Monday, October 28, 2024

Forgotten vs Verbatim: A Storytelling Superpower!

 

Describe a key capability to a prospect as a “fact” or feature and it is often quickly forgotten.

 

Use a compelling analogy or metaphor and that capability will be remembered, and it can be recommunicated successfully.

 

However, when you wrap a good story around the capability, not only will retention be high, but your prospect will communicate that story to others with very high accuracy, often nearly verbatim!

 

What makes a story a good story? 

 

Chip and Dan Heath in Made to Stick identified five key elements:

 

-       Simple Message: The concept or message needs to be clear and easy to understand 

-       Real Experience: It must be believable and perceived as being true 

-       Element of Surprise: An unexpected twist, event or outcome generates interest and tension 

-       Evokes Emotion: The best stories are those that evoke an emotional response 

-       Relevant: Good stories relate directly to the subject or key point

 

A story with these five elements can take a boring idea and make it delightfully sticky!

 

Learn more about storytelling and demos in Great Demo! Chapter 11 “Storytelling” starting on page 332.


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