Storytelling.
Last week our Future Leader Group learned how to tell stories.
They were coached by former BBC journalist and expert storyteller, Steve Rawling, who covered many stories in his 20 year career, from the frivolous to the most harrowing, (for example, Steve interviewed hundreds of family members who lost a loved one, murdered by Harold Shipman).
He highlighted how most business conversations have three parts:
- You
- The Customer
- The Products/Services
Each of the three need to be covered – You need to learn about the customer. The customer wants to know about you and the products and services you offer. But more often than not, the vast majority of business communications get it fundamentally wrong – and as our Future leaders learned, it’s so easy to get it right.
To illustrate, Steve gave the example of TREK bikes. Despite being a keen cyclist, Steve was flummoxed by the pages and pages listing product features that every bike company has on their website.
However, TREK realises that the majority of people are easily confused, and hence rather than focus on the product instead concentrate on the customer:
(This bike is) “right for you if… Adventure is who you are. You prioritise cargo capacity and versatility over all else. You’re the friend that other friends borrow camping equipment from, and you’ve made just as many meals over a campfire in the last year as you have in a kitchen.”
Communications have two parts: Facts and Stories… and it’s stories that cause people to emotionally connect, and once they do then the facts are there to help validate the decision they’ve just made.
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