1.
How to tell an engaging story
United Way Mid-Winter Institute
2013
Madison, Wis.
#uwmidwinter

2.
Welcome!
• Who is this guy (@ctrappe) ? Where I came
from … where I’m heading
ChristophTrappe.com
ChristophsBlog.com
#uwmidwinter UWECI.org

3.
Rules, rules, rules!
• Got a question? Ask it. That increases your
chances of it being answered.
• Share your thoughts, experiences, opinions,
etc.
• This session is on the record…  you can find
the slides here:
http://unitedwayofeastcentraliowa.org/marke
ting/midwinter2013/
#uwmidwinter

4.
Today!
Telling stories
Takeaways:
• How to identify stories
• Identifying the best way(s) to tell them
• How to execute efficiently
• Identifying channels, measuring results
• Tips on making time to respond and talking
with people on all those channels.
#uwmidwinter

5.
Stories
• Who can tell me something that has
happened that’s:
– Interesting
– Worth sharing
– Possible: That you shared at breakfast this
morning, dinner last night, mentioned on the
phone, calling home?
#uwmidwinter

6.
Stories
• What made it worth sharing?
• How do you know?
#uwmidwinter

7.
Source:
http://www.getpaidtow
riteonline.com/brain-
writing-infographic/

8.
I have a story …
• Traffic tickets story from Gazette…
#uwmidwinter

9.
Stories
• Could you picture somebody driving past a
church ….
• And praying?
• What else?
#uwmidwinter

10.
Stories
OK…. Are you sold, yet?
#uwmidwinter

11.
OK… but telling a story isn’t enough!
Take a guess: What’s the
average attention span
nowadays?
#uwmidwinter

12.
Attention spans
Avg: 8 seconds
Down 4 seconds from 2000
Attention span of a goldfish: 9 seconds
Source: http://www.statisticbrain.com/attention-span-statistics/
#uwmidwinter

13.
Attention spans
OK… that’s funny, but what does it mean to us:
We need to get to the point!
#uwmidwinter

14.
Attention spans
Simplify
Then simplify some more
#uwmidwinter

15.
How to spot/develop a story?
• Pay attention (gym example, outside, etc.)
• Write down ideas …
• Bring them up to co-workers (at home
maybe?) Is this interesting? What do you think
of this?
• Does it fit into our mission?
– Why would we share it? How does it fit into our
business goals?
#uwmidwinter

16.
How to spot a story – Hold That
Thought!
• Your stories need to fit into your business
goals!
• What would sharing a story accomplish?
– Engaging
– Entertaining
– Eye opening
– Educational!
What are your business goals?
#uwmidwinter

17.
Examples of business goals
• Be the community connector
• Raise funds to improve the community
• Connect people to resources
Can you verbalize how this story fits into those
(or your) goals?
#uwmidwinter

18.
Once we have story, let’s share it…
#uwmidwinter

19.
Identifying the best way(s) to tell them
True/False? Every story fits on every channel!
#uwmidwinter

20.
Stories
Who has a story that was shared in a print
brochure, for example?
Can you share details?
….
#uwmidwinter

21.
#uwmidwinter

22.
Execute efficiently
• Keep your eyes open
• Write down ideas!
• Make the time. Find the value!
• An easy way: Record things on video/audio
– “I’m out. I don’t have the equipment.” Anyone say
that? Let’s look at the equipment you have.
• Summaries and pictures
• Share stories on channels. Don’t have a “scoop
attitude.”
#uwmidwinter

23.
Stories – What to do
• Share authentic stories (Doesn’t mean to share
everything!)
• Involve real people
– Clip art/models >>>> Authentic/Real people
– Explain why this is important. One (off-camera)
comment from a client shown in video: “I hope this
will help donations.”
• Explain it simply.
– 21st century skills >>> Skills you need in tomorrow’s
jobs, for example
• Be specific!
#uwmidwinter

24.
Stories – What not to do
• Use big words
• Use acronyms
• Make up names
• Look for reasons why not to share it.
– Ask people (interviewees) nicely. Give them the
option. Don’t assume people don’t want to
participate.
• Share confidential things!
#uwmidwinter

25.
Stories
If it doesn’t feel right to publish,
probably shouldn’t be
published … but figure out
what’s amiss, fix and then
publish!

26.
Your brand voice
• How do you want to come across?
• Example for United Way in Cedar Rapids…
#uwmidwinter

27.
Brand voice
Serious, but fun. But not silly!
Definitely not markety!
#uwmidwinter

28.
What’s markety?
• Avoid words like this:
– This FANTASTIC event.
– Everyone has/will have fun.
– Biggest event ever.
– The best
– The fastest
– The slickest
From: ChristophsBlog.com
#uwmidwinter

29.
Measuring success
How are we going to do
this?
#uwmidwinter

30.
Measuring results
#uwmidwinter

31.
Time management
• Do you check emails? Voicemails?
• Same for social/website/etc. Check if anyone
has said something and respond ….
• Could set time periods for this. Set
expectations … especially social.
#uwmidwinter

32.
Time management
#uwmidwinter

33.
But everyone
knows marketing.
Wait, what?
#uwmidwinter

34.
#uwmidwinter

35.
OK. I’m tired. Time for a break…
On your own… (make a plan!)
• Pick a story (one you’ve featured or know of)
• Does it fit into business goals?
• Tell the story in 15-20 words!
• Outline how you would share on the different
channels!
#uwmidwinter

36.
#uwmidwinter

37.
Group discussions
• Please share with your neighbors!
– What’s your story?
– What was hard?
– What was easy?
– What will hurdles be?
#uwmidwinter

38.
Class discussion
What did you learn?
#uwmidwinter

39.
Telling stories/being public
• Can you do it?
• UWECI change ….
• http://unitedwayofeastcentraliowa.org/marke
ting/midwinter2013/#blooper
#uwmidwinter

40.
Did we go over time?
Questions?
#uwmidwinter

41.
We didn’t go over time?
Please fill out the evaluations before you go!
Stay in touch:
ctrappe@uweci.org
319-804-9853
Twitter.com/Ctrappe
ChristophsBlog.com
ChristophTrappe.com
#uwmidwinter