Storytelling: Connect and Engage

I recently attended a seminar, on the title of this blog, conducted by Carol Buckland with The Communication Center.

This blog post are based on my notes from her presentation.

She started with the six powerful words – let me tell you a story!

Telling stories affects different parts of your brain and that’s why they are remembered.

Studies suggest 90 percent audience retention using stories

An old adage but is still true today

  • Tell them what you’re going to tell them
  • Tell them
  • Tell them again

Crafting messages using key facts/statistics – or said a different way, proof points is a sound way to go when shaping your story.

The following "Story Formula" was handed out by Carol and is a great tool to use when constructing your STORIES.

  • Select - a compelling story from your personal or professional life
  • Tailor - it for your audience
  • Offer - useful content: a lesson, inspiration, etc.
  • Relate - it to the main message of your presentation
  • Illustrate - your point with unique details
  • Edit - fiercely keep it clear and concise
  • Seal - the deal with a strong takeaway

What is the purpose of your story? You must have a purpose!

You must also know your audience – their knowledge, attitudes, expectations, in order to tell a story that will connect and engage.

Expectations is key, you must deliver on this – think of the radio station we all listen to, WIIFM – what’s in it for me!

The Story - can your audience relate?  Does it reinforce your goal?

Imagine is a great word to start a story!  Fill in with details.  Talk about senses (smell, sound, etc.), sequence (start at the end) and always edit your story.

Storytelling is a performance – be engaging, be expressive, be passionate and be memorable.  Her final comment:

  • Start strong;
  • Finish strong; and
  • Connect the dots

For a resource on storytelling go HERE.

Good luck!

Communicating Your Chamber’s Value

I've written on this subject before and the following are tips from a breakout session I attended recently led by Shari Pash.

What is your messaging? What are you known for? What is your Brand?

Go HERE for a past blog post on that subject.

Are you known for advocacy, knowledge, community leader? Are you a connector?

That’s where you want to be.  Most people have come to the realization that you can’t just be a chamber that does events.  She even mentioned the following:

  • Are you a chamber who does events?; or
  • Are you an event company who has members?

I suggest you want to be in the business of advocacy and helping your members solve-problems.

What are your doing after a new member joins?  Don’t overwhelm them with everything in one email or mailing.  Do the Amazon approach.  Dribble marketing.  Think a 30, 60 and 90 day marketing plan to engage your new members.

Learn how to tell the story of your advocacy work because that’s a great reason for members to join who don’t come to your events.  That is something they will see as real value.

She spent some time on how to respond to the "I don’t have time to be a member" conversation we've all had over the years.  She offered up the following responses:

  • Tell them how you highlight members on your website - maybe a job announcement, highlight a good story of the member;
  • List things that you’ve done on their behalf (things you’ve done for the entire membership);
  • Perks while you work (talk about the things you’re doing for them while they are running their business - attending council meetings, research, etc.).

Start communicating your value!