If you are planning your next talk with facts and figures to get audience convert to your business, you are doing it wrong!
You might be familiar with the power of storytelling in business. Why stories are getting all this attention? Stories used in a right way in business have the power to connect with customers in a more personal way. Humans are hard-wired for stories. Stories let people remember you (and your product) as it forms the basis of how we think, remember and organize information.
Before you include any story in your business presentation, make sure to understand what exactly a story is, what kind of stories best fit your brand etc.
What is Story?
Stories are a series of events linked together to make a point.
A few types of Stories include-
- Company Stories: The story that talks about your founder and how the business expanded over time.
- Product Stories: Why your products are appreciated? What your product and services mean to customers and to market.
- Best Failure stories: Story that explains your failure and how you overcame it. This helps the customers the need to take measures to avoid similar failures and helps them fast track.
There are many more types of stories. Now, deliver a presentation that captures the hearts and heads of your audience by stealing one of these classic storytelling techniques.
1. Find a story that sticks to your brand identity
The first step to find the best story for your presentation is to do an extensive research. Put all your time and energy to understand what kind of story will be more compelling and engaging to the audience. Also, your research should consider your brand identity. Understand your audience, their needs and pain points and find a story that solves their struggle. Search for old hashtags from previous events to understand the type of people you are going to address for your talk.
2. Stay Relevant
After you have researched, you will get clear understanding about the audience type. Choose stories and case studies that are relevant to the audience. If the majority of your audience are women, address them with stories that is relatable to women. Find relevant case studies that the people present for your talk are found beneficial. Think in their perspective or from their walk of life; bring stories that allow your audience to walk alongside the person within the case study.
Your objective is to maximize your opportunity by staying relevant to audiences that are experts or amateurs, male or female, old or young or from different nationalities or cultures.
3. Take them on a journey
Your case study should be transformational. The stories that can drift the mind of the audience can transform into more sales. Your case study should be very result-oriented. It should offer solutions to problems that helps the audience to become better. It isn’t much of a case study if you cannot identify the transformational changes from where the client started to where he is today — which should be where your audience wants to be as well.
A better way to take the audience through a transformational journey is to identify their pain points and make them feel you understand the struggle. Also, provide the best solution possible to get them from point A to point B successfully.
Another great idea for creating trust in your brand is to include testimonials in your case study. Ron Sheetz, a relationship and trust marketing strategist, who spends a majority of his time working with private practice professionals and creator of the “Transfer of Trust Triangle,” to discuss “the journey.”
Sheetz says, “People can instinctively identify testimonials, which, in a traditional format, doesn’t really further the cause. A better way to build rapport, trust and take the audience on a journey is by exploring the prospect’s pain. Instead of asking for an open-ended testimonial about you or your company, guide them with them specific questions related to the common objections, challenges faced and how they were able to overcome them.”
Your talk, however dry the subject, can be made alive if you find the story at the heart of it all.