us about the power
of stories?
Almost all forms of communication are stories.
Almost all forms of communication are stories
“It’s not really about facts and logic. We agree with someone when we like their story better.”
Walter Fisher
Since when?
At least 2,532 years
It’s the first step in Aristotle’s persuasion stratgey in “On Rhetoric”
1. Tell a story to arouse your audience’s interest
2. Pose a problem
3. Offer a solution
4. Describe the benefits of your solution
5. State your call to action
What are the 2 fundamental
elements needed to create
a story?
A character
Your customers
Your products
Your employees
Your leader
Your organisation
A problem
The one they’re suffering from
The one it solves
The one which they’re passionate about
The one which shapes his vision
The one which defines its value
“The public is more interested in personalities than corporations.”
David Ogilvy
Today, the most effective communication develops and spreads
your story
Here’s a story...
Nike has used this brand tagline since its 1988 TV advert featuring
the 80-year old Walter Stack
“I run 17 miles every morning.”
“People ask me how I keep my teeth from chattering in the winter time.”
“I leave them in my locker.”
10 years after its launch they increased their market share from 18% to 43% and worldwide sales from $877 mn to $9.2 bn
Its now the central story which drives all of the company’s marketing efforts.
Although you are surrounded by distractions and time pressures, you have the opportunity to achieve new levels of physical fitness and health.
Others have shown that it’s possible to overcome the limits with determination and perseverance.
It’s hard work and there’s going to be a lot of challenges along the way.
In the end, the quest to become your personal best is filled with beauty, drama, moral uplift and fun.
But, to get started on this journey, you need to ...
But, to get started on this journey, you need to ...
This was Nike’s campaign during the 2012 London Olympics
With it, they outshone the official sponsorAdidas
6% growth in Facebook fans compared to the 2% of Adidas
77% growth in Facebook engagement compared to the 59% of Adidas
Nike always finds new ways of increasing the impact and power of its
“Just Do It” story
This is Gary Gilmore
He’s a murderer
He killed Max Jensen and Bennie Bushnell during armed robberies
in July 1976 in Oren, Utah
Nike made him the latest chapter in its “Just Do It” story in March this year
He was executed by firing squad in Utah State Prison on 17 January 1977
What were his last words?
“We had a bunch of TV commercials. But they didn’t look anything alike.
“The night before the presentation I got worried that they didn’t hang together.
“I remembered Gary Gilmore.
“They asked him if he had any last words and he said: ‘Let’s do it!’
“I changed it to ‘Just Do It’”
Dan Wieden (Wieden&Kennedy)
What was the effect of this
story development?
Welcome to the
persuasive power
of stories!
Here’s THE story...
Storytelling is the most critical capability for 21st Century professionals
Leaders inspire and motivate their teams better
Sellers sell more
Marketers promote and position more successfully
And your organisation and products become part of our lives
To persuade you need to tell stories
To emotionally engage you need to tell stories
Today we
“Like”
We “Favourite”
We’ve never had more friends
We’ve never followed more memes
“At the end of the day, we are all just stories.”
Steven Moffat
e:
w: www.elc.com.tr
t:
0044 7914 691549
Andy Kovacs Corporate Learning Director and Managing Partner
Andy Kovacs Corporate Learning Director and Managing Partner
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