The Deliberate Storyteller - Turn Your Key Messages and Business Stories into Results

The Deliberate
Storyteller
Turn Your Key Messages and
Business Stories into Results

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Note to Slideshare.net Readers…
 This presentation is a 90-minute hands-on
workshop on being a deliberate storyteller—a
more compelling communicator.
 I use Microsoft PowerPoint® as a complement,
often using images and graphics alone.
 To make it stand more on its own for this
contest, I added numerous “context” slides.
 Each context slide has a title of “Dialogue to
Audience…” and contains a brief sample
dialogue of what I say to the audience.
Copyright © 2010, The Chief Storyteller®
, LLC. All rights reserved. www.TheChiefStoryteller.com

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Dialogue to Audience…
 What do they have in common?
 What do you feel?
 What do you think about?
 Do they appeal to one or more of your senses?
I’m going to quickly show you 5 advertisements.
As you look, think of these questions:

Copyright © 2010
The Chief Storyteller®
, LLC.
All rights reserved.
www.TheChiefStoryteller.com

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I’m going to quickly show you 5 images.
These series of pictures came from an
organization’s annual report.
See if you can guess correctly the
organization’s name.

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I interact for a minute with audience members as
they try to guess FedEx Corporation.
What does FedEx do? Delivers your package from
point A to point B, on time. Not very sexy in and
of itself.
These images tell a compelling and engaging
business story. Is your business story as effective
as it can be?

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What do you immediately think of when I say, “First
boss?” A name, emotion, positive, negative?
What do you immediately think of when I say, “Favorite
restaurant?” A name, emotion, place, food, country?
I can change your emotional mindset easily by using the
RIGHT WORDS.
Are you using the right words and messages in your
communications with your target audiences?

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And speaking of the power of words…headlines
are one of the most powerful parts of
advertising.
Nearly every type of advertising, whether spoken
or written, uses headlines.

1. We are champions of healthy living
© American Diabetes Association®
2. We mold water into excitement
© The Water Works, Inc.
3. We are red tape cutting specialists
© Synthesis Professional Services
4. We create workplace happiness
© Transwestern Commercial Services
5. We help CEOs control their business destiny®
© InterSource®
6. We help make your information work for you
© Chief Information Group

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Look at every business story element in your
organization.
Scan every one of them for consistency:
key words, messages, color, font, pictures,
graphics, copyrights, current and outdated
information, branding, logo, tagline, product and
service names, elevator speech, etc.

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Here’s an example of what I do for visual story
elements.
The green circles are positive comments. The
orange circles indicate areas to look at and re-
examine from a variety of messaging and visual
storytelling aspects.

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Copyright © 2010
, LLC.
All rights reserved.
www.TheChiefStoryteller.com

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Don’t make the mistake this company made. It
posted pictures of a “booze cruise” on its
website.
Are there business story elements you know you
need to remove, fix, and revise?

Simplify: Write to the 10th
Grade Level
Plutoids are celestial bodies in
orbit around the sun at a
distance greater than that of
Neptune that have sufficient
mass for their self-gravity to
overcome rigid body forces so
that they assume a hydrostatic
equilibrium (near-spherical)
shape, and that have not cleared
the neighborhood around their
orbit.
— International Astronomical Union
Definition of a Plutoid, 6/2008

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Based on over 8 years of research, the process
follows the natural way we build relationships.
It blends marketing, messaging, strategic
planning, sales, and advertising with storytelling.
Each step has its own set of messages and story
elements. What’s your process?

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StoryInventory

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As soon as you share any business story element
with someone, you relinquish absolute control.
He/she can tell anyone anything about your
story—the right way, the wrong way, or not at
all.
What do you think happens to your story as it is
retold and retold? I call this effect Story Decay.

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Ira Koretsky
President & CEO
LLC.
+1 (301) 718 – 8368
info@TheChiefStoryteller.com
Blog: www.TheChiefStoryteller.com/blog
Twitter: @chiefstorytellr
Newsletter: Monthly (visit our site)
Tip Guides: Email me
Slideshare: www.slideshare.net/chiefstoryteller
The Deliberate Storyteller
Turn Your Key Messages and
Business Stories into Results

The Deliberate Storyteller - Turn Your Key Messages and Business Stories into Results

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