Storytelling is hot, but many get it wrong. In this presentation I give examples of stories that show what good storytelling can be.

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Bas van den Beld, State of Digital
www.basvandenbeld.com | www.stateofdigital.com
The secrets of storytelling
@basvandenbeld
Speaking, Consulting,
Publishing, Training
Searchlove, 2016

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4. I can’t choose between the different
backpacks

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Attention is a currency

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We want to convince people our
product is best

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We heard storytelling will do the job

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We don’t really understand how
storytelling works

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What can the right storytelling do?

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Stories stick

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Stories affects the mind

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The subconscious mind determines
what goes into the conscious mind

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Stories can change people’s minds

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A spoon full of story helps the data go
down

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The right story builds trust

21. 6 stories that help you create
the perfect story

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Story 1: Building Trust

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Story takeaways
★ You want to build trust
★ People warm to you very quickly if you open your eyes,
ears, and heart to their culture
★ Look beyond the obvious and pay
attention to details
★ Their past determines how they receive and picture your
story
★ The more personal, the better

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Story 2: Filling in the gaps

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Story takeaways
★ People fill in the gaps
★ We all listen to stories in a different way
★ Let your audience be a fly on the
wall

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★ Break expectations

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Story 3: Perspective

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Story takeaways
★ People have different perspectives
★ Even though you are the expert, it doesn’t mean you are
right
★ Metaphors help make a story
clearer
★ Context means everything

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Story 4: The hero and the villain

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A hero can have many shapes

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Story takeaways
★ A story needs a hero

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You are not the hero, you are Yoda

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Story takeaways
★ A story needs a hero
★ Make people recognise themselves
★ Find a common enemy

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Story 5: Your story

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Story takeaways
★ Everyone has a story to tell
★ People don’t care about how until they understand why
★ Build suspense

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Story 6: It doesn’t have to be (about) you

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Story takeaways
★ Let others tell your story
★ Delivery is important
★ Bring emotion to the story

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Bonus story: Papa Johns

52. Bring it together

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Create a story that fits your audience

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Bas van den Beld
www.basvandenbeld.com
www.stateofdigital.com
nl.linkedin.com/in/basvandenbeld
@stateofdigital
@basvandenbeld
Bas teaches public speaking: http://std.al/speakbas