May 12
27
The Art and Power of Story Telling
The Art And Power Of Story Telling
A few weeks ago Amish Shah released his Presentation Effect, and to be totally and blatantly honest, I was blown away by it. It was so refreshingly simple and yet so unique that I was absorbed into each video. If you haven’t watched it yet, I highly recommend you do. The coolest part is that he actually uses the “Presentation Effect” in all of the videos.
Anyway, I wanted to construct a blog post for you guys showing you how to craft “your perfect story”, and as I went through the steps and started creating the formula for it, I realized something…
I was actually using Amish Shah’s formula. So instead of rehashing it and acting like it’s something brand new that I created (we’ve seen this done all too often) I’ve decided to simply explain Amish’s formula in depth and make sure you know it’s his.
Once again, before we dive into this amazing strategy, I highly recommend you check out his Presentation Effect series.
The Formula
So, the formula is actually quite simple. It looks like this…
Goal => Contrast => Problem => Unity => Solution => Conclusion
Let’s dive into it a little deeper though and really start to construct our story together.
The Goal
Having a goal in mind before you start writing your blog post or pushing record on your camera is probably the most important step in this process. You’ve got to have a reason for why you’re telling whatever story it is that you’re telling.
What is the purpose of this story and where do you want to lead your audience?
Think about the final outcome and what you, yourself, may have learned from this story. What kind of lessons did you learn? What kind of emotions did you feel?
Really tap into these senses and know exactly what you want your audience to experience from your story.
Creating Contrast In Your Story
Creating contrast is the next important element that you can’t leave out. This is the point where you create a conflict and provide supporting context to take your audience deeper into the emotions that you were feeling at this potentially “low point in your life”.
You want to make sure you spend enough time in this part to really build that emotional conflict – be it, the economy falling to pieces, losing your job while trying to support your family, or maybe even something as extreme as almost losing your life in a ‘freak’ accident.
Capture your audience’s attention, and then guide them through your story using powerful emotions and feelings. Maybe even challenge their current frame or view of the world.
“Conflict is OK.”
The Problem
Branching off of the contrast you’ve now created, you’ll want to directly present the problem. Describe in great detail, exactly what happened- the struggle that you were experiencing.
Using our example of losing your job and still having to support your family (let’s add a child on the way in there)… Now here we go into detail with it.
You’ve lost your job, and now you’re looking for another one. You’re in debt up to your eyeballs because you’ve just got a new home to support your wife who is 7 months pregnant with your unborn son. Wow, and if you thought it couldn’t get any worse, you’ve just gotten a notice from the bank stating that ‘if you don’t make your payment on your mortgage, they’re going to evict you.’
ROCK. BOTTOM.
So, we’ve successfully presented the problem and even from that short paragraph, you might be feeling some conflicting emotions rumbling around inside your head. THAT’S THE POINT. We want to create that contrasting problem that build deep emotions and a growing desire to see a positive outcome.
Building Unity
At this point, you’ve captured your audience’s attention. They’re intrigued, but still… It’s your story, not theirs.
It’s time to bring them into this story and unify your audience with yourself and perhaps even some of the other “characters” in your story.
To do this, you want to draw out those emotions that you’ve created from your contrast and problem. Using words like “imagine” or “picture this”, can really ‘personalize’ your story with your audience.
Keep in mind that we’re all in this together. Maybe someone reading this has experienced something similar, OR perhaps, they’re experiencing it right now.
This is a perfect opportunity for you to encompass more of the world situation into your story, and wrap it all together to create some unity.
The Solution
Yes, we’re finally there. I’m sure you’ve been anticipating this part, maybe even looking forward to it by now. That’s exactly what you want your audience to feel.
You want people to feel excited that things are about to turn around for the better, and your triumph is coming very soon!
Just like you did in the beginning, with contrast, you will want to spend enough time in this area to make sure that your audience feels all of the positive emotions and effects that your solution has to offer.
As with unifying, make them feel like it is their victory too.
Wrapping It Up With A Conclusion
So, by now you’ve seen the entire formula, and some of it in action. The last and final thing that you want to do is end your story with a call to action or simply a “moral of the story”.
Your audience is in the palm of your hand at this point, and it’s your responsibility, YES responsibility, to direct them in a positive direction.
Story telling is one of the most powerful forms of writing and can also create some of the most effective videos in online marketing.
Using this formula, you’ll now be able to connect with your audience in a deeper way, easily present your story with the world, and sell more people on the one thing that never goes “out-of-date”… YOU.
I hope this was helpful for you, and I really truly look forward to seeing some of your blog posts and successes, using the strategy of story telling.
Until next time my friend,
Nick
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