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@basvandenbeld
Bas van den Beld, State of Digital
www.basvandenbeld.com | www.stateofdigital.com | www.speakwithpersuasio.com
The Power of Storytelling and How to
Create a Compelling Story
@basvandenbeld
Speaking, Consulting, Training
Benchmark conference 2017
@basvandenbeld
Attention is a currency
@basvandenbeld
We want to convince people our product
is best
@basvandenbeld
We heard storytelling will do the job
@basvandenbeld
Businesses think storytelling is telling
a story about how great they are
@basvandenbeld
We don’t really understand how
storytelling works
@basvandenbeld
What can the right storytelling do?
@basvandenbeld
Stories stick
@basvandenbeld
The right story builds trust
@basvandenbeld
Stories affects the mind
@basvandenbeld
Stories can change people’s minds
@basvandenbeld
People believe stories…
@basvandenbeld
The earth is flat…
Until somebody checked..
Three steps to the perfect story



1 The Preparation
2 The Structure
3 The Story
The preparation
@basvandenbeld
Preparation: understand your culture
and your audience
@basvandenbeld
@basvandenbeld
Create a story that fits your audience
@basvandenbeld
@basvandenbeld
@basvandenbeld
What’s in it for them? Outcome isn’t
always the goal
@basvandenbeld
Pooping is not the goal of eating
@basvandenbeld
You only get convinced if you can
imagine things to actually happen
@basvandenbeld
See where you match your audience
@basvandenbeld
@basvandenbeld
The structure
@basvandenbeld
Example ‘joke’ Fungi Mushroom
@basvandenbeld
@basvandenbeld
Structure in a story is like the structure in
a building: it can collapse if done wrong
@basvandenbeld
Situation - Obstacle - Approach - Plan
@basvandenbeld
First act: Situation:
★ Set the stage
★ Introduce your hero
★ Important to make people care about
your hero
@basvandenbeld
Act 2: Obstacle
★ Inciting incident
★ Build out the conflict
★ A series of challenges
★ It’s a growth opportunity for the character
@basvandenbeld
People have to believe something is
bad before they start believing solutions
@basvandenbeld
Act 3: Approach, Plan (and solution)
★ Show the solution
★ You should feel they fixed the problem
★ The characters are in a better place
now
@basvandenbeld
A hero can have many shapes
@basvandenbeld
@basvandenbeld
@basvandenbeld
You are not the hero, you are Yoda
The story
Bring it together
@basvandenbeld
@basvandenbeld
@basvandenbeld
It doesn’t have to be (about) you
@basvandenbeldhttps://www.youtube.com/watch?v=gCtSgb-b7zg
@basvandenbeld
Think about this…
Open your eyes and ears to your audience to really build
trust with your stories
Make people recognise themselves in a story, they will
remember it more vividly
People don’t care about how, until they understand the
why. A story tells the why
@basvandenbeld
Takeaways
★ Structure makes or breaks your story
★ You need a hero that is not you
★ Stories are a powerful tool
★ Go from obstacle to solution
★ You improve someone else’s life
@basvandenbeld
Follow me, I tweet, share, and write about this! 

Have Bas speak or train at your even or company consult? Get in touch!
Bas van den Beld

www.basvandenbeld.com
www.speakwithpersuasion.com

www.marketingcirkel.nl
nl.linkedin.com/in/basvandenbeld
@stateofdigital 

@basvandenbeld
Bas teaches public speaking: http://www.speakwithpersuasion.com
@basvandenbeld
Bonus story: Papa Johns

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The Power of Storytelling and How to Create a Compelling Story