DEEP DIVE: Strategic Storytelling

Know what you want; know your audience; know how to stick to your story.

The Personal Positioning working group for Optionality premium members has been ongoing for months with a rotating cast of participants. Turns out a lot of us could use support as we figure out how to tell better stories about ourselves, our work, and our past, present and future too. (My philsophy when coaching clients is that we usually have the answers inside us already, but a supportive sounding board or collaborator can help us bring that answer out in the open and make it even better.)

It occured to me only this week that I have a LinkedIn Learning course for that! Of course please go watch the course if you want to see me on video, but I am sharing the biggest takeaways as this month’s Deep Dive for premium members.

What makes a good story?

Why do some stories stick with us while others are forgotten as soon as we hear them? There are some fundamental principles behind telling a story that sticks that apply whether you want to close a sale, nail an interview, shine at a speaking event, or make the most of a media opportunity. They are:

• Understand your audience (and what they need)

• Start with the end: Identify your ideal end result (i.e. pull-through messages)

• Craft talking points that support the story you want to tell

• Have evidence in your back pocket to illustrate that story

• How to stick to your story

So what makes a good story then? A few clear talking points, supported by compelling examples or data points, that speak directly to what your audience needs or wants.