The Power of Storytelling and How to Create a Compelling Story
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These days you hear a lot about storytelling as a marketing strategy. Many marketers, therefore, believe they should ‘do storytelling’ as well. Whenever you do something, you want to know they ‘why’ (as Simon Sinek told us). So, you might wonder why storytelling is such a powerful tool. What makes storytelling worth it? Do you invest time in it? And in what way? It’s important to know why it is powerful to be able to do storytelling right. In this presentation I talk about three steps to a great story: 1 The Preparation 2 The Structure 3 The Story More: https://www.speakwithpersuasion.com/power-of-storytelling-2/
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The Power of Storytelling and How to Create a Compelling Story
- 1. @basvandenbeld Bas van den Beld, State of Digital www.basvandenbeld.com | www.stateofdigital.com | www.speakwithpersuasio.com The Power of Storytelling and How to Create a Compelling Story @basvandenbeld Speaking, Consulting, Training Benchmark conference 2017
- 2. @basvandenbeld Attention is a currency
- 3. @basvandenbeld We want to convince people our product is best
- 4. @basvandenbeld We heard storytelling will do the job
- 5. @basvandenbeld Businesses think storytelling is telling a story about how great they are
- 6. @basvandenbeld We don’t really understand how storytelling works
- 7. @basvandenbeld What can the right storytelling do?
- 9. @basvandenbeld The right story builds trust
- 10. @basvandenbeld Stories affects the mind
- 11. @basvandenbeld Stories can change people’s minds
- 13. @basvandenbeld The earth is flat… Until somebody checked..
- 14. Three steps to the perfect story 1 The Preparation 2 The Structure 3 The Story
- 15. The preparation
- 16. @basvandenbeld Preparation: understand your culture and your audience
- 17. @basvandenbeld
- 18. @basvandenbeld Create a story that fits your audience
- 19. @basvandenbeld
- 20. @basvandenbeld
- 21. @basvandenbeld What’s in it for them? Outcome isn’t always the goal
- 22. @basvandenbeld Pooping is not the goal of eating
- 23. @basvandenbeld You only get convinced if you can imagine things to actually happen
- 24. @basvandenbeld See where you match your audience
- 25. @basvandenbeld
- 26. @basvandenbeld
- 27. The structure
- 28. @basvandenbeld Example ‘joke’ Fungi Mushroom
- 29. @basvandenbeld
- 30. @basvandenbeld Structure in a story is like the structure in a building: it can collapse if done wrong
- 31. @basvandenbeld Situation - Obstacle - Approach - Plan
- 32. @basvandenbeld First act: Situation: ★ Set the stage ★ Introduce your hero ★ Important to make people care about your hero
- 33. @basvandenbeld Act 2: Obstacle ★ Inciting incident ★ Build out the conflict ★ A series of challenges ★ It’s a growth opportunity for the character
- 34. @basvandenbeld People have to believe something is bad before they start believing solutions
- 35. @basvandenbeld Act 3: Approach, Plan (and solution) ★ Show the solution ★ You should feel they fixed the problem ★ The characters are in a better place now
- 36. @basvandenbeld A hero can have many shapes
- 37. @basvandenbeld
- 38. @basvandenbeld
- 39. @basvandenbeld You are not the hero, you are Yoda
- 40. The story
- 42. @basvandenbeld
- 43. @basvandenbeld
- 44. @basvandenbeld It doesn’t have to be (about) you
- 46. @basvandenbeld Think about this… Open your eyes and ears to your audience to really build trust with your stories Make people recognise themselves in a story, they will remember it more vividly People don’t care about how, until they understand the why. A story tells the why
- 47. @basvandenbeld Takeaways ★ Structure makes or breaks your story ★ You need a hero that is not you ★ Stories are a powerful tool ★ Go from obstacle to solution ★ You improve someone else’s life
- 48. @basvandenbeld Follow me, I tweet, share, and write about this! Have Bas speak or train at your even or company consult? Get in touch! Bas van den Beld www.basvandenbeld.com www.speakwithpersuasion.com www.marketingcirkel.nl nl.linkedin.com/in/basvandenbeld @stateofdigital @basvandenbeld Bas teaches public speaking: http://www.speakwithpersuasion.com
- 49. @basvandenbeld Bonus story: Papa Johns