Three Steps to Help Your Story Hit Its Target

Why Talk If No One’s Listening?

So you’ve crafted your great story.

There’s a character in a place and time.

They have a goal and a motive.

They are facing a challenge.

And as a result of what they do they either succeed or not.

But why should anyone listen to the story?

This is where you need three steps to hit your target.

Step One — Who is Listening?

This is pretty obvious. But I’m amazed at how many times people don’t really analyse this.

Of course you can go into great depth on background and start figuring out their issues with their Great Aunt Agatha.

But I am going to suggest three simple and key questions.

1. What is their problem? What do they physically need to change at the moment and how can you help them on that journey.
2. What motivates them? What emotions are central to their happiness. What are their values?
3. What do they already know about what you have to say? This is key. Too many people start in the wrong place with their story. They give too much detail for the audience in front of them. Elmore Leonard said that writing was easy — you just cut out the stuff that people don’t want to read. Do the same with your spoken stories. Start in the right place and end before they glaze over.

Step Two — What Do You Want Them To KFD?

1. KNOW: Most people start this list with the word, ‘think.’ But I think that this puts unrealistic pressure on you. Communication isn’t an exact science and you will never have control over what someone thinks. But you can control the facts that they know. So start here. What are the numbers, data etc that they HAVE to understand? And remember that a story (to elaborate on Shawn Callahan’s definition) is ‘Relevant facts in context told with feeling.’
2. FEEL: Which brings us to feelings. Whether you like it or not the decision that your audience makes will be driven by emotion and back filled with logic. Give yourself a goal of how you want them to feel. And then commit to that with the language you choose and the way you deliver your story.
3. DO: Here’s the kicker. What do you want them to do at the end? Maybe it’s schedule another meeting with you? Maybe it’s speak to someone higher up the chain. As my partner Sarah Jane McKechnie always says, story is about moving a relationship on one conversation at a time.

Step Three — Why Did Your Audience Spend Time Listening to You?

You need to be able to articulate the benefit that your audience will remember from having spent time with you.

Write a simple answer to a question that they might get asked, ‘Why did you bother listening to x?’

Make that answer the words you want your audience to say when they meet someone for coffee in an hour, next week or next year.

And then make sure that everything you say and do is delivering to make that a reality.

So there you go.

Three simple steps to make sure your story hits its target and doesn’t roll behind the proverbial fridge to gather dust.

If you’d like a 15 minute chat to talk about how we can help you with this then drop me an email at david@mckechnie-pullan.com

And keep safe and well.