The Art of Effective Storytelling

The Art of Effective Storytelling

Michele Miller

Content Strategist

Professional Storyteller

@mmiller75

Disclaimer

It’s no secret that “Storytelling” has become one of the big buzzwords everyone loves to throw around.

But I also want us to be realistic in our understanding of stories as the very first social medium. This methodology is not new. It has continuously been reinvented as more and more formats and platforms become available.

Significant Objects

A study in measuring the value of content

In 2009, two men by the names of Rob Walker and Joshua Glenn purchased cheap trinkets, and asked some of today’s most talented creative writers to invent stories about them, and then post the stories and the objects together on eBay to see whether the invented story enhanced the value of the object.

The Hypothesis

Stories are such a powerful driver of emotional value that their effect on a given object’s subjective value can actually be measured objectively.

In plain language,

Narrative transforms insignificant

objects into significant ones.

Significant Object: Globe Paperweight

PURCHASE PRICE: $1.49 SALE PRICE: $197.50

© 2009-2015 Significant Objects 1

http://significantobjects.com/2010/01/29/globe-paperweight-test/

This simple, globe paperweight basically came with it’s own reality show. It was accompanied by a handwritten letter to a friend with the tale of a broken marriage, a torrid affair…sex, world travel, regret, loneliness, questions of self worth…And in just this one single memento, a heartbreaking reminder of multiple romantic failures.

And as proven by the results of this experiment, this insignificant object was highly significant to someone. Someone identified with this story.

The Gist of the Experiment

$129 The total price of thrift store items purchased

$3,613K The approximate net proceeds from sales on eBay

100 The number of contributing writers

2,700% The final markup

Humans Are Not Moved To Action By Data Dumps

“AFTER NOURISHMENT, SHELTER AND COMPANIONSHIP, STORIES ARE THE THING WE NEED MOST IN THE WORLD.” - PHILIP PULLMAN

© 1984 Warner Bros. Entertainment 2

We hear statistics.

We FEEL stories.

When we are advocating for something, we most often think of a compelling argument, made up of data.

When in reality, neuroscience research clearly shows that we are not hardwired to understand logic or retain facts for very long at all.

What we are able to understand and retain are stories.

Finding the Balance

© 2015 Jack Malcolm 3

You simply CANNOT win without activating emotion.

As long as we are dealing with the human race, we will ALWAYS be dealing with both the rational AND irrational, logical and emotional.

Photo by NBC/Ben Cohen - © 2014 NBCUniversal Media, LLC 4

So then, when & why is storytelling effective in persuasion?Factual arguments, statistics, etc. leave us critical and skeptical – just like Mr. Ron Swanson.

Photo by NBC - © 2012 NBCUniversal Media, LLC 5

But when we are absorbed in a story, we drop our intellectual skepticism. We are emotionally engaged and our defenses naturally go down. (Neuroscience!)

Storytelling Crimes

Storytelling Crimes: The Data Dump

Risks:

• Confusion• Intimidation• Disengagement

Definition:• Long ramblings of in-depth

feature/function documentation without communicating value or ensuring relevance and understanding

Storytelling Crimes: Industry Jargon

Risks:

• Lack of understanding

• Inability to relate• Alienation

Definition:• Mechanical, meaningless (to

your audience) language characterized by convoluted syntax

Storytelling Crimes: Telling vs. Showing

Risks:

• Lack of context• Lack of trust• So what?

Definition:• Taking a non-value-based

approach to how your product works vs. why they should use it

From Product-Centered to Story-Driven Content

People don’t buy products…

They buy better versions of themselves.

We are what we buy.

adapted from samuelhulick.com

Social Anthropology

Consumer Psychology

Commercial Persuasion

Buyers adopt products not just as consumer choices, but as conscious expressions of their identities.

Because of this we’ve moved away from a one-way conversation into a dialogue that depends on our understanding and application of the social sciences.

The how and why of our purchases

Understanding behaviors that are largely culturally determined

Using what we know about the audience to entice, create desire & sell

Thinking Like the Customer

Couple of really important points here:

• The average customer does not think in terms of “online” or “in-store”.

• You need to think like they do, which is one brand, regardless of touch point

• You cannot force your customers to think like the business

• To win, you need to be able to articulate this mental model to your prospects & existing customers

Stop talking about yourself.

It’s definitely not about you.

© 2013 UserOnboard.com 6

FutureCustomer

OurProduct

Super Awesome Human

Focus On Leveling Up

This is

This isn’t what your business makes.

It’s time to change your way of thinking

Here’s what our product can do

Here’s what you can do with our product

From…

To…

So How Does This Apply In The Real World?

The Storytelling Trifecta

NARRATIVE

DATA

DESIGN

Only once you have narrative and design in place should you introduce the third component. Data can act as a foundation, but it should never be the lead.

Sharon’s Connected Commerce Journey

https://vimeo.com/magentoecommerce/review/120523534/a09bf38673

References

1. Glenn, Joshua, & Walker, Rob. (2009). Significant Objects. © 2009-2015. Retrieved from http://significantobjects.com/2010/01/29/globe-paperweight-test/

2. Petersen, Wolfgang. The NeverEnding Story. © 1984 Warner Bros. Entertainment. Retrieved from http://www.imdb.com/title/tt0088323/

3. Malcolm, Jack. (2015). When the Heart Wins. Practical Eloquence. © 2015 Jack Malcolm. Retrieved from http://jackmalcolm.com/blog/2014/09/when-the-heart-wins/

4. Cohen, Ben. (2014). Photo by NBC - © 2014 NBCUniversal Media. Retrieved from LLC http://www.imdb.com/media/rm3054500864/tt1266020

5. Photo by NBC - © 2012 NBCUniversal Media, LLC. Retrieved from http://www.imdb.com/media/rm3900878592/nm0644406

6. Hulick, Samuel. (2013). Features Vs. Benefits. User Onboarding. © 2013. Retrieved from http://www.useronboard.com/features-vs-benefits/

Michele Miller

Content Strategist

Professional Storyteller

@mmiller75