“As I look back on my four decades in business, I see that persuading customers, employees, shareholders, media, and partners through telling to win (storytelling) has been my single biggest competitive advantage.” These are the words of Peter Guber from his book, Tell to Win as he introduces the brand storytelling concept as it applies to business and persuasion. Peter Guber is a successful film producer, owner of sports franchises, and a No. 1 New York Times best-selling author.
If you are running a business, or in charge of persuading people to change their behavior in some way, you might ask yourself, “What is my story?” If you are relying on traditional marketing strategies, and finding that they are not getting you the results you are looking for, consider another conclusion Peter Gruber has come to: “For too long the business world has ignored or belittled the power of oral narrative, preferring soulless PowerPoint slides, facts, figures, and data.
But as the noise level of modern life has become a cacophony, the ability to tell a purposeful story that can truly be heard is increasingly in demand. Moreover, in this age of acute economic uncertainty and rapid technological change, it’s not the 0’s and 1’s of the digital revolution, but rather the oohs and aahs of telling to win that offer the best chance of overcoming fear or compelling listeners to act on behalf of a worthy goal.”
Among the techniques:
• Capture your audience’s attention first, fast and foremost
• Motivate your listeners by demonstrating authenticity
• Build your tell around “what’s in it for them”
• Change passive listeners into active participants
• Use “state-of-the-heart” technology online and offline to make sure audience commitment remains strong
If your answer to our earlier question, “What is your story?” is “I don’t have a story”, consider letting us help you become part of the new storytelling economy by creating a story that will move your customers, employees, shareholders, media and partners. Can you really afford to be left behind?
If your answer to this question “What’s in your story?”, is “whatever it is, it’s not working”. We can fix that. Today, you can’t afford not to optimize the best power tool for business. As Guber says “There’s no business without story business.”