A quick intro to the most important leadership capability for professionals in the 21st Century! Contact us for more details on our practical and effective bespoke Storytelling for Business learning programme: Email: andy@elc.com.tr Tel: 0044 7914 691549

2. Here’s a
story!

3. 18 months ago my family and I were
moving back to London after 12 years
living in Istanbul

4. It was a very stressful time

5. And my wife
gave me this
job to do

6. I begged her
to let me do
ANYTHING
else ...

7. But I was sent out ...

11. But do you
know what
it’s like?

12. A “tourist” in a Turkish carpet shop

14. What is
“Turkish carpet
shop”
persuasion?

15. Pester, push
and persist ...
... till you get
what YOU want

16. THIS is NOT
persuasion

17. What is
persuasion?

18. “If you wish to persuade
anyone, you must appeal
to interest rather than
intellect.”
Benjamin Franklin

19. How do we
“appeal to
intellect”?

20. Facts &
Figures

21. What’s the
problem with
this?

22. When
we don’t
like
them ...

23. ... We
rottweiler
them!

24. How do we
“appeal to
interest”?

25. Give them what
THEY want
(and get what
you want too!)

26. “You cannot bore
people into buying your
product, you can only
interest them into
buying it.”
David Ogilvy

27. But what can
you do if your
audience is just
not interested
in your offer?

28. Here’s a story...

29. A couple of years ago I was at
an international banking conference

30. There was a guy on the stage whose
presentation was a total murderer

31. I’m woken up by a tap on my shoulder
by a pal of mine who I haven’t seen
for ages

32. Meanwhile the
next speaker
was introduced

33. What was his
topic?

35. “Coffee?”
... suggests
my pal

36. But this speaker
got me to
sit back down
and listen

37. How?

38. He opened with
this question ...

39. “Do you like
magic?”

40. And he
told us this
wonderful
story about
his first
magic
show as a
kid ...

41. ... Which he seamlessly linked to the
key problems with most IT audit strategies

42. “You cannot bore
people into buying your
product, you can only
interest them into
buying it.”
David Ogilvy

43. So what should
you do instead?

44. Tell a
story!

45. Stories work
like magic

46. ... Without your audience
even realising it

47. Stories
make us
want to
listen

48. Stories captivate our attention

49. Stories engage our emotions

50. Market Response Plan
Stories
make us
think

51. And we remember
and share stories

52. “Man is a storytelling
animal.”
Walter Fisher

53. What does
communication
theory tell us
about the power
of stories?

56. Almost all forms of communication are
stories.
Almost all forms of communication
are stories

57. “It’s not really about facts
and logic. We agree with
someone when we like their
story better.”
Walter Fisher

58. Since when?

59. At least
2,532 years

60. It’s the first step
in Aristotle’s
persuasion
stratgey in
“On Rhetoric”

61. 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

62. What are the
2 fundamental
elements
needed to create
a story?

63. A character

64. Your customers

65. Your
products

66. Your
employees

67. Your
leader

68. Your
organisation

69. A problem

70. The one they’re suffering from

71. The one it
solves

72. The one which
they’re
passionate
about

73. The one which
shapes his
vision

74. The one which
defines its value

75. “The public is more
interested in
personalities than
corporations.”
David Ogilvy

76. Today, the most effective
communication develops and spreads
your story

77. Here’s a story...

79. Nike has used this brand tagline
since its 1988 TV advert featuring
the 80-year old Walter Stack

80. “I run 17 miles every
morning.”

81. “People ask me how
I keep my teeth from
chattering in the winter
time.”

82. “I leave them in my
locker.”

83. 10 years after its launch they increased
their market share from 18% to 43% and
worldwide sales from $877 mn to $9.2 bn

84. Its now the central story which drives all
of the company’s marketing efforts.

85. Although you are surrounded by
distractions and time pressures, you
have the opportunity to achieve
new levels of physical fitness and
health.

86. Others have shown that it’s possible
to overcome the limits with
determination and perseverance.

87. It’s hard work and there’s going to
be a lot of challenges along the
way.

88. In the end, the quest to become
your personal best is filled with
beauty, drama, moral uplift and fun.

89. But, to get started on this journey,
you need to ...

90. But, to get started on this journey,
you need to ...

94. This was Nike’s campaign during the
2012 London Olympics

95. With it, they outshone the official sponsor
Adidas

96. 6% growth in Facebook fans compared
to the 2% of Adidas

97. 77% growth in Facebook engagement
compared to the 59% of Adidas

98. Nike always finds new ways of increasing
the impact and power of its
“Just Do It” story

99. This is Gary
Gilmore

100. He’s a
murderer

101. He killed Max Jensen and
Bennie Bushnell during armed robberies
in July 1976 in Oren, Utah

102. Nike made him
the latest
chapter in its
“Just Do It”
story in March
this year

103. He was executed by firing squad in
Utah State Prison on 17 January 1977

104. What were his
last words?

107. “We had a bunch of TV
commercials. But they didn’t
look anything alike.

108. “The night before the
presentation I got worried
that they didn’t hang together.

109. “I remembered Gary Gilmore.

110. “They asked him if he had any
last words and he said:
‘Let’s do it!’

111. “I changed it to
‘Just Do It’”
Dan Wieden
(Wieden&Kennedy)

112. What was the
effect of this
story
development?

119. Welcome to
the
persuasive
power
of stories!

120. Here’s THE story...

121. Storytelling is the most critical capability
for 21st Century professionals

122. Leaders
inspire and
motivate
their teams
better

123. Sellers
sell more

124. Marketers
promote and
position
more
successfully

125. And your organisation and
products become part of our lives

126. To persuade you need
to tell stories

127. To emotionally engage you need
to tell stories

128. Today
we
“Like”

129. We “Favourite”

130. We’ve
never
had
more
friends

131. We’ve
never
followed
more
memes

132. “At the end of the day,
we are all just
stories.”
Steven Moffat

134. e: andy@elc.com.tr
w: www.elc.com.tr
t: 0044 7914 691549
Andy Kovacs
Corporate Learning Director
and Managing Partner

135. Andy Kovacs
Corporate Learning Director
and Managing Partner
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