the steller storytelling method - kindra hall · 2020-01-01 · the steller storytelling method™...
TRANSCRIPT
The Steller Storytelling MethodA Study of the Key Components that Make a Story Stick
2 Welcome
Welcome 3
Welcome to the Steller Storytelling Method™
At the Steller Collective, we believe that strategic storytelling is a critical, often misunderstood and underutilized
skill in business. Since the early 1990s I have been passionate about the power of a story to captivate audiences,
influence behavior and ultimately transform business. Today we inspire and educate individuals and brands to
harness the power of their stories through keynote presentations and intensive workshops.
While storytelling has become a business buzzword, the commercialization of the word has tainted the
understanding of what a story is in its purest and most effective form. Storytelling is now acknowledged as an
important strategy for increasing brand recognition, connecting to customers and building camaraderie within
teams. However, not all stories are created equal and many storytelling efforts fail as a result of not understanding
what makes a story great.
Our storytelling method at the Steller Collective, the Steller Storytelling Method™, is not rooted in passing marketing
and media trends but rather is based on a rich, traditional storytelling approach used by classic storytellers. I spent
many years attending storytelling festivals, telling in story competitions, and serving on the board of the National
Storytelling Network. It was through these experiences that I identified common traits and specific components
the best stories shared.
In the end, and as you might have guessed, not all stories are created equal. This national study examines the four
components of the Steller Storytelling Method™ and their impact on the effectiveness of a message. The results
and subsequent discussion offer a practical, systematic approach to drastically improving business messaging by
applying the Steller Storytelling Method™ into daily messaging practices.
This is just the beginning of what is possible for you and your stories. To learn more about our keynotes, workshops
and trainings, please read Ways We Can Work Together at the end of this report.
Thank you for your interest in learning more about the power of strategic storytelling. Though technological
advancements will continue to change the way we do business and interact with customers, as long as you are
working with, or selling and marketing to humans, effective storytelling will always be an integral part of creating
meaningful relationships. Stories will always be what connects us in a chaotic world.
We look forward to hearing from you and the stories you’ll tell.
Kindra Hall, President and Chief Storytelling Officer
Steller Collective
Stellercollective.com
Welcome from the Author
4 State of Business Storytelling
State of Business Storytelling
Not all stories are created equal.
There’s a lot of buzz about the power of storytelling. Celebrities, authors,
and gurus like Richard Branson, Tony Robbins, and Maya Angelou talk
about the impact storytelling can have on your life and your business.
The unlimited opportunities for sharing content and engaging with
customers, combined with the growing desire of employees to work
for individuals who are purpose-driven and authentic, it’s no wonder
storytelling has received more attention the last five years than in the
previous thirty. When done right, storytelling can solve even the toughest
business challenges. Relationships become easier to build, sales become
easier to close and complex concepts become easier to convey.
However, more awareness around storytelling has not resulted in better
storytelling, or even good storytelling. Storytelling efforts frequently fall
short – for both brands and leaders alike.
Truth:
State of Business Storytelling 5
Using storytelling in business is not about talent or charisma. It doesn’t require a marketing
degree and isn’t “unavailable” for accountants, attorneys, CFOs or any of the other
traditionally technically-minded teams members. Storytelling is a skill and a system that
can be taught and applied regardless of personality or how well you did in creative
writing classes.
The Steller Storytelling Method™ is simple and accessible for everyone. There is no
complicated hero’s journey. There is no nine-phase plot. The Steller Storytelling Method™ is
based on the following research and requires only the inclusion of four key components.
Using the research-based, time-tested Steller Storytelling Method™, anyone in an
organization, in any role and with any level of experience can successfully and reliably tell
stories that are compelling, engaging and persuasive.
Truth: Anyone can craft an effective story.
The components are:
An identifiable character: A Steller Story™ includes a specific person or persons the audience can identify and
connect with.
Authentic emotion: A Steller Story™ includes the emotions the character experiences.
A particular moment: A Steller Story™ happens at a specific moment in time and place.
A Specific detail: A Steller Story™ includes specific details the audience can visualize.
Like football teams have winning plays and restaurateurs have
winning strategies, there is a formula to crafting great stories.
Through decades of experience, analysis and field work, four story
components stood out as being part of the winning story formula.
What Makes a Great Story?Story is art, yes. But it is also science.
6 Steller Stories are More Entertaining
According to our research, the more of the components the story includes, the more effective the story will be. Including all four components yields the most positive results.
Stories that include these components are adhering to the Steller Storytelling
Method and are therefore considered a Steller Story™.
“ “
By definition, compelling is the ability to evoke “interest,
attention or admiration in a powerfully irresistible way.”
When it comes to messaging, the world has never
been noisier. Businesses no longer have the luxury of
creating mediocre content. Consumers are constantly
inundated with videos, images, and text both virtually
and in life. If you want your product or service to stand
out, your message has to stand out. If you want to be
heard among all of the noise, your story must compel
people to listen.
When asked, 63% of the respondents found the
Steller Story™ to be more compelling. This response
is encouraging for those who have struggled to gain
and sustain real attention and engagement from their
audiences, whether in person or via a digital device.
By applying the Steller Storytelling Method™, your
messages are more likely to have the messaging “it”
factor; the thing that draws people in and keeps them
there.
Key Finding: More Compelling
63% of respondents found the Steller Story™ more compelling.
Steller Stories Keep Attention 7
63%
Recent studies reveal that the
average adult, age 18 and older,
spends four hours a day watching
television, with those over 65
watching nearly seven hours a
day* and binge-watching has
become an acceptable hobby.
Humor, action, drama; the desire
to be entertained is as prevalent
today as ever.
With that in mind, businesses
and leaders would be wise to
approach their messages with the
entertainment-element in mind,
creating messages that entertain
AND educate or instruct.
Key Finding: More Entertaining
65% of respondents found the Steller Story™ more entertaining.
65%
By applying the Steller Storytelling
Method™, it is simple to tap into the
consumer’s desire for entertain-
ment without compromising the
quality of your message. There is
no excuse for boring.
*https://www.nielsen.com/us/en/insights/reports/2018/q2-2018-total-audience-report.html
8 Steller Stories are More Entertaining
If a message gets shouted in the forest but no one was
paying attention, does it have an impact?
The importance of attention goes beyond philosophy.
And while it appears as though human attention spans
are shrinking, it is more likely that attention is simply
becoming more selective.
In this age of refined taste, brands and leaders must
pay close attention to what garners the attention
of their desired audience. Fortunately, including the
components of the Steller Storytelling Method passes
the attention test and offers a simple solution for
attentiveness in the proverbial forest.
Key Finding: Kept Attention More
63% of respondents found the Steller Story™ kept their attention.
63%
Steller Stories Keep Attention 9
When it comes to advertising, “Frequency is the price you pay for not being interesting.” Think
for a moment about the money spent on getting a message out to the marketplace. Most
companies overpay for their exposure to the marketplace as a result of their ineffective
messaging.
Forgettable is expensive. What would marketing look like if the messages lasted beyond one
ad spend cycle? What would it mean for brand loyalty if messages stuck with people.
The four components of the Steller Storytelling Method™ were able to dramatically improve
the memorability of the message. Instead of paying for repetition, companies could be
building real equity in the ever-elusive customer subconscious by layering in many memorable
messages.
Key Finding: More Memorable
63% of respondents found the Steller Story™ more memorable.
63%
10 Steller Stories are More Memorable
In our study, 63% of respondents found the Steller Story™ more
persuasive than the standard message that was void of the the 4
Steller Story™ components.
Influence is an essential element of successfully growing revenue.
Sales efforts live and die on the ability to persuade customers and
stakeholders to say yes to the product or service you offer.
The components of the Steller Storytelling Method™ tap into the use
of storytelling across cultures and over millennia to bring people
together and see the world from the same point of view. A Steller
Story™ transforms a one-dimensional message into one where
potential customers can see themselves experiencing your product.
This immersion gives the Steller Storytelling Method™ its persuasive
edge.
Key Finding: More Persuasive
Steller Stories are More Persusavie 11
63% of respondents found the Steller Story™ more persuasive.
63%
In addition to the five key findings, our research revealed that including the four Steller Story™ components resulted in a variety of other fascinating benefits.
More people in our study felt confident they could retell the Steller Story™. They felt personally connected to the story, knew the details, and could engage their listeners.
The Steller Storytelling Method™ is powerful and effective. It will engage, persuade, and
inform your audience. In short, it can help you transform your brand’s messaging and help
you achieve all of your business goals.
Conclusion
12 Conclusion
Men 45%
Women 55%
18-24 1%
25-34 23%
35-44 22%
45-54 17%
>55 37%
White 51%
African-American 18%
Hispanic/Latino 17%
Asian 11%
Other/Refused 3%
Genders
Ages Ethnicities
In this national study, Steller Collective validated the effectiveness of including four key components in a
story – components that, when used, can make the story more compelling, entertaining, memorable,
persuasive and more likely to keep attention. These results are based on a national online survey of 1,648
respondents conducted by Edison Research. All respondents read a generic control message about a children’s
toy product. Respondents also read a message about the same children’s toy, that included one, two, three, or all
four of the Steller Story™ components and the order in which they read the two messages was randomly reversed
to avoid latency bias.
Methodology
Participants
About the Study 13
About the Author
14 About the Author
Kindra Hall is President and Chief Storytelling Officer at Steller
Collective, a consulting firm focused on the strategic application of
storytelling to today’s communication challenges. Kindra is one of
the most sought after keynote speakers trusted by global brands to
deliver presentations and trainings that inspire teams and individuals
to better communicate the value of their company, their products and
their individuality through strategic storytelling.
What began as a storytelling assignment in 5th grade, grew into a
passion for not only telling stories, but a mastery for teaching others
the methods and science of storytelling so they can better tell
their own.
She was a National Champion storyteller (yes, they have those),
member of the Board of Directors of the National Storytelling Network
and has her master’s degree in communications where she conducted
original research studying the role of storytelling in defining and
revealing organizational culture.
Kindra is a former Director of Marketing and VP of Sales. Today,
Kindra’s work can be seen at Inc.com, Entrepreneur.com and as a
contributing editor for SUCCESS magazine. Kindra’s message spans all
industries and her clients include Facebook, Hilton Hotels, Tyson Foods,
Target, Berkshire Hathaway and the Harvard Medical School. Her
much anticipated book, Stories That Stick, will be released by Harper
Leadership in the fall of 2019.
Regardless of the industry, Kindra’s clients leave feeling excited and
equipped to finally put their stories to work in a tangible way.
Kindra lives in Manhattan with her husband, young son and daughter.
When she is not traveling around the world speaking, Kindra can
usually be found at spin class or in Central Park with her family.
Steller Collective is a highly specialized, boutique storytelling firm focused entirely on the education, training and
strategic application of storytelling in business. We work with clients to drive their business outcomes with world-
class keynote speaking, one-of-a-kind revealing original research, and best-in-class story training to grow the
effectiveness and influence of your teams.
Ways we can work together
Keynote Speaking – Kindra Hall has presented this storytelling keynote for audiences around the world and
across industries to equip them with this essential skill for success in a connected economy. Far from jargon
or fluff, Kindra’s approach to storytelling is razor-sharp and immediately actionable. The result: Using Kindra’s
blueprint for effective storytelling, attendees leave empowered and equipped to close more sales, build better
relationships, or build their brands by leveraging the irresistible power of their stories.
Workshops & Training – Our Steller Storytelling Method Workshop™ is designed to give participants a blueprint
they can use any time the communications stakes are highest. They will be prepared to transform any upcoming
message with a compelling story. Kindra will both generate excitement about the power of strategic storytelling
to overcome the greatest communication challenges in business, and give participants an opportunity to practice
the skills necessary for mastering the art of storytelling. Kindra will inspire and educate your team about strategic
storytelling and why a simple shift to telling compelling stories will create massive and measurable results. Then,
Kindra will break down the exact steps necessary to creating a story that is more compelling, entertaining,
memorable and persuasive. Attendees will work through guided storytelling exercises as a whole group, in small
groups and finally individually as they take what they’ve learned and create their own story for an upcoming work
situation. The Steller Storytelling Method™ Workshop can be held on site with your team, or at one of our hosted
events held throughout the year.
About Steller Collective
About Steller Collective 15
Contact Us:
Andrea Belseth
Business Manager
Michael M. Hall
CEO, Steller Collective
Copyright and Usage
This document is copyright © 2019 Steller Collective. All rights reserved.
The information in this document can be referenced in the media, in whole or in part, as long as this document is
cited as the source for the information. In no way does this document provide an endorsement of any product,
service, company, or individual.
This document is provided “as-is.” Information and views expressed in this document may change without notice.
The strategies and examples depicted herein are provided for illustration purposes only and are not guarantees of
specific results. You bear the risk of using this document.
www.stellercollective.com