The Art of Storytelling (eg. 'Branding')
A few years ago at a conference for a large, multi-national corporation, I sat and waited for the keynote speaker. She was described in the program as a woman with all the appropriate credentials. At the podium, she said she forgot the notes for her speech and she would tell a story instead.
The grey suited crowd shifted in their chairs, glanced left and right at each other. She began by asking for the lights to be turned down and for all of us to close our eyes. She then told a story about a young girl who had lost her imagination and, if she was to survive, she would have to find it. It was a frightening and joyful journey full of pictures, metaphors, and, as the crowd came to realize, it was also full of analogies to their present business.
45 minutes later 400 people gave her a standing ovation. Some of them were crying, recognizing the little girl in themselves. They had forsaken their imaginations, and to grow, they must find and use them again. So, why do we as adults in the corporate/marketing world shy away from simple, and effective, stories? Stories are how we shape a constantly changing world. And they do last. Consider Aesop's fables. Hans Christian Anderson. Louis Carrol. The Bible. We learn from the words, pictures and feelings they create. They touch our senses. They involve us. And they're memorable as a result. Perhaps we shy away because we'll be accused of being 'childlike'? Or worse still - simple?
I think the reason is we've forgotten how to tell stories. We've been bludgeoned into believing that more information is better. The majority of communications in the corporate world suffer from... well, just way too much 'stuff'. Stuff that never sets an anchor in our mind because it hasn't touched us or brought our own experiences to the surface to embrace the new stuff.
The simple fact is that 'branding' is nothing more than effective story-telling.
So what makes a good story? Stories with character and plot that teach us something of value or make us question our beliefs. A good story gives us new energy, creates hope, adventure, learning, wonderment & passion. We recognize the story has added something to our life.
What can a good story do? Ask NBC. During the Atlanta Olympics they gained the largest audience EVER by telling stories about the athletes. True, gritty and touching, those stories brought in huge numbers, much of it the female audience they wanted. The advertisers were very happy. A story can affect an individual to take the next step and become involved in a variety of ways. From speaking well of a company to plunking down some cash. Open up the heart and you'll open up the mind. That done, opening the wallet is usually the next step.
What makes a bad story? As mentioned, too much information. A client insisting EVERYTHING is told... not just enough to intrigue. Like smart investors do - sell on the way up. That means a well-told story that leaves the audience wanting to know more. And technology won't save a bad story; not video, not print, not the Net. But well-chosen technology will be used again and again, often by the media because their job has been done for them.
How do we build a story that sends 400 people to their feet applauding? In the corporate/marketing world we first analyze our audience. Who are they? What do they know of 'us' or our product? What do we want them to know? What emotion do we want to touch? What do we want them to do after they've heard the story? Know the media you're going to use. Is it appropriate... and is there a way to track its benefit? Is it better done at a sales conference or one-on-one?
Then structure the story. Like any brilliant piece of music, a good story has a very precise structure. The most complex of issues can be wrapped around the simplest of concepts. Don't jump to production immediately. You'll be spending money before you know where you're going. As Mark Twain said: "It takes me three weeks to prepare a good impromptu speech".
Then create the story using the media you think will work. Never be afraid to be 'simple'. Write, create & produce your story for one person. We used to say in radio: 'If you get one person, you've got them all'. Whether for print or electronic, read scripts aloud to yourself, then a colleague. Everybody needs an editor. In electronic media let the pictures tell much of the story. Don't let it be an overwritten brochure with moving pictures. In the best corporate print materials we learn, not just about the company, but about the world the company operates in, a world that affects 'me' in many of the same ways. Hey, I identify with this company. We're aligned and in this together. Fancy that!
That phrase - "Once upon a time" - can be the basis for stronger corporate communications. We may not use the exact words, but the stories we tell about our products, services and companies can create the joy of being transported to a new and enhanced state of mind.
My grandfather was a master storyteller. Around the campfire or in a darkened cabin after the thunder and lightning had taken away the lights, he took our imaginations, hearts, minds and souls on many journeys; journeys with danger, heroes, excitement, laughter, sadness and, of course, fear of the 'thump thump' coming down the stairs. I've remembered those stories for 40 years. In our serious, adult, 'the buck stops here' world, a good story in the boardroom, ballroom.. or kitchen, can have your audience eating out of your hand.
"An' all us other children,when the supper things is done We set around the kitchen fir an' has the mostest fun A-listenin' to the witch tales 'at Annie tell about An' the Gobble-uns 'at gits you Ef youDon'tWatch Out!" (from Little Orphan Annie)
(Robb Lucy is President of the story-telling firm Engage Communications Inc. (http://www.engageinc.ca) and father of the easy-way-to-learn http://www.eyelearner.com
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