This document provides guidance on effective storytelling techniques. It discusses tailoring stories to different audiences by considering their goals, interests, constraints and expectations. Some key tips include: using analogy and metaphor to build empathy and expedite comprehension; not burying the important details; making stories real through examples and visualization; using the audience's own language; and providing necessary context while keeping stories concise. The document also provides an example workshop format where participants identify target audiences and how their business addresses those audiences' wants and needs.
23. Make a list of everyone
that may ever hear of
your business.
10 Minutes
People
24. Prioritize this list of
people according to who
is most important to
your business right now.
5 Minutes
People
4
6
3
1
2
5
7
25. For each of the top three
people, list three wishes
they have that your
company can address.
People
10 Minutes
Wishes
4
6
3
1
2
5
7
1
1
1
2
2
2
3
3
3
2
3
2
26. For each wish, list at
least one way your
business addresses it.
LIGHTNING ROUND
30 Seconds per Wish
ResponsePeople Wishes
4
6
3
1
2
5
7
1.2
1.1
2.1
2.3
2.2
3.3
3.2
3.1
2.5
3.4
2.4
1.1 1.2 1.3
2.1
2.2 2.3
3.1
3.2
3.3
1.3
27. HOMEWORK
• Build out each response as full
statements.
• Create variations of each
response, i.e., tweet, elevator
pitch, 1-pager, etc.
• Role play conversations with
colleagues to practice using
each response.
• Conduct further audience
research to refine your
understanding of their wishes.
