Chris Flood, content and search lead, Cancer Research UK Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Storytelling
Chris Flood
Content & Search Lead
@FloodMeUp
https://www.linkedin.com/in/chrisflood1/

2. Icebreaker

3. Today we’re going to cover…
• Why is storytelling important to us?
• What does a good story look like?
• Using CATs to tell your story
3

4. Why is storytelling
important to us?

5. 5
423
x 42
=?
2
+ 2
=?

6. 6
So why do so many
people get it wrong?

7. Bad storytelling…
Just calling it a story,
doesn’t mean it is one…
7

8. Not staying true to your values…
8

9. Bad storytelling is…
• Just stating your company mission
statement
• Spewing jargon that describes what
you do – rather than why it matters
to someone else
• Boring
• About organisations, not people
9

10. What does a good story
look like?

11. 11
A good story is one I care about…
Image credit: helpscout.com

12. 12
A good story is one I care about…
Image credit: helpscout.com

13. …and is told like a human
• Keep your sentences short (20
words max)
• Prefer short words, and don’t
overdo punctuation
• Be concise and use everyday
English
• Be authentic
13

14. But remember, your story’s not about you…
Don’t be Bond, be Q.
14

15. Using CATs to tell your
story

16. 16
Challenge
Action
Transformation
Ref: Andy Maslen: Persuasive copywriting

17. CAT
What’s the risk?
What’s the challenge our audience
faces?
17
Ref: Andy Maslen: Persuasive copywriting

18. CAT
How will our audience meet that
challenge through positive
action?
18
Ref: Andy Maslen: Persuasive copywriting

19. CAT
What’s the transformation?
It should be an outcome that is
somehow new or different.
19
Ref: Andy Maslen: Persuasive copywriting

20. How are all of these iconic movie plots
being ruined?
• Following a series of shark attacks at a beach
resort, the local sheriff finds and kills the shark.
• After many adventures, Frodo takes the Ring to
Mount Doom and destroys it.
• Luke Skywalker takes aim and makes the crucial
shot, destroying the Death Star.

21. How are all of these iconic movie plots
being ruined?
• Following a series of shark attacks at a beach
resort, the local sheriff finds and kills the shark.
• After many adventures, Frodo takes the Ring to
Mount Doom and destroys it.
• Luke Skywalker takes aim and makes the crucial
shot, destroying the Death Star.
All leaving out one of the key story elements:
the crisis

22. What’s the CAT?
22
Story CAT
Cinderella C – Wants to find Prince Charming but
her evil stepmother/sisters want to keep
her as a maid and won’t let her out of the
house.
A – Fairy Godmother grants her wish and
she is able to go to the ball. Meets Prince
Charming, loses a shoe.
T – Prince falls in love, searches for the
owner of the lost shoe and Cinderella
finally gets to be with her Prince
Charming.

23. What’s the CAT?
23
Story CAT
Cinderella C – Wants to find Prince Charming but
her evil stepmother/sisters want to keep
her as a maid and won’t let her out of the
house.
A – Fairy Godmother grants her wish and
she is able to go to the ball. Meets Prince
Charming, loses a shoe.
T – Prince falls in love, searches for the
owner of the lost shoe and Cinderella
finally gets to be with her Prince
Charming.

24. 24
What’s YOUR CAT?

25. 25

26. In summary…
• Be Q
• Talk like a human
• Remember your CAT
26

27. People who are smarter than me…
• Simon Sinek – Start with Why
• Andy Maslen – Persuasive copywriting
• Dan Portnoy – The Non-Profit Narrative
• Annette Simmons – Story Factor
• Jonah Sachs – Winning the Story Wars
27

29. The power of human stories:
how to be an authentic storyteller
28 February 2019
London
#CharityStories

30. Visit the CharityComms website to view
slides from past events, see what events
we have coming up and to check out
what else we do:
www.charitycomms.org.uk