Training for financial communicators and spokespeople to turn complex financial concepts into interesting stories that appeal to a broad audience. The training goes through the elements of storytelling, examples of great storytellers in history and a roadmap for how storytelling can be deployed in any situation.
3. Page 2
Why Tell a Story
Audience
Size
Audience
Need
HELP
INFORM
ENTERTAI
N
Search
Linkedin
Twitter
Facebook/In
stagram
WSJ
New York
Times
Economist
Trade
publication
Channels We Go To For These Needs
Buzzfeed
Yahoo
Finance
Audience Needs
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Delivering Key Messages
Why shouldn’t we stick to the key messages?
How do we change this?
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How to tell a story
Message
• Who is my audience and
what is the message I
want to share with
them?
Define the problem
• Set up the need for a
solution vexing the
audience.
Mine your experiences
• Bring life experiences to
illustrate the message.
Don’t make yourself the
hero
• Bring the audience into
the story.
Highlight a struggle
• Don’t be afraid to
suggest the road ahead
will be difficult.
Work toward the answer
• Show the way forward
on the path toward
resolution.
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When to tell a story
Employees
Partners
Networking
Media
13. Page 12
Media training a storyteller
As I was saying…
Let’s get back to the adventures
of our hero…
But I digress…
Ah, the plot thickens!
Controlling the narrative
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Leave Them Wanting More
Cliffhangers
Waiting for the
sequel
“I’m going to tell
you a story…”