In this third installment of our “5 Strings” series of blog posts, we’re going to cover another common cause of trapped messaging. But rather than simply state the issue that’s at the base of this string, I’m going to illustrate the problem with an example…
Think back to the worst PowerPoint presentation you’ve ever had to sit through. I’m talking about drab slides, poorly-chosen animations and – worst of all – slide after slide of dry, boring bullet points. Remember exactly how it felt to sit and listen to the speaker’s monotone, trying to keep your feet from fidgeting and your fingers from straying to your smartphone.
If you think that there’s got to be a better way to convey your company’s message, you’re absolutely right!
Tell a Story
Too often, your message becomes tangled up in a format that’s hard for audiences to process. Although it’s certainly important to convey information about your competitive advantage and the specific benefits and features your product offers, detailing your value proposition through slide after slide of buzzwords and bullet points isn’t doing your message any favors.
So what’s the solution? If you’ve been reading this blog for any length of time, you won’t be surprised to hear that the process of sharing information in story format is a much more engaging alternative.
Our brains are conditioned to hone in on stories, which means that your listeners will be better able to process and understand your company’s message if it resembles this type of pattern.
Now, I’m not saying that you need to start out every sales presentation using a tacky, “Meet Bob” approach. While that might work in some situations, corporate or B2B sales isn’t usually one of them. Instead, you’ll want to capture some of the elements that make storytelling so effective in your business presentations in order to set your message free.
Here’s how to do it:
Focus on the relationships between ideas and how these ideas impact your listeners. Doing so gives listeners the impression that they’re hearing an engaging and compelling story without any cutesy gimmicks.
Break your content up into easily digestible chunks. Think about books, which are structured by chapters and then broken down even further by paragraphs. This implicit hierarchy gives the brain a break and allows it to process information at its own pace – making it much more likely that your message will be retained by listeners.
Tailor your story to your clients’ experiences. Stop focusing so closely on what your product can do and use your sales presentation to actually show clients how you can heal what’s ailing them!
Transforming your Message
Obviously, if you’re working with traditional presentation methods, your ability to create engaging, story-style sales pitches will be limited. That’s one of the reasons we’re so passionate about the potential whiteboard scribing videos hold for sales message delivery.
Using our Scribology video format, we’re able to transform your dated, bullet point-riddled PowerPoint slides into compelling videos that make use of simple images, refined colors and focused framing in order to un-trap your message and deliver your corporate story in a way your audience can process and enjoy. To find out more, give us a call at 888.684.4944 to get started with the TruScribe process today!
At TruScribe, we’re big on the power of stories. Whether you’re using these carefully constructed tales to sell, to inform or to achieve some other purpose, there’s no doubt in our minds that presenting information in this manner is one of the most effective ways out there to ensure that your point is understood and retained.
But what is it that makes the storytelling process so engaging? In fact, there are a number of different factors that bring about this result…
We’re conditioned to learn lessons from stories.
First, it’s worth recognizing that, as we grow up, we often learn important lessons through stories. We’re taught not to lie based on the tale of “The Boy Who Cried Wolf,” and not to stray from our parents as the unfortunate “Hansel and Gretel” quickly learned.
Throughout our lives, the lessons told in these stories were reinforced through real world experiences and information, conditioning our brains to respond strongly to this particular format. As adults we often overlook the role stories play in our lives. The reality is that when stories are used, we’re more likely to listen. Past experiences have shown us that good things come to those who pay attention.
Our brains prefer that patterns be completed.
In addition to understanding these mental reinforcement patterns that occur, we need to look at the school of Gestalt psychology – which focuses on pattern recognition – to understand what makes the process of storytelling so compelling.
On a basic level, our brains love to identify patterns – but when we do so, we want to see them completed. In the case of storytelling, once a story begins, it is this part of our brains that encourage us to sit still until the ending is resolved, as leaving the pattern uncompleted produces a sense of cognitive dissonance.
“Transportation” makes our thought processes more flexible.
Besides these two psychological processes, social scientists recognize something called “transportation,” which occurs when we become involved with a story line.
Essentially, when we’re “transported” into a story, we become more amiable to new thoughts and less likely to question details that don’t match up with our past experiences or real world knowledge. If a presenter says something we otherwise wouldn’t agree with, we’ll be more likely to let the discrepancy slide when listening to a story than we would be when presented with the same information conveyed in a different style.
For sales people and educators, “transportation” is critical. Too often, initial resistance – whether seemingly justified or not – derails message delivery before it can even begin. In the case of sales pitches, being able to overcome the skepticism potential customers often bring to meetings is an absolute must when it comes to connecting with buyers and closing sales.
As a result of all these different factors, the power of storytelling makes prospects and listeners more willing to engage with and accept the message being delivered – ultimately increasing the effectiveness of the overall story and the person sharing it.
To learn more about the processwe use at TruScribe to develop a compelling story for your company’s message, send us an email at GetStarted@Truscribe.com. Our goal is to set your message free, and we’ll show you exactly how the use of stories in the whiteboard selling is the ideal way to achieve this objective.