4 Business Storytelling

​1. Conviction vs. Evidence: The Power of Proof

​While passion and conviction are vital, an evidence-based pitch is inherently more persuasive.

• ​Weak (Conviction-Driven): "We will provide a convenience package." (Stating an intent.)

• ​Strong (Evidence-Driven): "Our customer interviews tell us that customers are really more concerned with convenience than price." (Stating a proven insight that justifies your offering.)

​Focus on showing why your plan will work, not just what your plan is.

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SCQA (Situation, complication, question answer) & Pyramid Principal

The slower you speak, the more we listen.

Emphasize the keyword of each sentence.

Pause at all the commas, and full stop.

Take all the time you need, for the slower you speak, the more we listen.

https://youtu.be/rrOnk0JnXW4

1. The main character with a dream or problem

2. A conflict, challenge or obstacle the character must overcome

3. A resolution, achievement or success (unless you’re writing a tragedy)

4. Your customer: the beneficiary of the story

justcreative.com

Most of us know 3 steps of storytelling: Character, Conflict & Resolution. But there's an essential 4th step to genuinely appeal to customers & grow your brand.