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Describe a key capability to a prospect as a “fact” or feature and it is often quickly forgotten.
Use a compelling analogy or metaphor and that capability will be remembered, and it can be recommunicated successfully.
However, when you wrap a good story around the capability, not only will retention be high, but your prospect will communicate that story to others with very high accuracy, often nearly verbatim!
What makes a story a good story?
Chip and Dan Heath in Made to Stick identified five key elements:
- Simple Message: The concept or message needs to be clear and easy to understand
- Real Experience: It must be believable and perceived as being true
- Element of Surprise: An unexpected twist, event or outcome generates interest and tension
- Evokes Emotion: The best stories are those that evoke an emotional response
- Relevant: Good stories relate directly to the subject or key point
A story with these five elements can take a boring idea and make it delightfully sticky!
Learn more about storytelling and demos in Great Demo! Chapter 11 “Storytelling” starting on page 332.