 You don't have to be a natural speaker to tell good stories. With this simple 7-step guide to storytelling, you can formulate your next pitch, presentation, lecture or speech as an exciting story - and make your customers the main character.
Customers and investors become convinced with good stories Everyone knows them: gifted storytellers. You come into a group of people, start talking, and in no time a bunch of listeners are hanging on their every word. Well, who do you think of from your circle of friends? What seems innate to some people pushes many entrepreneurs to the edge of their comfort zone even after years: investor pitches, customer presentations, speeches in front of the entire team. And what sounded so clear and convincing in your head simply doesn't come across correctly in front of an audience. The good news: You don't have to be a natural speaker to tell good stories and master the art of storytelling. Today I'll show you a simple 7-step guide with which you can quickly wrap your product presentation, your investor pitch or your next all-hands speech into an exciting story. Your listeners will be hanging on your every word – bet!? The framework I would like to introduce to you is called StoryBrand and was developed by US bestselling author Donald Miller. With this simple 7-step guide, you can package any product or company message into a story that is guaranteed to stay in the person's mind. From message to story in 7 steps What do the films Star Wars, The Hunger Games and Dirty Dancing have in common? Nothing? But! They all work according to the same structure: The main character (1) has a big goal that she really wants to achieve. She comes across a seemingly insoluble problem (2) . When her problem seems greatest, she meets a wise mentor (3) . He gives her a plan (4) and then gives her a push to put this plan into action (5) . In the end, the main character manages to prevent the impending defeat (6) and to be successful (7) . What Donald Miller is doing with his StoryBrand framework is not new. He uses the elements of the classic hero story and transfers them into the business context. Because why shouldn't a narrative structure that captivates millions of people in books and films also work in business communication?! So use this guide to structure your next talk, pitch or presentation as a story and make your customers the main character. Storytelling Step 1: The hero and his goal You, your company or your product are not the heroes of the story: your customers are. So before crafting your story, ask yourself:
This way you think about your customer's needs and avoid writing pages and pages just about yourself. Storytelling Step 2: The Problem Good stories thrive on conflict. What problems does your customer have? What keeps him awake at night? Where does he urgently need support? Such problems exist on three levels:
Storytelling Step 3: The Mentor Now you finally appear. As a wise mentor, you show your client that you understand them and their dilemma and can help them achieve their goal. To do this you need two things:
So ask yourself:
Storytelling Step 4: The Plan You have shown your customer that you understand him and his problem and have demonstrated your authority. Now describe exactly what happens next and give him a clear, simple plan:
No matter how many steps your plan actually has, boil it down to three steps. What you want your customer to remember is: Oh, how wonderfully easy it is to work with you. Storytelling step 5: The call to action Your customer now knows the next steps and knows what happens next. Now it's his turn. Tell your customer clearly what he should do next. What do you want to achieve with your presentation, lecture, conversation? This is the call to action that your story is coming to a head! Storytelling Step 6: Imminent failure What to do if your customer doesn't want to? Movement means expenditure of energy. That's why people only move if they can either get something positive in return (the goal) or avoid something negative (defeat). Gently remind your client what's at stake if they don't work with you. (problems as before) Such failures are common in the B2B sector:
Storytelling Step 7: Success At the end of your story, paint a clear picture of the bright future where your customer has achieved their goal. Describe clearly:
Conclusion No other communication approach focuses on its audience more consistently than StoryBrand's 7-step plan. Make your listeners the main characters in your story. As a mentor, help them achieve their goal and successfully eliminate problems along the way. Give them a plan on how to get there and get them moving in a targeted manner. You do this by carefully reminding them of what is at stake if they do not work with you and by painting a clear picture of the bright future in which your listeners have successfully achieved their goal. Follow this simple 7-step plan and structure your next pitch, lecture or conversation as a hero story. Do you notice how much more attentive your listeners are to you? Take advantage of this attention and bring your message home. https://justgrow.eu/blog/ If you're interested in reading more of Olaf articles please visit the website link above. (Please note that Olaf's site is in German but Google translate does an excellent job of instantly translating it to English.) How can you elevate your people to the next level? To find out what you can improve in your leadership team to grow more easily, quickly and profitability, try our complimentary Agile Growth Checklist*. This self-service questionnaire takes 5 to 10 minutes to complete. You'll receive the checklist with your responses immediately. Within 24 hours, you'll receive a compiled report highlighting areas to improve. This report is complementary and involves no obligation. Complete section 1 and 4 to check your leadership team* and accountability processes*. Or complete all 7 sections to find out how your company is doing in each of the 7 areas needed to produce more rapid, profitable and sustainable growth. Comments are closed.
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