I was at a tech meetup the other night. It was a hot evening and I’d had a glass of wine beforehand. All the presentations were full of fascinating info, but also quite technical and bullet pointy. So – as I’m sure you can imagine – my attention began to wander and I started feeling a bit sleepy.
Then someone new took the stage. He didn’t have any slides. He just sat down and started telling a story. He told us about his journey into the blockchain world, sharing how he’d come to understand and believe in the tech, and how that belief was driving him to invest in and document its growth.
A story to act on
That talk woke me right up. It did what a good speech should, grabbing its audience’s attention, memorably sharing both experiences and information and, most importantly, motivating its listeners to actually do something.
It did that so well because it wasn’t really a speech – it was a story. And stories have a very strong impact on us. They’re how we’ve been sharing information for millennia, lighting up parts of our brain that other comms styles don’t even begin to reach.
They do that in some very specific ways:
- They’re built around people we identify with, so they trigger our sense of empathy and set us imagining what it’d be like to live through them ourselves.
- They use emotive words and details, waking up every single part of our brains – unlike dry corporate language, which only triggers our language processing faculties.
- Because they create so much empathy and brain activity, we find it much easier to remember any facts we hear as part of them.
- And as we all have an instinct for story, we’re more likely to retell them to other people and act on them ourselves.
Before and after story
Here’s a practical demonstration. First of all, read this:
- Blockchain engagement and support actions:
- Growing investment from initial $100,000 purchase
- Establish blog, podcast, YouTube channel, etc
- Prioritise long term commitment over short term gain
Yawning already? Yup, me too. Let’s tell it as a story instead – I’ve blogged about how to structure a story here:
‘So when I went to my first meetup I was just amazed, everyone was so open and friendly. They were all in t-shirts and shorts, they’d all brought their dogs, I wasn’t used to that. And I realised I wanted to get involved – but how?’
‘Well, I bought $100,000 worth of Bitcoin, so now we had a position. But that wasn’t enough, it didn’t help the community. So we started our blog, we made films, our podcast runs every day.’
‘We’re recording it, we’re helping people understand it all. We’re building for the future because we’re in it for the long term. It’s such an exciting world to be part of.’
If you share information as a story, you make it easy for people to take in, remember and act on. And that’s the power of story in action.