How do top brands win your business when people see between 3,000 and 5,000 marketing messages per day and the average TV commercials are only 15 to 30 seconds long? Also, there are over 1.94 billion websites, and over 111.1 billion commercial email messages are sent daily. So, with all that noise how can you and your company stand out in this crowded marketplace?
Research confirms that storytelling is one of the most effective means of communicating, persuading, and creating memories. Since the days of the caveman, stories have been an effective means of communication. In fact, before the days of writing, successful communication was measured by how much the listeners remembered.
What We Learned
Unfortunately, for years the Ivy League schools taught us the way to communicate business information was technical data-based content such as pie charts and slideuments on PowerPoint. But, that’s boring. So boring that people forget most of the information shortly after it is presented. But even schools like Harvard are changing their communication strategies.
Why We Remember Stories
Colleges and businesses have learned that stories are memorable because they create a spark in not just one but in all three memory areas of the brain. The semantic area stores facts, concepts, and language. Our episodic memory stores autobiographical memories. Our third area somatic stores action-based memories such as how to play the piano and memories of body movement and senses.
Not only are stories stored in these memory areas, but they also reach prospects and customers in the emotional area of the brain where decisions are actually made. A good story will capture the interest of the listener. You can also weave facts into your stories to reach the left area where decisions are made and to create powerful calls to action.
Creating lasting Messages
Companies are seeking ways to differentiate themselves and provide a memorable message. Stories provide an excellent vehicle for them to differentiate themselves and leave a lasting message.
In fact, businesses are realizing the multi-faceted impact of stories means big money. Companies like Proctor & Gamble have hired Hollywood movie directors to teach senior executives storytelling techniques. Companies like Microsoft, Nike, Motorola, Berkshire Hathaway, Bristol-Meyers Squibb, NASA, and the World Bank are using stories as a leadership tool.
Let’s take a look at what happens in the brain of the listener. The left brain is logical and analytical. It focuses on details and organized scientific date – the stuff PowerPoint Presentations are made of.
The visions and emotions in stories reach out and connect with the right side of the brain. This side of the brain focuses on the big picture. It’s creative, imaginative, and empathetic. The story comes to life in this side of the brain as it is being told. It is here that decisions are made. The facts woven into the story reach the left side of the brain and justify the decision the right side has made. Good stories connect with both the right side of the brain and the left side of the brain. Also, multiple elements are stored in the three memory areas of the brain.
Why Case Studies Don’t Work
You might say, but we have case studies. However, they do not have the same effect on emotion or memory. Case studies contain facts with the central figure or narrator describing a challenging situation and choosing the right solution that ends as a success. Case studies simply supply facts and sweep the dirty laundry, the challenges, the opponents, and the struggles under the rug. The picture they paint is that of perfection. But people know that everything does not go smooth when making a change. Relating a case study with a rosy picture causes your audience to look at you with distrust. It raises their level of skepticism. When you tell a story with all of the problems and adversaries and how you’ve overcome them, your listeners view you as authentic and convincing. They also see that working with you can be exciting and productive. They know that the energy invested in rising above the challenges of life make the victory so much sweeter.
The Real Story Difference
Real stories are compelling because they connect to all those areas of the brain that I mentioned. They paint pictures with words. The word choices are more descriptive and emotional. Most movies follow a story form called the hero’s journey based on the psychology of Carl Jung and the writings of the story guru Joseph Campbell. It’s what makes a movie, play, or book engaging and memorable. They contain the emotion and the details of a hero who struggles with the villain, antagonizing forces, or painful emotions. The hero transforms either emotionally or physically and finally succeeds in overcoming the challenges.
Even a quick 30 to 60 second TV commercial can provide the impact of a story. Do you remember the Budweiser commercial with the runaway puppy and his Clydesdale friend? If you have watched any sports program, you have seen and remember this commercial. You may also have seen the Toyota commercial with the wolves. It grabs your interest and tells a story in just 41 seconds. Some other brands tell their story with a series of three 15 second commercials or ones that are like the Russian dolls, a story or series of stories within a story. In it, one of the characters tells the story from his or her perspective and emotions. Depth, descriptive and emotional words about the character and his challenges as well as various points of view can be added to case studies to convert them to meaningful stories.
Proof It Works
An example of excellent storytelling by a modern icon are the speeches by Steve Jobs. Jobs worked with Nancy Duarte to create his powerful speeches that followed the storytelling format. He was so engaging that his audience could not look away. The same is true of my coach Bo Eason. Bo was a player in the NFL Super Bowl and is a Toni Award-winning actor and playwright. When he tells a story, not a sound is made, no one ever leaves the room, and no one takes their eyes off of him.
Stories can be used in multiple places in the sales cycle. They are great openers, they can be used to compare what is with what can be, and they can provide the bridge to the close.
Your stories don’t have to be complex. Simple stories are timeless. They help us build trust, and they inspire people to take action. I love that they are demographic proof. Everyone likes a good story. Different words can be used, but the same story can be told to people of different ages, genders, ethnicities, and beliefs. Stories are so much easier to remember than facts. Even if they don’t get everything right, people remember the gist of the story and how it made them feel.
Get Started
Consider adding this skill to your toolbox, and you will experience organic, sustainable growth. If you want to begin learning how to tell great business stories, watch for the announcement and join the group in our upcoming mini-course.
About the Authors: Phyllis Mikolaitis and her business partner John Switzer are sales coaches and training developers, each with over 30 years’ global experience. They are dedicated to helping you learn the latest persuasion techniques incorporating insights and stories to win the sale.
Don’t forget to visit other pages on our website @ www.salestraining solutions.com; there are resources available under Freebies. You can also join our newsletter and get our Free eBook on Storytelling: The Secret to Sales Success. The link is on our website next to the podcasts and blog posts. Watch for our upcoming course on Presentation Skills and Storytelling. We are filling it with tools, tips, and resources to help you achieve success.