How to tell an engaging story

Iowa Nonprofit SummitNovember 2013Altoona, Iowa

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Welcome!

• Who is this guy (@ctrappe) ? Where I came from … where I’m heading

ChristophTrappe.comUWECI.org

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Rules, rules, rules!

• Got a question? Ask it. That increases your chances of it being answered.

• Share your thoughts, experiences, opinions, etc.

• This session is on the record… You may Tweet. you can find the slides here: http://unitedwayofeastcentraliowa.org/marketing/midwinter2013/

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Today!Telling stories

Takeaways:• How to identify stories• Identifying the best way(s) to tell them• How to execute efficiently• Identifying channels, measuring results• Tips on making time to respond and talking

with people on all those channels.

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Stories

• Who can tell me something that has happened that’s:– Interesting– Worth sharing– Possible: That you shared at breakfast this

morning, dinner last night, mentioned on the phone, calling home?

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Stories

• What made it worth sharing?• How do you know?

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Source: http://www.getpaidtowriteonline.com/brain-writing-infographic/

I have a story …

• Traffic tickets story from Gazette…

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Stories

• Could you picture somebody driving past a church ….

• And praying?• What else?

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Stories

OK…. Are you sold, yet?

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OK… but telling a story isn’t enough!

Take a guess: What’s the average attention span

nowadays?

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Attention spans

Avg: 8 secondsDown 4 seconds from 2000Attention span of a goldfish: 9 seconds

Source: http://www.statisticbrain.com/attention-span-statistics/

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Attention spans

OK… that’s funny, but what does it mean to us:

We need to get to the point!

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Attention spans

Simplify

Then simplify some more

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How to spot/develop a story?

• Pay attention (gym example, outside, etc.)• Write down ideas …• Bring them up to co-workers (at home

maybe?) Is this interesting? What do you think of this?

• Does it fit into our mission? – Why would we share it? How does it fit into our

business goals?

How to spot a story – Hold That Thought!

• Your stories need to fit into your business goals!• What would sharing a story accomplish? – Engaging– Entertaining– Eye opening– Educational!

What are your business goals?#INPOS13@ctrappe

Examples of business goals

• Be the community connector• Raise funds to improve the community• Connect people to resources

Can you verbalize how this story fits into those (or your) goals?

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Once we have story, let’s share it…

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Identifying the best way(s) to tell them

True/False? Every story fits on every channel!

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Stories

Who has a story that was shared in a print brochure, for example?

Can you share details?

….

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Execute efficiently

• Keep your eyes open• Write down ideas!• Make the time. Find the value!• An easy way: Record things on video/audio – “I’m out. I don’t have the equipment.” Anyone say that?

Let’s look at the equipment you have.• Summaries and pictures• What are you most comfortable with?• Share stories on channels. Don’t have a “scoop

attitude.”#INPOS13@ctrappe

Stories – What to do

• Share authentic stories (Doesn’t mean to share everything!)

• Involve real people– Clip art/models >>>> Authentic/Real people– Explain why this is important. One (off-camera) comment

from a client shown in video: “I hope this will help donations.”

• Explain it simply.– 21st century skills >>> Skills you need in tomorrow’s jobs, for

example• Be specific!#INPOS13

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Stories – What not to do

• Use big words• Use acronyms• Make up names• Look for reasons why not to share it. – Ask people (interviewees) nicely. Give them the

option. Don’t assume people don’t want to participate.

• Share confidential things!#INPOS13@ctrappe

Stories

If it doesn’t feel right to publish, probably shouldn’t be published … but figure out what’s amiss, fix and then publish!

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Your brand voice

• How do you want to come across?• Example for United Way in Cedar Rapids…

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Brand voice

Serious, but fun. But not silly!

Definitely not markety!

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What’s markety?

• Avoid words like this:– This FANTASTIC event.– Everyone has/will have fun.– Biggest event ever.– The best– The fastest– The slickest

From: ChristophsBlog.com#uwmidwinter

Measuring success

How are we going to do this?

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Measuring results

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Time management

• Do you check emails? Voicemails?• Same for social/website/etc. Check if anyone

has said something and respond ….• Could set time periods for this. Set

expectations … especially social.

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Time management

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But everyone knows marketing.

Wait, what?#INPOS13@ctrappe

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OK. I’m tired. Time for a break…

On your own… (make a plan!)• Pick a story (one you’ve featured or know of)• Does it fit into business goals?• Tell the story in 15-20 words!• Outline how you would share on the different

channels!

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Group discussions

• Please share with your neighbors!– What’s your story?– What was hard?– What was easy?– What will hurdles be?

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Class discussion

What did you learn?

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Did we go over time?

Questions?

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We didn’t go over time?

Please fill out the evaluations before you go!

Stay in touch:ctrappe@uweci.org319-804-9853Twitter.com/CtrappeChristophTrappe.com

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