Every week I try to share with you some insights on why innovation and storytelling go together like peanut butter and jelly, bread and butter, or in Thailand, rice and fish sauce. They simply make the other better.
Today, I’m stealing a page from Aazar Ali Shad [follow him on twitter, comms folks], taking his powerful and effective Facebook ads strategy and applying it to storytelling. For those of you working on a new product, service, business or business model, or seeking to instill change in your already VUCA laden organization, give this a try as your seek to find new stories to energize those you seek to influence. [FYI, these are GREAT communications tactics for all leaders!]
1. Us vs them: Innovators are always the underdogs. Draft a short compelling email about how we’ll win. Even if you’re inside of Goliath, getting your brilliant idea higher requires owning how your idea [with the support of the recipient] will mean victory over competitors.
2. Founder story: Oftentimes, inside of big corporations, we lose sight of the founder and their why for starting the business. Can you attach your new idea to the spirit of your founder – break out the core values, mission, vision and see what inspires you. Need new values to get there? Add them on and mention what to leave behind in the brave new world.
3. Before and after: Paint a picture of the future that everyone can imagine. Show the listener how much better life will be for them, when your vision is realized.
4. Three reasons why: The Holy Trinity, Tic Tac Toe, XXX, we remember things in 3’s and if a story isn’t memorable, it doesn’t work. Cite the 3 most important reason why anyone should get on the rocket ship with you.
5. Press release screenshot: Make it real. If your idea is launched in beta or with test audiences and has been announced, share it. If it’s not there yet, follow Amazon’s process and draft one for the day when it will launch. What would you want to tell the world [and the Wall St. Journal] about this new thing, process or change? Draft it like it’s already done.
6. Static Image with the core benefit: Now I love words before images, but sometimes pictures make all the difference. Show an image that depicts the benefit to the audience, and it doesn’t have to be the product. Let their imagination do the work.
7. Problem – Action – Solution: Let the user speak for you. Nothing is more powerful than the words of your customer or prospects. Letting them share their pain, your proposed or actual solution, and their potential success is the transformation formulation that excites everyone who reads it from the CEO to other potential customers. Let them speak!
Now get out there and tell your story. You have 7 easy prompts to get going.
