How do you use storytelling techniques to make your message more memorable and persuasive?

I put it this way, FACTS FAIL! I met with a video production company recently and they were sharing details and statistics about the importance of story, trying to convince me they are good storytellers BUT THEY DIDN'T TELL ME A STORY. I started falling asleep during their pitch. Unless they were selling sleeping pills, their FACTS FAILED.

So, it's easy to write out the steps for crafting a story. (FACTS which FAIL). The hard part is actually doing it. Sometimes, I literally begin with "Once upon a time." Or, I'll provide a Jason Levinson Story DNA Mad Lib for a client. If _(main character)_ doesn't _(accomplish goal)_ then _(bad thing)_ will happen. CONTEXT+MAIN CHARACTER: X Co. struggled with profitability. They had thousands of products and thousands of customers. OBSTACLES: Leadership encouraged sales to "sell more better faster" but their salespeople relied on cost-plus, treating all products and customers the same. OUTCOME: They implemented a strategic pricing strategy and doubled their profitability.

There is no right way to deliver a story. The WRONG WAY is to be inauthentic. You may be an introvert deathly afraid of talking to people. If you take the time to craft a story you believe is impactful for your audience what a shame it would be for them to not hear it. Don't worry so much about techniques (THOSE ARE LIKE FACTS THAT FAIL). Focus on sharing your story with your audience. Allow yourself to communicate organically. You may be a bit awkward at times - GREAT! That's authentically you. If you feel stiff, loosen up. If you feel like you're moving around too much, chill. Focus on sharing your story authentically. Don't try to be someone you're not.

Here's an approach. EXAMPLE, DEFINITION, RELATE TO EXAMPLE, RELATE TO THE REAL WORLD. The EXAMPLE is a story. I found the perfect set of cocktail glasses at an antique store. I asked how much they cost and was told, "$400 each." My reaction was, "What?! That's way too high." We call that reaction a "Flinch." DEFINITION: A flinch is a reaction designed to lower the other party's expectations. RELATE TO EXAMPLE: Does the shopkeeper expect me to pay even close to $400? (No). If they have price flexibility and want a sale will they likely lower their price? (Yes). RELATE TO REAL WORLD: What situations do we encounter where it would be wise to flinch? (discuss) Do we get flinched at? (Yes). Does it lower our expectations? (Yes). Should it? (No).