1. How to Tell
Stories that Sell
By Barb Sawyers, Sticky Communication
To the Association of Independent Consultants
August 26, 2013

2. My story

3. Why stories?

4. Joseph Campbell

5. Joseph Campbell
“The latest incarnation of Oedipus,
the continued romance of Beauty and the Beast,
stand this afternoon on the corner of 42nd Street and Fifth Avenue.”Avenue.” afternoon on the corner of 42nd Street and Fifth Avenue.”

6. 1. Separation/departure

7. 2. Trials that demonstrate the
hero’s character

8. 3. More trials that lead to the
hero’s return

9. How Pixar tells stories

10. Once upon a time…

11. Every day…

12. Until one day…

13. Because of this…

14. And because of that…

15. Until finally…

16. How Law and Order tells stories

17. Care about the victim

18. Watch him die

19. Commercial

20. The heroes solve the crime

21. Justice

22. How Michael Katz tells stories
The Blue Penguin
podcast
http://bluepenguindevelopment.co
m/2013/08/thats-the-way-you-do-it/

23. What worked for you?
Likeable
Problem/solution
Lessons that support
what he’s selling

24. Joseph Campbell
1. Separation
2. Trials and tribulations
3. Return
So how will you tell your stories?

25. • Cast yourself as the
mentor or guide
• Focus on that chapter
of the story
What can you apply?

26. Pixar
1. Once upon a time
2. Every day
3. Until one day
4. Because of this
5. And because of that
6. Until finally
So how will you tell your stories?

27. Pixar
Simple structure
What can you apply?

28. So how will you tell your stories?
Law and Order
1. Like the victim
2. Watch him die
3. Commercial
4. Solve the crime
5. Justice

29. What can you apply?
Law and Order
Hook people
almost
immediately

30. So how will you tell your stories?
Michael Katz
1. I’m like you
2. Conflict
3. Resolution
4. Lessons

31. What can you apply?
Michael Katz
Simple personal stories
that support your point

32. What can you apply?
Cast yourself as the mentor
Apply a simple structure
Grab your audience quickly
Use personal anecdotes to support your point

33. Tell your story

34. Keep learning
• Write Like You Talk Only
Better, book or course
• Read books, watch TV,
go to the movies, live
• Subscribe to Storytelling
& Curation Daily

35. Stay in touch
http://www.stickycommunication.ca
http://www.barbsawyers.ca
barb@stickycommunication.ca
@barbsawyers
photo credit

36. Tell your story