Have you ever noticed that two people can tell the same story but get completely different outcomes? You may listen to one person and you become engaged with the story and curious about how it’ll develop. The story of the other person leaves you totally indifferent. Why? The difference is in the way those people tell their stories. This also applies to business. When done right, business storytelling gives a compelling reason for prospects to buy from you. It makes them bond with you and trust you more.
To succeed with the business storytelling you need to learn how to tell a great story that gets potential customers to buy. The good news is, it only takes a couple of things to make a story captivating and interesting. And in this post, I’ll share them with you.
The first key to telling captivating stories is an oversimplification. When you tell a story you should speak in a simple language so even a child could understand you. It can be not that simple because we’re usually trying to seem sophisticated and use complicated vocabulary. However, business storytelling isn’t the right place for that. People are used to digesting simple information much better and faster. Therefore, if you make your story complicated you’ll lose the attention of your audience.
Although, sometimes in your business storytelling you should talk about complex ideas and information. So, how do you simplify them? In the “Expert Secrets” book, Russell Brunson describes the simplification tool he created for himself and called “kinda like” bridge. Every time you run into a word or a concept that would be hard to understand for a child, think about how you can relate the concept to something they already know and understand. In other words, how you would explain this to your kid.
If your audience doesn’t know the meaning of a word you’re using, they most likely will stop paying attention to whatever you’re saying. Russell shows an example of his sales script where he simplified the word “ketones”. Using a “kinda like” bridge, he’d explain that ketones are like millions of motivational speakers running through your body and give you energy. So, what he does is taking the word “ketones” and bridging it with something his audience already knows – “motivational speaker”.
Feelings In Business Storytelling
Adding feelings to your stories also helps to improve your business storytelling. The truth is: the logic doesn’t sell, emotions sell. Therefore, you should leverage this power.
If you look at a good fiction story, the author usually devotes a lot of time to the description of a character’s emotions. If a character enters a room, the author would describe how the things looked like in the room, what was the atmosphere and so on. Then they go deep into how the character is feeling. And that’s the key. You have to explain to your audience how you feel. When you do this, people will start feeling the same and go through the same epiphany you had.
It may sound complicated but after you’ve done this a couple of times you’ll master this technique. The simplest way is to add emotions into your business storytelling is to use an Epiphany Bridge Script. It consists of 10 questions which form a perfect framework for any story you’re telling to your audience. You can read more about it in one of our recent posts.
In conclusion, oversimplification and adding feelings to your story are the two main points that will make a story captivating and interesting. Use them and you’ll see how you get more attention from your listeners, more understanding and, eventually, more sales.