StoryElements
Nancy Duarte, a communications expert that has done a huge amount of research into effective communications, shared:
“After studying hundreds of speeches, I’ve found that the most effective presenters use the same techniques as great storytellers: By reminding people of the status quo and then revealing the path to a better way, they set up a conflict that needs to be resolved.”
That tension or conflict helps persuade the audience to adopt a new mindset or behave differently – move from what is to what could be. By following a story structure you create a message that is easy to digest, remember and retell. Effective storytelling is critical to our business and will help you in your sales cycle and make deeper connections with your clients.
Incorporating Nancy Duarte’s insights into effective communication and storytelling, it becomes evident that storytelling is a potent tool for persuasion and connecting with your audience. Effective storytelling relies on four key elements, each playing a crucial role in structuring a compelling narrative.
People have been telling stories for tens of thousands of years, and our experience shows that the best stories have four key elements:
1. HERO – A strong character—someone with their own goals and motivations—who helps your audience connect what you share in your conversation with their real-world experience. Heroes may not start out heroic, but they get there by journey’s end. The Hero may be your client or your client’s customer. HINT: It’s not you or Creatives On Call!
2. CHALLENGE – A hurdle that makes it difficult for your heroes to succeed on their journeys. Ask yourself: What obstacles are blocking my client’s goals? Can these challenges be solved? What challenges does my client’s customers face in everyday life? What challenges does this customer have with my client? Can these challenges be solved? Understanding and addressing these challenges is essential for a compelling narrative.
3. HELPER – Someone or something that helps heroes achieve victory over their challenges. Ask yourself: How does Creatives On Call help the hero overcome each challenge? What capabilities will Creatives On Call equip my hero with? Clearly articulate how your services and capabilities equip the hero to achieve victory. This step emphasizes the value you bring to the client’s journey.
4. VICTORY – That sweet, wonderful place that makes all of your client’s struggles and challenges worth it. Ask yourself: What victory will resonate with my audience? Is this victory lasting? Why is this victory significant to my client? What happens if my audience is victorious over their challenges? What can they do now that they couldn’t do before? What value will they realize?
All 4 elements – – Hero, Challenge, Helper, Victory – – are critical for structuring a strong story. As you build a story that will resonate with your prospects current situation, look for a COC client who had similar issues and tell their story using the Hero, Challenge, Helper, Victory framework.
SUMMARY
These four elements – Hero, Challenge, Helper, Victory – are the building blocks of a strong and engaging story. By structuring your message around these elements, you create a narrative that is easy to understand, remember, and share. Effective storytelling is a critical tool in your business arsenal, enhancing your sales cycle and fostering deeper connections with your clients. It enables you to set up a conflict between the status quo and a better way, ultimately persuading your audience to embrace change and move from what is to what could be. As you continue your journey in effective communication and storytelling, keep these elements in mind to craft compelling narratives that resonate with your audience and drive meaningful outcomes.
