On Wednesday, May 17, Melissa Murphy, MA, owner of The Pitch Academy, presented the importance of storytelling as well as the elements of a narrative and how they fit together for a compelling story. Not only did Melissa go into detail about the scientific research behind storytelling and how it can relate to building business, she also had three activities for groups to complete. Some tips for telling your story include:
- Name your character
- Focus on one main character
- Add specificity to sense and dates
- Use metaphors and analogies
- Use humor and dialogue (but only if authentic)
- Happily ever after (but just sometimes)
Each story also needs to have a beginning, middle and end with a conflict and resolution. To increase the compelling nature of your story, you should include characters, emotion, time and place, surprise, more details, action, and a lesson. When selling to your clients, the recommeded action, or lesson, is the winning part of the story that helps that person make their decision.
Not only does telling a story to a client benefit your business, listening to client's stories help you get to know them, what their needs are, and what excellence looks like to them. You can prompt them into telling their stories by using these four suggestions:
- Shut up and listen
- Ask open-ended questions
- Ask about something personal in their office
- Get buyers away from the office
If you would like to contact Melissa Murphy, MA for future consulting, click here to visit her website.