Storytelling—The Great Motivator
of People
by Eileen McDargh
In a data-driven world, facts and figures are the order of the
day in sales calls, employee meetings, board rooms, and political
assemblies. Traditionally, when a person is trying to convince someone
else to do something they use the logic of benefits and features
—long the sacred domain of anyone in sales.
And they are missing the boat.
What truly moves us as human beings, what prompts us into action,
is emotion. Imagination is the conduit of emotion and well-crafted
storytelling carries the imagination.
Consider this story:
You place your hand on top of your head, only to feel the sun radiate
from your scalp. Sweat trickles down your back and the once ironed
shirt clings to your sides. The pavement roasts your feet even through
your thick-soled shoes. You've been walking for a 45 minutes, trying
to find the office where you are scheduled to make a sales call.
Suddenly, a swoosh of cold air swirls at your side as a young couple
comes charging out of an ice cream parlor, licking swirls of raspberry
and vanilla perched in a sugar cone.
I'll bet you're ready for some ice cream!
What engaged you was the reliving of a common experience. I didn't
need to itemize the benefits of cooling off or list the features
of ice cream and this particular store. You were drawn in by your
imagination. Facts tell. Emotion sells. You imagined how you would
win over the odds of heat by taking a break for ice cream.
We follow leaders who capture us by stories that draw us in and
give us purpose for being part of the company. We buy products when
we see or read of the human experience with that product. (Remember
the Maytag Man?) And we accept the call to action if we hear a compelling
story about triumph over odds. Think about the solicitation letters
you get from non-profits. They are often stories of individuals
who suffered greatly until the non-profit's "product" allowed them
to regain a semblance of their life.
In short, crafting compelling, honest stories that resonant core
values in action is a skill worth learning by any leader, manager,
sales executive, or parent.
In his best-selling book Story: Substance, Structure, Style, and
the Principles of Screenwriting, Robert McKee, the world's best-known
and most respected screenwriting lecturer, argues that stories "fulfill
a profound human need to grasp the patterns of living-not merely
as an intellectual exercise, but within a very personal, emotional
experience." Or as USC leadership guru Dr. Warren Bennis states,
"Man cannot live without story any more than he can live without
bread."
What's the point you want to make at your next meeting? Is there
a story that can be crafted to that point-not a sermon to be intoned?
Who has used your product and reported a wonderful story that came
as a result of that product? Or did you even say, "Tell me a story."
What stories are told in the coffee room about what it is like to
work where you are? What contribution could you make to this story
that could improve the ending?
What future do you want? Create a story about it.
Remember, people are not inspired to act by reason alone. The heart
holds hands with the head.
© Eileen McDargh, McDargh Communications. All rights reserved. You may reprint this article so long as it remains intact with the byline and if all links are made live.
Since 1980, Hall of Fame speaker Eileen McDargh has helped Fortune 100 companies as well as individuals create connections that count and conversations that matter. Her latest book is Gifts from the Mountain-Simple Truths for Life's Complexities. Her other books include Talk Ain't
Cheap...It's Priceless and Work for a Living and Still Be Free to Live, one of the first books to address the notion of balance and authentic work. A 59 year-old grandmother, she recently returned from climbing among the highest mountains in the world. Find out more about this compelling
and effective professional speaker and join her free newsletter by visiting http://www.EileenMcDargh.com.
McDargh
Communications
(949) 496-8640
Eileen@EileenMcDargh.com
www.EileenMcDargh.com
© 2008 McDargh Communications, All rights
reserved
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