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How to Tell Stories that Sell
By Barb Sawyers, Sticky CommunicationTo the Association of Independent Consultants
August 26, 2013
My story
Why stories?
Joseph Campbell
Joseph Campbell
“The latest incarnation of Oedipus, the continued romance of Beauty and the Beast,
stand this afternoon on the corner of 42nd Street and Fifth Avenue.” Avenue.” afternoon on the corner of 42nd Street and Fifth Avenue.”
1. Separation/departure
2. Trials that demonstrate the hero’s character
3. More trials that lead to the hero’s return
How Pixar tells stories
Once upon a time…
Every day…
Until one day…
Because of this…
And because of that…
Until finally…
How Law and Order tells stories
Care about the victim
Watch him die
Commercial
The heroes solve the crime
Justice
How Michael Katz tells stories
The Blue Penguin podcasthttp://bluepenguindevelopment.com/2013/08/thats-the-way-you-do-it/
What worked for you?Likeable
Problem/solution
Lessons that support what he’s selling
Joseph Campbell
1. Separation2. Trials and tribulations3. Return
So how will you tell your stories?
• Cast yourself as the mentor or guide
• Focus on that chapter of the story
What can you apply?
Pixar1. Once upon a time2. Every day3. Until one day4. Because of this5. And because of that6. Until finally
So how will you tell your stories?
PixarSimple structure
What can you apply?
So how will you tell your stories?
Law and Order
1. Like the victim2. Watch him die3. Commercial4. Solve the crime5. Justice
What can you apply?
Law and Order
Hook people almost immediately
So how will you tell your stories?Michael Katz
1. I’m like you2. Conflict3. Resolution4. Lessons
What can you apply?Michael Katz
Simple personal stories that support your point
What can you apply?
Cast yourself as the mentorApply a simple structure
Grab your audience quicklyUse personal anecdotes to support your point
Tell your story
Keep learning• Write Like You Talk Only
Better, book or course• Read books, watch TV, go
to the movies, live• Subscribe
to Storytelling & Curation Daily
Stay in touch
http://www.stickycommunication.cahttp://www.barbsawyers.ca
[email protected]@barbsawyers
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Tell your story
