storyteller training: from spokesperson to storyteller
Post on 13-Apr-2017
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Storytelling Training From spokesperson to storyteller
Page 2
Introduction
Page 3
Why Tell a Story
Audience Size
Audience Need HELP
INFORM
ENTERTAIN
Search
Facebook/Instagram
WSJ
New York Times
Economist
Trade publication
Channels We Go To For These Needs
Buzzfeed
Yahoo Finance
Audience Needs
Page 4
Elements of a story
Plot
Setting
Characters
Conflict
Theme
Page 5
Types of Stories
David and Goliath Tortoise and the Hare
Goldilocks Cinderella
Page 6
Emotional Aspects of Storytelling
Laughter Sadness Anger Hope
Page 7
Examples of Storytellers
EducatorsBalladeer Motivators Simplifiers
Page 9
Delivering Key Messages
Why shouldn’t we stick to the key messages?
How do we change this?
Page 10
How to tell a story
Message
• Who is my audience and what is the message I want to share with them?
Define the problem
• Set up the need for a solution vexing the audience.
Mine your experiences
• Bring life experiences to illustrate the message.
Don’t make yourself the hero
• Bring the audience into the story.
Highlight a struggle
• Don’t be afraid to suggest the road ahead will be difficult.
Work toward the answer
• Show the way forward on the path toward resolution.
Page 11
Characteristics of a great storyteller
Empowering
Vulnerable
Giving
Have a Point
Page 12
When to tell a story
Employees
Partners
Networking
Media
Page 13
Media training a storyteller
As I was saying…
Let’s get back to the adventures of our hero…
But I digress…
Ah, the plot thickens!
Controlling the narrative
Page 14
Leave Them Wanting More
Cliffhangers
Waiting for the sequel
“I’m going to tell you a story…”
StorytellingExercises
Unconventional Storytelling
Page 17
Six Word Story
Simplify The Business Problem
Page 20
Untangling Complexity
Communicating in a common language
Page 23
Exquisite Corpse
Page 24
Across languages
Page 25
To Remember
Your Plot
Your Resolution
Your Characters
Tell Your Own Story
Page 26
The End
Page 27
Eric HazardDirectorCognito Media +1 (646) 395-6300eric.hazard@cognitomedia.com @erichazard
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