The Irresistible Power of Strategic Storytelling — WistiaFest 2016
June 7, 2016
Kindra Hall is an award-winning columnist, author, and national champion storyteller. She discovered the most effective method for capturing attention and increasing revenue — great storytelling. Storytelling isn’t a gift; it’s a skill. Kindra Hall has loved storytelling her entire life. Now, she spends her days as a strategic storytelling consultant for businesses. In her WistiaFest talk, she breaks down why storytelling works so well, what a story actually is, the biggest storytelling mistake, and foolproof storytelling strategies.
Why is storytelling so compelling? Scientifically, storytelling raises levels of cortisol and oxytocin, which means increased attention and trust. Storytelling is also a skill that requires an investment of time, resources, and energy. Humans are naturally attracted to story, and stories are memorable. Kindra suggests switching to a storytelling default, which provides story first and information later.
A story is not a mission statement or a tagline. Stories happen in a particular moment. There are emotions involved. We care about existing characters and whatever is at stake.
The biggest storytelling mistake is alluding to your story, but never actually telling it. You may not always have a big story to tell, but not telling it will be the difference between establishing a connection or causing a drop-off in engagement.
Finally, foolproof storytelling strategies include finding, crafting, and telling stages. To find a story to tell, ask good questions, and make a list of firsts, objections, clients and their transformations as well as when your why was born. Craft your story in order of normal, explosion, and new normal instead of beginning, middle, and end. Set the scene vividly, include emotions, and offer a directive. Think about what you want people to think, feel, know, or do when telling your story.
Watch Hall’s presentation to learn all about the irresistible power of strategic storytelling.