practical storytelling overview
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www.practicalstorytelling.com © Copyright 2010Practical Storytelling
StorytellingOverview
Benefits and Components
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
About the Author
• Dominic R Villari• Over 14 years ISD• Created 1,000+ hrs of training• eLearning, Instructor-led, Manuals• Corporate, Government, Non-profit and
Educational Clients• Author of the Ginger Bread Man and
Practical Storytelling• MS Communications BU• BA Communications RU
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Storytelling Basics
• Role of Storytelling• Stories and Motivation• Storytelling Application
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Role of Storytelling
• Integral part of human culture
• Shared epic stories
• Mass media
• “Water cooler” talk
• Applied to goals
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Advantages of Storytelling
• Stories are more interesting for you– Engaging and enjoyable
• Stories provide unique insights– Different perspective
• Stories break your message out of standard patterns– Attract attention, more memorable
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Storytelling Application
• Level I - Organizational– Overall– Consistency and Guidance
• Level II - Campaign– Specific Program– Advertising, Marketing or Training
• Level III - Direct– One on one, Everyday– “Pitch” or Information
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Story Components
• Theme
• Audience
• Characters
• Through Line
• Acts and Scenes
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Theme
• What is your theme?– Main Purpose– One clear and concise sentences
• Importance– Provides direction and consistency
• Jump start– List keywords– Circle and compile
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Theme Examples
• “We translate the hopes and dreams of our clients into well-defined, reachable financial goals.”
• “We offer the quality, selection and pricing of a large sporting goods dealer with localized, personal service.”
• “Our new crossover is designed to keep your family safe during life’s everyday journeys.”
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Characters
• Who are your characters?– People or play a part– Internal or External
• Importance– Influence your business– “Collective uniqueness”
• Jump start– List interactions– Circle important
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Character Examples
• Immediate– Employees– Associates– Venders– Suppliers– Partners
• Relative– Supporters– Resources– Neighbors
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Audience
• Who is your audience?– Receive your message– Direct or Indirect
• Importance– Interpretation v. intention– Adapt story structure
• Jump Start– List your direct customers– List people who influence your customers
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Audience Examples
• Direct– Current customers– Prospective customers
• Indirect– Family and friends– Media– Organizations– General influencers
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Through Line
• What is your Through Line?– Plot or set of actions– Tasks or deliverables
• Importance– Core competencies– Focus and organization
• Jump Start– Plot-driven (retail or product)– Character-driven (professional or service)
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Through Line Example
• “We ask our clients a series of questions to learn where they would like be and what they would like to be doing over the next 10, 20, 40 years.”
• “Their answers allow us to develop and implement a long-term plan with milestones and goals.”
• “We have regular conversations with our clients to discuss progress, current needs and any possible changes to their long-term plans.”
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Acts and Scenes
• What are your acts and scenes?– Action plan and individual goals– “Breaking into bits”
• Importance– Link back to theme– Deliver complex messages
• Jump Start– Brainstorm– Outline
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Acts and Scenes Example
• Pre-Assessment Tool– Homes, school, business, callings
• Introductory Conversation– Discuss hopes, dreams and goals
• Initial Financial Plan– Provide details, check for accuracy
• Plan Implementation– Maintain investments, follow plan
• Regular Conversations– Provide updates, check for changes
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Practical Storytelling www.practicalstorytelling.com © Copyright 2010
Next Steps
• Practical Storytelling Book– Available at PracticalStory.com & Amazon.com (book or Kindle)
• Storytelling Webinars– Storytelling Basics– Storytelling Practical Examples– Story Mechanics– Story Types– Audience Analysis– Character Development– Plot Development– Story Construction
• Storytelling Workshops– Story Development– Practical Storytelling (1/2 Day, Full Day, Two Day)– Practical Storytelling for Salespeople– Practical Storytelling for Trainers
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