Business Stories: spinning Yarns

Lorrie Morgan-Ferrero, Expert Copywriting Strategist, wrote a blog "Spinning Your Copy with Storytelling". She says "Nothing pulls us in psychologically more than a good story. Like a spider weaving it’s attractive net drawing you deeper, spin your own story...." That line made me think about some ways we talk about storytelling, spinning a yarn, spin a tale, weave a story.

Spinning a yarn had me envisioning the listener being wrapped by yarn as an expert weaver turns the spinning wheel. Good stories told well do indeed envelope the listener by involving the imagination, emotion and intellect. After a good story it sometimes luxuriates in the brain for awhile giving an after glow feeling to the listener.

Maybe that intense of a feeling isn't present in all business stories but listeners should be captured by the spinning and transported to a better world, one where your product or service improves life. Weave a beautiful tale and grab your customer's business.

Allusions in Stories

Peter Guber demonstrates the power and proper use of allusions in chapter 6 of Tell to Win when he tells the story of how Bill Clinton persuaded him to help with his campaign.

Clinton chose to use the movie High Noon in his discussion with Guber. Clinton did not have to tell the whole story, he knew his audience was familiar with the story line and would get the connection he was drawing to his own campaign needs. Guber says "And because I had personally experienced the emotional dram, urgency, and ultimate exhilaration of Kane's struggle through the movie, this familiar story immediately triggered my empathy for Clinton's experience in the his campaign. I was moved emotionally to support the man we'd all come to call the Comeback Kid."

Allusions can be powerful and efficient, making your point with few words because of prior knowledge. Where can you use allusions in your business stories?

Tell to Win Book Thoughts

Tell to Win by Peter Guber is a must read for anyone who uses stories in business. And if you are in business you should be using stories so it really is a must read for anyone in business.

Each chapter in Tell to Win demonstrates an important story point. Guber first states the point and then tells several stories to reinforce his message. Then at the end of each chapter he lists several ahha bullets from the chapter.

While these summaries can aid research after reading the book I find my highlighting and chapter notes more useful. Is it because we see and need different things from each chapter? Or is it his summaries don't tie to the stories close enough for me and the way I interpreted the story? No matter, by giving the bullets and statements AND the stories Guber has covered different teaching methods thereby speaking to a wider audience then a single method would. Using the different types of stories does the same thing.

As you put together your next presentation or marketing story think about that - use different stories or methods of teaching to convey your message.

Business Storytelling: The Customer Speaks

Best selling business author Jeffrey Gitomer included this comment in his book on customer service and on his blog "Customers don't make up stories about your business - it is you who creates them. The customer simply retells them. How the story is told, and what the content is, is up to you."

So what about your customer service is worth re-telling? Humans love the drama of a bad story and will tell it over and over. Not what you want so make sure the story you leave with your customers is just as dramatic but positive. Courteous, friendly service is expected do what is unexpected.

Your customer should be the main character in the story, make him or her feel special and solve the problem/need so that "they lived happily ever after." It is odd to look at customer service as though you are the author of a story but you are the one who can control the situation and make it memorable for the customer so take charge of the storyline and make it a good one.

Business Storytelling: Stories for Interviews

Stories are powerful tools for interviewing. They convey information while allowing the teller to be authentic and hopefully the interviewer to be engaged. Recently Michael Lynch, Marketing and Sales Process Expert, posted in a re-employment group on LinkedIn reasons to become a storyteller. With his permission they are below.

Here are the top 10 reasons to become a compelling storyteller...

1. You will be better prepared for interviews.
2. You will be able to answer the "tell me about yourself" question.
3. You are giving your network info that can open doors for you.
4. You will gain public speaking experience.
5. You will make a strong first impression.
6. You will be perceived as a source of information.
7. You can use stories in cover letters.
8. You will become more interesting.
9. You can accentuate why you are unique.
10. You will gain personal confidence.

Posted By Michael Lynch

I couldn't have said it better so I won't. If you are job seeking take Michael's tips to heart and hone your storytelling skills.

Business Storytelling: Ultimate in Micro

There is a group on LinkedIn that has challenged members to write a story in 6 words. There have been some inspiring words, most reflect the life philosophy of the author.

That got me thinking about the use of micro stories in business. Generally, micro stories would be defined as 500 words or less. In today's fast paced environment everything seems to be abbreviated, sped up. It seems like the micro story is a new invention but then I thought of the best 6 word story I have ever heard and in its native language technically it's only 3 words.

Veni, Vidi, Vici!
I came, I saw, I Conquered!

This micro story purportedly said by Julius Caesar in 47 BC says it all and follows the traditional 3 part story format. The scene setter or opening. The conflict, he saw what he wanted. And of course the resolution. Many times people think stories need to be long and involved, not so. Sometimes shorter is better and in business where distractions are common the micro story is perfect.

Not all your stories need to be only 6 words long but a couple thousand years later we are still quoting Caesar, wouldn't it be great if your corporate story is that memorable and repeatable? Imagine 2000 thousand years from now that people are still telling your story. Keep it short, just do it!

Oral Histories

In the author's note of David Baldacci's Wish You Well he says "Oral histories are a dying art, which is sad indeed, for they show appropriate respect for the lives and experience for those who come before." The book is not his typical suspense novel but more a reflection of life in the early 40's in the harsh environment of the Virginia mountains. He "mined" his own family history for the story idea.

Obviously, for professional writer's family history can be a treasure trove of ideas but what about for the regular folk? Oral histories not only show respect for ancestors they ground younger generations giving them a sense of who they are. Society has become more mobile and it is not unusual for families to live thousands of miles apart seeing each other infrequently. Facebook and other online mechanisms have made staying in touch easier but it doesn't always make it easy to know where we came from, why our relatives act the way they do.

Not everyone has the means to investigate family history as they do on the show "Who Do You Think You Are". Every family does have the means to share stories of their lives. The history doesn't have to be about long ago relatives, although those would be great, your life and your parents lives can be the starting point for your children. The stories also don't have to be long and involved, snippets of life can be fun and easy to remember. Stories create a closeness.

Don't let oral histories die out, tell your family stories and listen to the stories of others in your family.