Have you ever noticed how a good storyteller makes the story he or she is telling sound completely off-the-cuff and unrehearsed? Great comedians, like our friend Paul Varghese, are masters at this. When you hear their set, it sounds like they are just having a casual conversation with you. But, if you return the next night or catch the show in another city you hear the same lines. You probably still laugh, though (and at that point have bought another ticket).
Telling a great story is not simply talent or luck. Instead, it is intentionally developing a message that you know will resonate with the audience for whom it is intended.
If you want to craft a great message, here are the top three things to keep in mind:
- Know your intended audience. This is number one for a reason. Think about your issue or product from the audience’s perspective. What do they need? What do they want? How will they feel when they hear what you have to say? Think strategically about how to communicate what you want them to know in a way that will make them want to do whatever it is you are hoping they will do.
- Keep it simple. There is a reason everyone knows the acronym K.I.S.S. Our human brains can only process so much information. Don’t put your audience into intellectual overload.
- Create differentiation. We all have multiple options to achieve our goals, including doing nothing different from the status quo. In order to persuade the audience to what you are asking, you must differentiate yourself.
If you can accomplish these three things, you are well on your way to a message that will move your audience toward your end goal.