Category: Presentation Opening Stories

Presentation Skill Fundamentals: Start Off With a Story

 

me at O'MaineStarting your presentation off with a story is a great way to:

  1. Signal “This is different, so pay attention.”–Because it’s not the typical “Great to be here” opening or long intro/warm-up before the “real” material kicks in, starting with a story signals “this is different from the typical talk you’re  used to.” Thus it grabs their attention.

2. Grab the audience’s attention by creating an emotional connection.–Starting with a story that speaks to the audience’s key source of pain, and/or also shows what’s possible if they listen to and apply what you’re going to talk about, communicates “I understand  you and what I have will be helpful to you.” Since it speaks to something very relevant, and emotionally-charged, it grabs the audience at an emotional, visceral level, which makes them more alert and attentive.

Here’s a short clip of the story I used to open a talk titled Tell a Better Story. Become More Interesting. Grow Your Business. Notice how this story taps into a source of pain (and anxiety) many entrepreneurs and business owners (my audience at this event) have and…provides a picture of what’s possible if they listen to what I’m going to share.

Mar 30, 2016 | 0 comments View Post

How I got a skunk to start my conference presentation

skunkHere’s a brief story about how I got a skunk to start off my conference presentation. It’s a fun example of how “stories are everywhere” and how to take a seemingly unrelated life event and use it to start off your talk.

BTW…the sound quality isn’t great, because I needed to filter out the road noise (recorded it while driving).

BTW…part II. If you’re at the Maine Startup and Create Week, I am doing a partner event on Wednesday, from 12:45 to 1:45 at O’Maine Studio. All, the scoop is below.

Now…for the story.

 

Maine Startup and Create Week Partner Event

Tell a better story. Become more interesting. Grow your business.

 

When: June 24rd · 12:45PM-1:45PM

Where: O’Maine Studio, Portland, Maine

Fee: $10 (to cover a light lunch)

A Maine Startup & Create Week Partner Program

Jun 24, 2015 | 0 comments View Post

Use an Analogy to Pack a Punch: Togue Brawn shows you how

Togue holding scallopsTwo weeks ago, I heard one of the coolest examples of how analogies make your point pack a punch. It happened at a “pitch fest” hosted by the Maine Center for Entrepreneurial Development’s  Top Gun program.

Ten entrepreneurs pitched their ideas to an audience of several hundred, competing for a $10,000 prize. It was also a chance to hone their  pitch craft.

Several entrepreneurs stood out for their speaking skill.

One of them was Togue Brawn, founder of Maine Dayboat Scallops. who will be speaking on June 24th at the upcoming Maine Startup and Create Week.

First, she clearly had passion for the impact her business would have in the lives of her customers and the fishermen she served.

In fact, after the event, I was talking about what a dynamo she was to a seasoned angel investor–a man who has seen it all. He laughed and said, in true When Harry Met Sally fashion–“Yeah…I want whatever she’s having!”

Besides her  passion, one of the other aspects of Togue’s talk that stood out for me was how she used a powerful analogy to capture the difference her business makes.

In Made to Stick, Chip and Dan Heath cite analogies as being one of the six power tools of the communicator who wants to make their idea “sticky”–i.e. people can’t get it out of their heads.

Why are analogies such a powerful communication tool?

  1. They translate the unfamiliar into the familiar…making your idea easier to understand.
  2. They translate the abstract into the tangible. The brain has a much easier time processing concrete images and situations from real life than it does making sense out of abstract concepts. Also, because concrete images and real life situations have a strong sensory component, they evoke more emotions that abstract ideas that only involve the intellect. BTW…notice that this point is an abstract concept. Now…let’s share a specific situation and concrete image that will make this point much more understandable.

Before you hear Togue’s analogy, here’s some quick context, so it makes more sense…

As part of her Origin Story, she shared her epiphany about the plight of Maine’s scallop fishermen and their customers. Most commercially fished scallops that are caught in federal waters in boats that are out to sea for a week or more. These scallops, when sold to consumers as “fresh” can be 12 days old. Maine’s scallop fishermen are all of the dayboat variety, meaning they go out and come back with their catch in one day.

Their scallops are a day old. But…because no delivery system existed to get these into customers’ hands, Maine day scallop fishermen can’t charge the premium price their premium product deserves. Instead, their uber-fresh scallops have to go to the same processing plants as the federal water harvested scallops that are several day’s old. So day old scallops get mixed in with a week or more old scallops.

Now here’s the analogy Togue used to make her point about how this didn’t make sense:

“That’s like pouring a bottle of Dom Perignon into a bathtub of Barefoot bubbly,” she noted.

When I heard that, I thought “Score! What a way to capture the difference.”

While there’s a reason why Barefoot wine is a popular brand, there’s a reason why Dom Perignon has a cachet that popular consumer brands’ don’t. If you made Dom Perignon, would you want it blended into any popular consumer wine and sold at that price or…would you want to get the price your product should command?

While giving the factual differences between scallops harvested in federal waters vs. those harvested by local scallop fishermen made for a clear comparison at the abstract, intellectual level, Togue’s analogy made it tangible. The listener could instantly get the difference at a deeper, more experiential level.

Hence, the power of a good analogy.

So…if you want YOUR ideas to pack a punch, start generating analogies to make your points hit home.

To learn more about how to use analogies and stories to make your ideas more interesting and persuasive, come to:

Tell a better story. Become more interesting. Grow your business.

 June 24rd · 12:45PM-1:45PM

Who should attend: Business owners, self-employed professionals, leaders and others who want to communicate the value of their ideas, service, and business in a more compelling, interesting, and persuasive way… whether in front of a group or one-to-one.

Where: O’Maine Studio

Fee: $10 for attendees at Maine Startup and Create Week, $15 for non-attendees (includes lunch)

A Maine Startup & Create Week Partner Program

 

 

 

Jun 16, 2015 | 0 comments View Post

How NOT to Blow Your Big Chance When Speaking In Front of a Group

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A while back I witnessed yet another sad example of someone squandering one of the most precious marketing opportunities possible: getting the chance to present in front of a group of potential buyers.

This happened at an association meeting of customer service professionals. A rep from  a CRM (customer relationship management) software company had the chance to give a five minute “commercial” because his  company had sponsored the event.

Rather than use his precious time to communicate how his business helps solve problems that were relevant to the audience, he simply talked about his company and stated facts about the customer service industry that were common knowledge to anyone in the industry.

People waited patiently until he was over so the “real speaker”  (yours truly) could get up and talk to them about the topic they really were interested in.

I felt bad for this man and his company because I knew they had spent a lot of money to get the chance to tell people how their product could help them, and all he accomplished was boring the audience.

Does this sound familiar?

Have you ever been “that guy”?

Maybe you also have been the main speaker at an event or a breakout session at a conference, and found yourself doing what a lot of vendor reps and consultants who aren’t professional  speakers do. Maybe you did any or all of the following:

  1. Started off with a lame joke.
  2. Transitioned into a long description of what your company does.
  3. Spent most of your time giving a “State of the Union” speech that merely reminds the audience  of all the problems they were facing and had come to get answers to.
  4. Gave 30,000 foot high “answers” that are commonsense, such as “Give great customer service”, “You need to have quality employees if you’re going to give quality customer service” or “Turnover is costing you a lot; so it’s important to stop turnover.”
  5. Read off of your PowerPoint slides….bullet point list item after bullet point list item.

Does this sound hauntingly familiar?

If so, it’s time to upgrade your presentational approach by adding stories and concrete examples.

Make Your Presentation Exponentially More Interesting and Persuasive By Adding Three Story Genres

Here are three types of stories that will make your presentation—whether it’s five minutes or sixty minutes—far more fascinating and persuasive.

1. “I Feel Your Pain” Stories –This story genre includes stories of your own experience that mirrors the audience’s major challenges. It also includes stories of clients or customers with challenges that mirror the audience’s. Either way, you are letting them know “I know where you are coming from.” You are also reminding them of the pain the unsolved problem is causing them.

By reminding them of the pain they have, you increase their desire to listen to what you’re going to tell them. So one way to start off with a bang is to tell a story that immediately taps into their pain and…shows that you “get them.”

So for instance, when I do programs on how to engage people in constructive conversations around difficult topics, I often start off with a really difficult conversation I once had with a co-worker. In the opening, I usually only tell the first part of the story, where I share how angry I was at him and how I obsessed about my not having a witty comeback, and how I plotted my revenge. When I share this with groups, I see nods of recognition. They know what it’s like and…they get it that I have faced the same struggles as they have. My story also reminds them of the pain they have felt because of conflict they were unwilling to address because they didn’t think they had the skills to make the conversation work.

2. Price and Promise Stories – Share a story about how a client or customer of yours was dealing with a problem the audience can relate to, and how your solution made a difference. Price and Promise Stories make clear the price the audience member pays for NOT addressing the problem, and the benefits of successfully addressing the problem.

As in the “I Feel Your Pain” story, Price and Promise Stories are designed to heighten the audience’s interest and make them want to hear more. However, don’t go into describing your solution, step-by-step,  if you start off with this type of story. When you start off with a Price and Promise Story, it’s meant as a tool to spark interest.

Later on in your presentation when you are describing how you solve the audience’s relevant problems, you can use this story genre to describe what you do. You can also use an “open loop” Price and Promise Story to start your presentation. Thi  is where you share the “before picture”—i.e. the “problem state”—and then  tell the audience  that you will share with them later in the session what you did to achieve a positive outcome.
This is called “salting”, as in “making them thirsty for what you are going to tell them”.  The story I started off this post with is an example of salting. It starts off with a story that communicates “This is the price you pay for being an uninteresting speaker…a huge lost marketing opportunity”. While I don’t explicitly say “Keep reading and I will tell you how to rectify this”, you understand that is where we are going. If you can relate to the story, you wanted to hear more about how NOT to be “that guy.”

 

3. “What I mean by that” Stories – These stories take your key concepts and help listeners understand what they mean at an emotional and visceral level, rather than have them vaguely  understood at an intellectual story. When we use abstract terms without concrete examples, we risk people either not understanding what we mean or….believing they do understand, when in fact they don’t.

You prevent this from happening by following each key point with “So for instance…” or “Here’s an example of what I mean…”, and then giving a concrete example or sharing a short story that illustrates that point.

Doing this will make a HUGE difference in your audience’s ability to comprehend what you’re saying.

So for instance, when I give programs on constructive conversations, I talk about the language pattern I call The Multiple Choice Opener. This language pattern makes it more comfortable for people to speak honestly about a tough issue. When I describe the Multiple Choice Opener, I don’t just list the characteristics of this language pattern. I give the audience an example. I say “So…for instance…let’s say you did a performance review with Mary…” I then describe the scenario and how the Multiple Choice Opener would be used in the situation.

Other times, I illustrate what the Multiple Choice Opener looks and sounds like in real life by sharing a short story about  my using this language pattern with my young daughter when she seemed displeased with the idea of helping me wash dishes.

By giving a concrete example or sharing a short story, you help the listener play a movie inside their mind of what you are talking about, so they understand what it looks and sounds like in real life.

By making abstract terms concrete, you help your listeners move beyond “sort of knowing intellectually” what you are saying to fully grasping at an experiential level what you mean and why it’s significant.  When this happens, your message becomes more understandable, more interesting, and more persuasive.

So Use Stories to Make Your Points More Understandable and Your Presentations More Compelling

So…don’t be like the typical vendor or professional who does great work or has a great product, but doesn’t know how to talk about it in a way that makes others want to listen.

Don’t blow your big opportunity to spread your message when you do get the chance to speak in front of a group.

Start off your presentations with a story and, use stories and examples to make your points come alive.

Doing so will make you a far more fascinating and compelling speaker.

Adding storytelling to your presentations will also making speaking a lot more fun for you, and… it will make listening to you a lot more fun for your audience.

 

For examples of these types of stories, check out the Blog Category:

Presentation Opening Stories

For information on the Make Your Presentation Opportunity a Hit program, contact me at david (at) storiesthatchange.com

Apr 06, 2015 | 0 comments View Post

Nervous About Speaking? Just Add Stories: A Debrief of My Semi-Impromptu #SMBME Talk

30816077_sJust before heading out to the Social Media Breakfast of Maine’s meeting (check out #SMBME for tweets from the crowd), I checked my email. It was 6:20 AM.

Much to my surprise I found an email from the event’s organizer, Amanda O’Brien, which had been sent the night before. Her email said she had just noticed I was attending the program and wondered if I would like to speak, too. The topic was storytelling and writing. The main speaker was the author of Everybody Writes, and content marketing guru Ann Handley. Since Ann was going to focus on writing, Amanda wanted to know if I would speak about storytelling in general.

Sure, glad to, I responded.

While I was “glad to,” there was also a problem with this.

Even though I have spoken at conferences around the country and overseas for over two decades, speaking doesn’t come easily for me. I’m not the guy who can’t wait to get in front of a group and talk. It takes me awhile to formulate what I want to say. But…I love storytelling and I also had witnessed what a fun group this was, so it seemed like a great opportunity to share something I love with people I enjoyed.

While I rarely get nervous when I give a talk, because I didn’t feel prepared, my stomach quickly knotted up and my heart started racing.

As I drove into Portland, I started thinking about what key points I would make and stories I would tell to illustrate those points.

At the breakfast, instead of mowing through multiple plates of eggs and bacon from the breakfast buffet and catching up with friends who were also attending, I jotted down thoughts and formulated a simple outline. At one point, I asked my friend and copywriter, Nina Hope, to distract me by telling me the funny story she had emailed me a “teaser” about.

After the sponsors were introduced and spoke briefly, it was time for me to speak.

I walked up to the front of the room, my stomach still in a knot and my heart still racing.

In the audio below, you will hear what I said.

Now…I am sharing this context and the presentation with you for a couple of reasons.

First, if you have stage fright, this will hopefully help you see how storytelling can help you settle down and actually enjoy your talk.

Second, I want to “pull back the curtain” and share with you some of the intentionality that goes behind storytelling.

You can approach what follows in two different ways. First, you can listen to the 10 minute recording below and THEN read my explanation and analysis or…you can read the explanation and analysis first, whichever works for your learning style.

So here goes…

My original plan was to first tell a story about an expert in the field of mind/body medicine who was bombing on stage and how storytelling saved the day for him. This type of story, what I call a Pain and Promise Story. The Pain and Promise Story grabs the audience’s attention because it speaks to a pain they feel and a hope they have about that pain going away. So it both resonates with their current situation—“I understand you”—and promises an antidote to their plight. This story genre immediately grabs the audience’s attention because it communicates “This will be helpful to you.”

My original planned evaporated when my butterflies did not.

I decided instead to start off with a different story, a funny story, because I needed to relax. Because it’s always been a real crowd pleaser and because it’s funny, I knew it would put me in a more upbeat, having-a-good-time state. So at the last minute I decided to start off with that story instead.

Then, I did the “expert bombing on stage” story. I was going to tell one last story that illustrates how you can use stories to challenge people without being confrontational—which is one of THE most useful applications of storytelling.

I call these the How to Say “You’re Crazy” in a Nice Way Stories.

I wanted to include this story in my short presentation, because this story genre helps people address one of THE most challenging situations for people, especially those in sales, coaching, and leadership positions. It helps them challenge people’s perspectives, beliefs, and excuses without triggering defensiveness and antagonism. I also wanted to include this point about what storytelling can do, along with a story to illustrate the point, because it shows how storytelling isn’t just a presentation tool.

But…when I got to this point in my talk, I felt like I was going to go over the 10 minutes I was shooting for, so I decided NOT to tell that story, but to instead use an analogy to make the point.

I love the analogies for making your point punchy in a fraction of the time.

Analogies are a great way to make your abstract idea concrete in a very short amount of time. If you don’t have much time to make your point, either because of time constraints or because your audience is filed with impatient people (e.g. busy executives in a meeting), analogies are a great alternative to stories.

What was I thinkin’?

OK, here are stylistic and technical notes, both to illustrate the intentionality that went into different aspects of the how the stories were told, as well as how it could have been improved.

How to Make Your Story More Relatable – In the first story, I talk about how I had blown my situation out of proportion. I had turned it into an “If I blow this keynote, it will be a career-ender.” I could have left it at that, but instead I followed that with something like “You know how we do that… we take something that is a little deal and turn it into a BIG DEAL…so maybe it’s like you get the chance to speak in front of senior leadership and you think ‘If I blow it, I’m going to be fired’ or maybe you have a business idea and you want to pitch it to a group of venture capitalists and you think ‘If I blow this…I’ll never get another chance.’”The language pattern that starts with “You know how we do that…” and is followed by experiences the audience can relate to, comes from the world of hypnosis.

It’s what I call a Linking Phrase.If you want the listener to connect at a more visceral level to your story, you use a Linking Phrase to link the experience you are talking about with one or more “versions” they have probably experienced. Doing this increases the listener’s interest at the conscious level because they can see the direct connection between your experience and theirs. It also increases the listener’s connection at the unconscious level because it signals “this is relevant, so pay attention.” It also stimulates greater interest because it stirs up emotions they have around their version of the challenge you are sharing.

Why You Might Use Your Version of My Opening Story – A couple of the reasons why I like using the first story as an opener:

  • It’s a great ice breaker.
  • As I mentioned before, it helps relax me because it’s a fun story to tell.
  • It helps the audience bond with me because it’s a self-effacing story. It shows that I am not coming to them as a guru or in a one-up position. I am coming to them as a fellow human being, an equal (who just happens to have some specialized knowledge or expertise).
  • It also subtly communicates credibility, without sounding like I am tooting my own horn. The fact that I was asked to keynote an international conference in Australia makes it obvious—or at least I hope it makes it obvious—that I must know what I’m talking about. Establishing credibility is not for YOUR sake as a speaker. It’s for the audience’s sake. They are far more likely to take seriously and implement your ideas if they believe you are an expert.

Another Example of Using a Linking Phrase – In the second story, I also use a Linking Phrase. This one went something like: “You know that sickening feeling when you’re thinking ‘Man…they are not connecting with me’ and even though you’re really into your idea…they are clearly not.”Just as with the previous example, I want the audience to connect my story with their own experiences, so they can remember the pain. This not only helps them “get into” the story, but also increases their motivation to learn how to NOT experience that pain again.

Provide More Context Than I Did – When I listened to the recording, I noticed that I did something I have caught myself doing on other occasions: not giving enough context to make my point clear to the audience. That happened in the second story when I likened the speaker’s exhortations to a particular Far Side cartoon. I simply said something like “It’s like that Far Side cartoon that goes ‘Blah, blah, blah, Ginger. Blah, blah, blah.’” Here’s the cartoon. I should have described the picture, since obviously not everyone has seen it. One of the reasons why I recommend recording your presentations is because it enables you to catch examples of not giving enough detail or context, so you can do so next time.

Take Away Points

  1. Using a self-effacing, amusing story as an opener is a great way to calm your nerves and help the audience bond with you.
  2. Using Linking Phrases helps the listener connect your story with their own experience. This increases their interest, because it shows how what you are talking about is relevant to them.
  3. Record your talks and pay attention to places where a bit more context or explaining might have made your point more clear.
  4. The more you use stories in your presentations, the more fascinating a speaker you will be and the more fun you will have speaking.

If you want to learn how to be a better storyteller, come to the free program “Tell a Better Story. Generate More Interest. Build Your Business” at the Casco Bay Tech Hub, on Dec 11th.

 

Now…For the Recording…

 

Podcast: Play in new window | Download

Dec 01, 2014 | 0 comments View Post

Simon Sinek Demonstrates How to Use a Story to Start Your Talk Off With a Bang

simon senekCheck out this great Simon Sinek talk, given at 99U, titled Why Leaders Eat Last. Notice how draws you in and then makes his point  hit  home at a visceral level.

It’s also worth watching it for the outstanding content, too.

The next time you give a talk, how about coming up with a story that grabs the audience’s attention.

 

 

 

 

 

 

 

Related Posts on Starting Off Your Presentation With a Story

How to Start Off Your Presentation with a Story and… Why You Want To

Start Your Presentation Off With a Pain and Promise Story

 

Nov 11, 2014 | 0 comments View Post

How to Start Your Presentation Off With a Story…and Why You Want To

Starting a presentation off with a story starts your presentation off with a bang. It captures your audience’s attention and signals “This isn’t going to be one of those boring Death By PowerPoint presentations.

When choosing an opening story, use this list to see how many of these objectives your story accomplishes. Different stories acccomplish different groupings of objectives, so you might find yourself with two really good stories to start off with, in terms of entertainment value, but one addresses an objective that is especially important for your group while the other one doesn’t.

So for instance*, you might be speaking to a skeptical audience who doesn’t think the issue you’re going to talk about is important. You will want to pick a story that addresses the price they are  paying for  NOT addressing the issue and also subtly communicates your expert status. If you were speaking to a group who already believes in the importance of the issue, you might choose a story that offers hope.

Opening Story Objectives

  1. Bond—“He understands me.” and/or “He doesn’t think he’s better than me.”
  2. Credibility–“She knows what she’s talking about.”
  3. Pain— “Man…I would love to not feel that way anymore.”
  4. Clarity— “OK, got it! This is what she’s going to talk about.”
  5. Cognitive Dissonance— “Wow, I never realized I might be paying a price for…”
  6. Promise—“That would be awesome if that could happen for me.”
  7. Hope— “Maybe this will be the answer I’ve been looking for.”
  8. Fascination— “Wow…I never thought about it in that way.”
  9. Enchantment– “How amusing.” and/or “What a unique way of starting off a talk.”
  10. Positive Anticipation— “This is going to be fun, different than the same ole’ same ole’.”

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* Note: “So for instance…” is one of the most powerful three words in teaching. This phrase helps you take a conceptual idea–like the paragraph that starts with “When choosing an opening story…”–and make it more understandable by providing a concrete example. As the brothers Heath write in Made to Stick, one of the most important ways to make your ideas “Sticky” is to make  your ideas concrete through examples, analogies, and stories that illustrate your concept.

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In this video, I am speaking to an ASTD chapter on storytelling and…surprise, surprise…thought it would be a good idea to open up with a story.

Notice the choice of story (and story within a story) and see how many things you notice in terms of why I started with this story, as well as why I started off with the story within the story at the event I referred to…in the story.

 

 
In the next post, I’ll play the next part of the seminar where we process this opening story (within a story).

Please feel free to post your observations (and questions) in the Comments Below

To see what the audience picked up on and hear my commentary, go to Starting Off With a Story – Part II.

Also…if you haven’t seen the Add Powerful Storytelling to Your Training webinar recording, click here

Jun 23, 2014 | 0 comments View Post

Start Your Presentation Off Right with a Pain and Promise Story

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If you want your audience to care about your message, start off with a story that speaks to their pain and presents your promise of what can happen if they listen and apply what you’re going to share.

Here’s an example of a Pain and Promise Story that I used to open up a webinar hosted by the American Society of Training and Development on how to use storytelling to jazz up your presentations to about 600 corporate trainers and Organizational Development professionals.

While this story was relevant to my audience (and you’ll see why), this story is even more applicable to entrepreneurs, consultants, and other experts who are great at what they do but….might not be the most confident or interesting speakers….and are therefore very nervous about bombing when they speak.

How to Apply This

1. Identify your market’s/audience’s major sources of pain.

2. Get clear on the outcome your product, service, or message facilitates in relationship to that pain.

3. Identify some examples of this transformation.

4. Tell the story to someone who knows how to tell a story and get feedback on whether it works as an opening story, how compelling it is, how it can be improved.

BTW…at 1:07 notice the language pattern. This is something from the “old days” of using and teaching hypnotherapy and therapeutic storytelling. I’ll write about that later.

Finally..we will be talking about how to start off with a story and more at the upcoming program

 

 

Jun 02, 2014 | 0 comments View Post

How to Use Analogies to Make Your Point More “Sticky”

In Chip and Dan Heath’s excellent book Made to Stick, they discuss the power of analogies to make abstract ideas more understandable…and pack a bigger punch. Analogies do this because they:

  1. Make Your Abstract Concept Concrete…and Therefore Easier to Comprehend-It’s much easier for the brain to process a concrete image or example than make sense of an abstract thought.
  2. Make Your Ideas More Interesting–Hopefully you will find that to be the case in this short video.
  3. Connect the New and Unfamiliar to the Familiar--It’s a lot easier to understand a new concept when we can link it to something we are already familiar with. Analogies do that. In the video below, you will notice that I use analogies to make my points more clear and…
  4. Turn an Idea from Being Vulnerable to Skepticism to Seeming Like a “No Brainer“–One of the very cool things about analogies is they help you reframe ideas and rigidly help beliefs. They do this by taking a point of view that the listener or reader holds as true or even self-evident, and then uses the same or similar viewpoint in a context where its validity is easily called into question. Without getting into the hypnotics of it all, doing this also helps to link up the feeling of uncertainty, where before there was only certainty.

 

This video is from my main website HumanNatureAtWork.com

Feb 14, 2014 | 0 comments View Post

How to Use a Pain and Promise Story to Tune Your Audience Into WII-FM

You know you've arrived when...notIf you want to grab your audience’s attention and capture their interest, don’t do a long drawn out intro stating obvious facts about the topic you are going to speak on.

Don’t give a long description of your background.

Instead, try starting out with a Pain and Promise Story, a story that captures the pain your audience feels about a problem you can solve and then illustrates “the Promise”–a vision of what will happen if they listen to, and apply, what you are going to share with them.

This helps them dial into that all important radio station–WII-FM–“What’s in it for me?”

wii-fmThis video clip is of my opening story for a presentation I did called “Fascinating Inspiring U” for the CEO Club of Boston, whose membership consists of–surprisingly enough–CEOs, but also owners of professional service and financial services firms.

I chose this story to start off with because I knew the CEOs in the group would relate to the pain of trying to get buy-in from employees on something that to them is obvious, but ends up not being so obvious to employees…and how frustrating that is.

While I typically like to use stories from my own experience and own work, I often use this story from the folks at VitalSmarts, because it is so perfect. It comes from their book Influencer.

influencerFor the owners of professional and financial service firms, I knew that while they would be able to relate to that frustration, probably more frustrating for them would be when potential clients don’t understand the value of the service they provide. So for them, the area where they want to be more persuasive is more in the sales and marketing arena.

I wanted to make sure the professional service and financial service firm owners would dial into that WII-FM, but the story didn’t include that context.  I could have mentioned that context while telling the story (if you want to see an example of how to make that transition, see the commentary below the video).

However, in the interest of getting them actively involved as quickly as possible, I broke them up into pairs early on in the story to give them the chance to connect with their individual sources of pain.

The more you connect your audience with their pain from the outset, the more they will care about what you have to say.

The Pain and Promise Story is a great way to do that.

 

 

 

 

NOTE:

If you know your audience has multiple contexts where they are feeling pain, you can mention those as part of your story. So, if I had chosen not to break them into pairs during the story, I would have said something like this after getting to the part where the leaders’ message had the opposite effect of what they intended:

“I’m sure everyone in here can relate to that unpleasant experience. For others…the place where you feel the most frustrated around others not being persuaded by your message might be when talking to potential clients…and when you’re trying to show them how your service could help them…and they just aren’t getting it…or maybe its situations with colleagues or partners in your firm where you would want to be more persuasive…”

This is a language pattern I learned from my hypnosis training. You offer a variety of possible connections the person can make, to help them connect with your message.

May 22, 2013 | 0 comments View Post
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