Our brains are not hard-wired to understand logic or retain facts for very long.
According to a marketing professor at Stanford’s Graduate School of Business – neuroscience studies show that our brains are wired to better remember stories more than data, facts, and figures.
Whether you are a business owner or a leader in an organisation, stories can be a powerful tool for persuasion, leading teams and building brands.
How do we master the art of story telling? This was the topic of the workshop held by Melbourne Lean In on the 29th March.
The workshop was facilitated by publicity princess Kate Engler who took audience through the process of uncovering and presenting their unique story.
Excerpt from the workshop are below:
Every storytelling exercise should begin by asking: Who is my audience and what is the message I want to share with them?
The key to delivering a great story is to match your message to the correct market via the correct media.
- Use the “Future Pacing “technique to have a significant impact on your ability to persuade your audience:
- Take your audience on the journey to see the future.
- Explain how they would feel after they get the benefit of using your product, service or solution.
- Use the word “Imagine” for future pacing.
- Connect emotionally:
We are more inclined to engage with people who share similar values to us. Paint the picture of how this might be.
- Have a Media Map:
Think about which media will make greater impact. Your media could potentially be a board room and market a board of directors. Your media could be a performance review where your market is your boss.
- Think about which message is better suited for your audience in the media you are choosing:
If you have been working in an organisation for six months, then the message you construct for your media is vastly different than if you worked with the organisation for six years.
- Prepare a 3 ways to convey the same point through 3 stories or 3 examples
- In business context, it’s worth recruiting other story tellers within organisation to have a bigger impact
Tell the story behind the business and business will come along.
Elements to think through when creating the story:
- Who are you, what do you sell, to whom do you sell, how do your customers benefit?
- In story telling – keep in mind that it’s not about you, your business or your idea. It’s about what benefit your audience/market will get. Often we get too close to our stories/businesses/ services and lose this perspective so try to get an outside perspective.
- People don’t buy your service or product because of a feature or a factual statement about it. Feature provides customer with something of value to them and that’s why they buy the product or service. So instead of focusing on feature, focus on a results and outcome. What’s in it for your audience?
Workshop facilitator :
Kate Engler is referred to by some of the senior journalists as the PR Anti-Christ because she has revolutionised the way publicity is harnessed by businesses, giving them access to thousands of dollars of free media exposure without using the traditional PR agency model.
And her clients have been featured in the nation’s biggest circulating newspapers including The Age, The Sydney Morning Herald, The Courier Mail, The Australian, Herald Sun and Daily Telegraph as well as many local newspapers.
She owes her incredible success to her advanced process of helping clients uncover their unique story, preparing media releases and getting the undivided attention of otherwise busy journalists and editors.
Event Host :
We would like to thank our event sponsor –Roy Morgan Research – Australia’s leading Consumer, Industry and Market Research company for providing us a beautiful venue.
Event was organised by Lean In Melbourne – a group for the women in Victoria,Australia to meet,learn & grow together. Our mission is to empower women to achieve their ambitions.
Join our chapter to network with a professional group of women and to discuss matters important to women: Join Melbourne Lean In