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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Storytelling Basics

• Role of Storytelling• Stories and Motivation• Storytelling Application

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Role of Storytelling

• Integral part of human culture

• Shared epic stories

• Mass media

• “Water cooler” talk

• Applied to goals

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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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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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Story Components

• Theme

• Audience

• Characters

• Through Line

• Acts and Scenes

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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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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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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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Character Examples

• Immediate– Employees– Associates– Venders– Suppliers– Partners

• Relative– Supporters– Resources– Neighbors

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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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Audience Examples

• Direct– Current customers– Prospective customers

• Indirect– Family and friends– Media– Organizations– General influencers

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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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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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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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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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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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