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Tell Your 2020 Story
David DezielDavidGeorge Communications
Context & Environment
A Story Well-ToldWe’re still hunter-gathers huddled around a campfire – for 10,000 generations, stories are how we’ve learned; how we’ve shared information
Stories resonate and engage us. We’re hard-wired to remember stories
Elements of a Great Story
A Story Well-ToldWhat makes a good story:
Aristotle | Rhetoric |350 BC
Ethos Credible and worthy Pathos Appealing and meaningful Logos Is commonly understood
Stories That StickChip Heath,Professor of Organizational Behavior Stanford Graduate School of Business “Made to Stick: Why Some Ideas Survive and Others Die”
People understand when they hear it.
They remember the message later on.
The idea changes something about the way people think or act.
Stories That StickSimplicity. Messages are most memorable if they are short and substantive
Unexpected. Create messages that exhibit uncommon sense – they generate interest and curiosity
Concrete. Abstract language and ideas don’t leave sensory impressions
Stories That StickCredibility. Will the audience find the story believable?
Emotions. Case studies that involve people also move them. “We are wired to feel things for people, not abstractions.”
Consumer Behavior
RationalConsumer Behavior
Perceived values and benefits that are functional.
•Perceived price •Operating costs •Convenience •Time and efficiency
Self-IdentifyingConsumer Behavior
Perceived values and benefits that are inward-looking.
•How does this connect with who I am? •Alignment with my basic values and
attitudes •Helps define what it means to be me •Introspective; self-reflecting
Socially-IdentifyingConsumer Behavior
Perceived values and benefits that are extenally-focused.
•How does this help me define my social identity?
•How do I want to be perceived by others? •Expresses how I want the world to see me •Reputation; public persona; status
Messaging MatrixAnimal Shelter RATIONAL
BehaviorSELF-IDENTFIYING
BehaviorSOCIALLY
IDENTIFYING Behavior
Service or Program 1 Adoption program for rescue pets
Service or Program 2 Have a “no kill” policy
Service or Program 3 Offer obedience training
Relevant Messages That ResonateAnimal Shelter RATIONAL
BehaviorSELF-IDENTFIYING
BehaviorSOCIALLY
IDENTIFYING Behavior
Service or Program 1 Adoption program for rescue pets
$99 for a loving pet… neutered, fully checked out, and with all shots. Ready to take home today.
Service or Program 2 Have a “no kill” policy
In my view, putting down animals is horrible and cruel… this is the “right thing” to do
Service or Program 3 Offer obedience training
I want people to love my dog and be impressed by how well it behaves in public
Memorable StoriesSimple. Unexpected. Concrete. Credible. Emotional.
Memorable StoriesCreate 1…or 2 or 3 stories for NH Gives.
[ practice ]
Build a library of stories over time.
