persuasive storytelling
TRANSCRIPT
Persuasive Storytelling
February 2015!
PERSUASIVE STORYTELLING Our Goal Today!
!Make your next story, your best story!!
! ! ! ! !We want to move people.
PERSUASIVE STORYTELLING Other Principles!
Storytelling Patterns!- Story Arcs
- Hero’s Journey (Monomyth)
The problem? These are both used for narratives.
We need something that is
persuasive! SPARKLINE OVERVIEW!
PERSUASIVE STORYTELLING Sparkline Overview !
Sparkline !Created by Nancy Duarte
“If I could draw a shape of what the best presentations would look like and be, then that would be very cool because this could be used as a methodology.”
PERSUASIVE STORYTELLING Sparkline Overview !
Sparkline !
What is
What could be
You start your presenta4on sta4ng what currently is; facts or historical events that have brought us to this point. Then, shock the audience with your perspec4ve of what could be.
PERSUASIVE STORYTELLING Sparkline Overview !
Sparkline !
What is
What could be
} The gap
CALL TO ADVENTURE: create an imbalance by sta4ng what could be juxtaposed to what is.
The gap is the most important part of the presenta4on because this is your big idea! For the rest of the presenta4on, you have to move the audience, and they want to see how you prove your point.
PERSUASIVE STORYTELLING Sparkline Overview !
Sparkline !
What is What is What is What is
What could be
What could be
What could be
CALL TO ADVENTURE
CALL TO ACTION: summarize what is going on; the finish line the audience is to cross.
The middle of the presenta4on has to move back and forth, crea4ng a sense of rhythm with what’s happened in the past and what’s going to happen in the future.
PERSUASIVE STORYTELLING Sparkline Overview !
Sparkline !
What is What is What is What is
What could be
What could be
What could be
New bliss (new norm)
End your talk with explaining how the world is going be with your idea adapted, with everyone believing how you believe. This can be very powerful!
PERSUASIVE STORYTELLING Sparkline Overview !
Sparkline !
What is What is What is What is
What could be
What could be
What could be
New bliss (new norm)
-‐ -‐ -‐ -‐
becoming
: Bits of stories that create another sense of interest and rhythm, so that you do not overwhelm people with informa4on.
The last step is to give your audience tools that can help them to understand everything you just said, so they will “become”, pro-‐create, and share your idea that you had from the very beginning.
Gimme Brand Story THE BIG IDEA AND…!
1.PRE-PRODUCTION !
2. SPARKLINE !
3. RETROSPECTIVES!
PERSUASIVE STORYTELLING The process !
Ask yourself, “What are we trying to accomplish by making this presenta4on for our audience?” Remember, we want to move people!
PERSUASIVE STORYTELLING The process !
Knowing our primary audience!
Design a presenta4on that meets their needs and not just yours. Create a buyer persona or conduct interviews, if possible.
PERSUASIVE STORYTELLING The process !
2. SPARKLINE!
Once you have your big idea and primary audience in place, you can start your Sparkline.
PERSUASIVE STORYTELLING The process !
3. RETROSPECTIVES: The art of getting better!
• Do them every time by scheduling ahead and keeping it short"
• Have a predefined list of questions"
• Create a “To Do” list that can turn into a “To Done” list. "
Apply it!!