The Art of Persuasive Storytelling | Kelly Parker | TED

Summary

The video script emphasizes the power of storytelling as a tool for connection, persuasion, and influence. It highlights how stories can transport us to new worlds and help us understand our own, while also shaping our mindset and behavior. The speaker shares their personal experience with stories, particularly 'Ramona the Pest,' and how it shaped their view on the impact of narratives. The script outlines three key elements of effective storytelling: understanding the audience's problem and pursuit, painting a vivid picture that resonates with the audience, and making a compelling proposal. It also discusses the neuroscience behind storytelling, showing how brainwaves synchronize between the storyteller and the listener, and how stories can affect behavior. The speaker encourages the audience to embrace storytelling to make memorable, impactful proposals that resonate on a personal level.

Takeaways

• 📚 The power of stories lies in their ability to transport us to different worlds and help us make sense of our own experiences.
• 🧠 Stories have a profound impact on our brains, synchronizing our brainwaves with those of the storyteller, especially when we deeply understand the narrative.
• 💡 Storytelling is a potent tool in marketing and leadership, capable of creating memorable connections and influencing mindsets, beliefs, and behaviors.
• 🚫 Avoid the common mistake of telling a story too soon; understand your audience's problems and pursuits before crafting your narrative.
• 👂 Listening is crucial in storytelling; good story listening precedes good storytelling, enabling a deeper understanding of the audience.
• 🖼️ To effectively convey a story, paint a vivid picture using specific details, challenges, imagery, and feelings that resonate with the audience.
• 🏆 Use specific, relatable characters and challenges in your stories to represent the audience's journey, much like Nike does with LeBron James.
• 📈 Stories can drive behavior change; people are more likely to adopt new habits if they see a character they identify with making similar changes.
• ⏳ Timing is key in proposals; stories help to pace the narrative, building credibility and trust before making an ask.
• 🎁 Stories position the storyteller as a giver, aligning with the principle of providing value before expecting anything in return.
• 💖 A well-told story can make a proposal irresistible by building a strong human connection that draws people in and makes the next step feel like a logical progression.
• 📣 After telling your story with confidence, make your proposal clear and assertive, as the audience, by this point, should be as invested in the outcome as you are.

Q & A

What is the significance of stories in connecting with an audience?

Stories are a powerful tool for connection because they allow the audience to experience other worlds and make sense of their own. They create memorable messages, build powerful connections, and can influence mindset, beliefs, and behavior.

How do stories affect our brain and comprehension?

Stories can cause the listener's brainwaves to synchronize with those of the storyteller. The better the listener's comprehension, the more closely their brainwave patterns mirror each other.

What is the role of storytelling in marketing and leadership?

Storytelling is a powerful marketing and leadership tool because it helps to create memorable messages that stand out in a world full of forgettable ones. It can also persuade and influence people's mindset and behavior.

What is the first step in creating an effective story?

The first step is to deeply understand the audience's problem and pursuit. This involves knowing their current issues, how they feel about them, and their aspirations for the future.

How can understanding the audience's problem and pursuit enhance a story?

Understanding the audience's problem and pursuit allows the storyteller to create messages that resonate directly with the audience, making the story feel personal and relevant to them.

Why is specificity important when painting a picture with a story?

Specificity helps to create a vivid and relatable image that the audience can connect with. It involves using specific people, challenges, imagery, and feelings to make the story more engaging and memorable.

What is the role of timing in storytelling when proposing an idea or solution?

Timing is crucial as it allows the storyteller to build credibility and trust with the audience before making a proposal. It ensures that the audience is ready to receive the proposal and more likely to respond positively.

How does storytelling make proposals more appealing?

Storytelling makes proposals appealing by slowing down the process, building a connection, and making the proposal feel like the next logical step. It positions the storyteller as a giver, which makes the audience more receptive to the ask.

What is the importance of proposing at the end of a story?

Proposing at the end of a story leverages the emotional and intellectual investment the audience has made in the narrative. It presents the solution or offer as the anticipated next step, increasing the likelihood of a positive response.

Why is it crucial to listen to the audience before telling a story?

Listening to the audience before telling a story is crucial because it allows the storyteller to understand the audience's needs, concerns, and aspirations. This understanding is key to crafting a story that resonates with the audience.

How can personal stories help in connecting with an audience?

Personal stories can help in connecting with an audience by showing vulnerability, sharing experiences, and providing insights that the audience can relate to. They can create a sense of community and foster a deeper emotional connection.

What is the potential impact of stories beyond persuasion and influence?

Beyond persuasion and influence, stories have the potential to provide entertainment, offer comfort, inspire action, and even serve as a means of education or cultural preservation. They can also help individuals find connection and a sense of belonging.

Outlines

00:00

📚 The Power of Storytelling and Connection

The speaker recalls their first impactful story, 'Ramona the Pest' by Beverly Cleary, and how it transported them into a different world. They reflect on the importance of stories for understanding and connecting with others. Storytelling is highlighted as a potent tool for marketing and leadership, with the ability to make messages memorable and forge strong connections between the teller and the listener. The narrative delves into the neurological synchronization between storyteller and listener, emphasizing the influence stories have on behavior. The speaker shares their expertise in storytelling from a professional marketing background and introduces the concept of understanding the audience's problem and pursuit as the first step in crafting an effective story.

05:01

🖼️ Painting a Vivid Picture with Specificity

The second paragraph focuses on the necessity of creating a vivid and relatable picture through storytelling. It emphasizes the importance of specificity in characters, challenges, imagery, and emotions to engage the audience. Using Nike's advertising with LeBron James as an example, the speaker illustrates how effective storytelling uses recognizable figures and scenarios to evoke a progression of feelings. The narrative explains that by painting a clear picture, storytellers can inspire action and shift beliefs, making their proposals more appealing and memorable. The speaker reiterates the importance of understanding the audience's problem and pursuit, and then painting a picture that resonates with them.

10:02

💍 The Art of Proposal Through Storytelling

In the third paragraph, the speaker discusses the act of making proposals through storytelling, drawing a parallel with marriage proposals. They use personal anecdotes to highlight the tension and fear of rejection that comes with making proposals, whether in a personal or professional context. The speaker argues that stories can make proposals more appealing by helping to find the right timing and building credibility and trust. They reference Gary Vaynerchuk's principle of giving before asking, which positions the storyteller as a giver. Stories are portrayed as the connective tissue that links the storyteller to the solution in the audience's minds, making the eventual proposal feel like a natural next step. The speaker encourages listeners to share their stories, which may not only serve their immediate purpose but also provide connection, community, and joy to others.

Keywords

💡Storytelling

Storytelling is the art of conveying events in words, often with a narrative structure that includes a setting, characters, and a plot. In the context of the video, storytelling is highlighted as a powerful tool for connection, persuasion, and influence. It is used to make messages memorable and to create a deep bond between the storyteller and the audience. An example from the script is the personal story of reading 'Ramona the Pest,' which resonated with the speaker and allowed them to connect with the character's experiences.

💡Problem and Pursuit

The 'problem and pursuit' refers to understanding the current issues or challenges (problem) that an audience faces and their aspirations or goals (pursuit) that they wish to achieve. The video emphasizes that effective storytelling begins with a deep comprehension of the audience's problem and pursuit. It is crucial for crafting narratives that resonate with listeners, as demonstrated by Liz J. Simpson's approach to creating marketing messages that reflect her clients' issues and aspirations.

💡Connection

Connection in the video script refers to the emotional or intellectual link that is established between the storyteller and the audience. It is a key outcome of effective storytelling, as it fosters empathy and engagement. The script mentions that stories create powerful connections, using the example of how Nike's advertisements with LeBron James resonate with viewers by tapping into relatable challenges and emotions.

💡Influence

Influence is the capacity to have an effect on the character, development, or behavior of someone or something. In the context of the video, storytelling is portrayed as a means to influence mindset, beliefs, and behavior. The power of storytelling lies in its ability to subtly persuade and inspire action, as illustrated by Melanie Green's research on how relatable characters in stories can motivate lifestyle changes.

💡Memorable Messages

Memorable messages are those that stand out and remain in the audience's memory due to their uniqueness, emotional resonance, or relevance. The video discusses how, in a world filled with numerous messages, stories have the power to make communications memorable. This is achieved by crafting narratives that are distinct and emotionally engaging, which helps in standing out amidst the 'clutter' of forgettable messages.

💡Audience Understanding

Understanding the audience is the process of recognizing and interpreting the needs, desires, and challenges of the people who will be receiving the story. The video stresses that before telling a story, one must deeply understand the audience's problem and pursuit. This principle is illustrated through the example of Liz J. Simpson, who listens to her clients to extract elements that resonate with them and infuse these into her marketing content.

💡Proposal

A proposal in the video script is a call to action or a suggestion made to the audience after a story has been told, with the aim of persuading them to take a specific course of action. The video uses the analogy of marriage proposals to explain how storytelling can make proposals more appealing and increase the likelihood of a positive response. The narrative discusses the importance of timing and building a connection before making a proposal.

💡Specificity

Specificity in storytelling refers to the inclusion of detailed and particular elements that help paint a vivid picture for the audience, making the story more relatable and memorable. The video emphasizes the importance of being specific when crafting stories, which involves using a specific person, challenge, imagery, and feelings. An example from the script is Nike's use of LeBron James to represent overcoming obstacles, which is a specific and relatable challenge.

💡Brainwave Synchronization

Brainwave synchronization, as mentioned in the video, is a phenomenon where the brainwaves of the listener begin to align with those of the storyteller during the narrative. This concept, backed by Uri Hasson's research, underscores the neurological impact of storytelling and how it can create a deep sense of shared experience. The greater the listener's comprehension, the more synchronized the brainwaves, illustrating a profound connection between storyteller and audience.

💡Behavioral Change

Behavioral change refers to the modification of an individual's actions or habits, often in response to new information, experiences, or influences. In the context of the video, storytelling is shown to be an effective means of affecting behavioral change, particularly in the healthcare context. Melanie Green's research is cited to highlight how stories can motivate individuals to adopt healthier lifestyles by relating to characters who make similar changes.

💡Story Listening

Story listening is the act of attentively receiving and processing a narrative told by another person. The video emphasizes that good story listening always precedes good storytelling. It is a principle that involves actively understanding the audience's perspective and experiences. Liz J. Simpson's approach to marketing exemplifies this principle, as she listens to her clients to create messages that resonate deeply with their personal challenges and aspirations.

Highlights

Stories are a powerful force to connect, persuade, and influence our mindset, beliefs and behavior.

Storytelling is a potent marketing and leadership tool in a world full of forgettable messages.

Stories create a powerful connection between the storyteller and the listener, synchronizing brainwaves.

Narratives can affect behavior, as seen in how relatable characters can influence lifestyle and health changes.

To tell a compelling story, deeply understand your audience's problem and pursuit.

Good story listening always comes before good storytelling.

Paint a vivid picture for your audience using specific imagery and feelings they can relate to.

Nike's ads with LeBron James effectively use specific challenges and imagery to resonate with viewers.

Stories should be specific, but not long and drawn out, focusing on relatable characteristics.

Proposals are more appealing and have better chances of success when framed within a well-told story.

Stories help get the timing right for proposals, building credibility and trust before asking for commitment.

Well-placed stories position the storyteller as a giver, following the principle of giving before asking.

Stories make business proposals irresistible by building a strong human connection.

The connective power of stories links the storyteller to the solution in the audience's minds.

Telling your story with confidence can lead to the audience wanting the next step as much as you do.

Stories can serve a bigger purpose, helping people find connection, community, and fun.

Beverly Cleary's stories had a significant impact on the speaker, providing connection and enjoyment in their childhood.

Transcripts

Do you remember the first time you heard a really good story?

One of my first times was when I read "Ramona the Pest" by Beverly Cleary.

As a kid, I loved to curl up in my favorite chair in our living room

and transport myself into the misadventures

of Ramona Quimby.

Even now, I remember how my heart would race,

reading about her getting into trouble over and over for misbehaving.

At the same time, as a shy suburban kid

who often took myself a little bit too seriously,

I really admired her fun-loving attitude and her carefree spirit.

I've always loved stories

because they allow me to experience other worlds

I didn't know anything about,

yet helped me make sense of my own world at the same time.

But stories aren't just for books or movies or entertainment.

They’re one of the most powerful forces on the planet to connect, persuade

and influence our mindset, beliefs and behavior.

And that's why storytelling is one of the most powerful

marketing and leadership tools there is.

In a world cluttered with forgettable, lackluster messages,

stories make us memorable.

Not only that, stories create powerful connections between the storyteller

and the story listener.

Eleanor Rankin, writes,

Uri Hasson, professor of psychology and neuroscience at Princeton University,

discovered that as you hear a story unfold,

your brainwaves actually start to synchronize

with those of the storyteller.

The greater the listener's comprehension,

the more closely the brainwave patterns mirrored each other.

Kind of brings a whole new meaning to the phrase

"get on the same wavelength," right?

But here's the best part of all:

stories are proven to affect behavior.

Let's take the health care context, for example.

Melanie Green, a communication professor at the University of Buffalo,

says that people are more likely to make changes to their lifestyle

and health habits

if they see a character they relate to making the same change.

And so if you've ever wanted to get anyone to do anything,

you would do well to learn how to tell better stories.

Yet too often we're telling the wrong stories

or we're not telling them at all.

And in effect, we're wasting our time and our precious dollars on programs,

campaigns and initiatives that sorely miss the mark.

Well, I've been studying stories since I was a kid,

and I've been bringing them to life for more than a decade

as a professional corporate marketer.

And today, I want to show you the easy way

to create your own stories that connect, persuade, influence

and break through all the clutter.

So let's start at the beginning.

Number one, the problem and the pursuit.

The problem and the pursuit.

You know, I believe the worst story of all is the one that is told too soon.

And truly, this is a very common mistake that aspiring storytellers make.

We launch into a story

and don't know the first thing about who we're talking to.

Before you're qualified to tell anything,

you must deeply understand your audience's problem and pursuit.

Their problem is where they are right now.

It's the issues that they're facing in their current state

and how they feel about it.

Their pursuit is where they want to be.

It's who they want to be,

and it's how they will feel in this future perfect world.

Business development expert

and LinkedIn top sales influencer, Liz J. Simpson,

knows a little something about understanding

her audience's problem and pursuit.

To create messages for her email marketing,

her website and her social media content,

she listens to her clients

and then begins to extract specific elements from what they've said

and infuses it into her language and her visuals.

The effect

is a resounding “Girl!

How did you do that?

Because every time I see something from you,

it feels like you're talking directly to me."

Now, how did she do it?

Simply because she's taking time to understand

her audience's problem and pursuit.

Now how did she get that understanding?

Well, it's because she's living out a very powerful storytelling principle,

which is this:

good story listening

always comes before a good story telling.

And so, number one, if you want to tell a good story,

you have to understand your audience's problem and pursuit.

Number two, you have to be able to paint them a picture.

You have to be able to co-create a reality

that shows you understand the problem,

yet hints at a better future.

To do this, you'll need a specific person,

a specific challenge,

specific imagery and specific feelings.

Did I mention you should be specific?

Now specific doesn’t mean long and drawn out,

it just means you want to include some distinguishable characteristics

that your audience can relate to.

It's the reason why Nike's ads with LeBron James

don't include a bunch of close up shots of shoes they're selling.

They don't need to.

They found the perfect person in LeBron James to represent a specific,

relatable challenge,

namely overcoming obstacles to beat an opponent.

Then they utilize specific imagery

to represent a specific progression of feelings,

like defeat and discouragement,

to hope and victory and resilience.

And once you've been gripped by a story like that,

doesn't it almost go without saying

that you want to wear the same sports gear LeBron James does?

To inspire action and shift beliefs,

paint a vivid picture for your audience through words and imagery

that they can instantly recall when they think of you.

And so if you're going to tell a good story,

you have to, number one, know your audience's problem and pursuit.

You must, number two, paint them a picture

that they can remember and repeat.

And finally, number three, you must propose.

You must propose.

The year was 2004.

I was a senior at Kent State University at the time,

and my boyfriend was holding a get-together at his home,

which I, of course, attended.

And suddenly,

when I least expected it, there were roses,

there was music,

and right there, in front of all my closest family and friends,

he got down on one knee,

he pulled out a ring,

and in an instant all my little girl marriage proposal fantasies came true.

On the other hand, we have Curtis.

Curtis, a couple of years back,

was at a local outdoor music event.

And at the end of the event,

he invited his girlfriend Jackie to come up on stage with him.

And so Jackie begins to wade through the crowd

and find her way to the stage,

and she climbs the steps to the stage,

and she gets up there and she's standing up there looking at Curtis.

The only problem was,

she's looking at him like this.

(Laughter)

Undaunted, Curtis begins to pour out his heart,

and he says, "Jackie, baby,

I love you, girl."

(Laughter)

He says, "Jackie, baby,

You've been like an angel in my life."

He said, "Jackie, baby,

the writing is all over the wall.

I want to spend the rest of my life with you."

And he, too, gets down on one knee

and he, too, pulls out a ring and he says,

"Jackie, will you marry me?"

And right there,

in front of all those people,

Jackie looked him dead in the eye, and she said, “I’m sorry, but no,”

and walked off the stage.

(Laughter)

This is the tension we stand in as marketers and leaders.

Because we're constantly making proposals.

Buy my product, try my service,

come to my event, join my cause.

And as much as we want to hear that enthusiastic yes,

we're also pretty afraid of the rejection of no.

I mean, let's be real.

Especially a public rejection like Curtis's,

where, despite your best efforts,

your preparation and your good intentions,

it just fell flat.

But this is the power of story.

Because stories make proposals extremely appealing

and stack the odds in your favor.

First, stories help you get the timing right.

How many of you know,

nobody wants you to propose marriage on the first date?

(Laughter)

But too often,

we expect our audiences to commit too soon.

Well-placed stories slow down the process just enough

for you to build credibility and trust.

It’s the principle that New York Times best-selling author Gary Vaynerchuk

talks about in his book "Jab, Jab, Jab, Right Hook:

How to Tell Your Story in a Noisy Social World."

The idea is to give before you ask

and to give much more than you ask.

Good stories position us to be givers before we expect to receive.

Not only that, stories make proposals irresistible

because they allow us to build connection.

Stories masterfully infuse a human element into our businesses,

our brands and our programs that draws people in.

So much so that by the time you do go in for the ask,

like any good proposal,

it simply feels like the next logical step.

You see, stories are more than stories.

They are the connective tissue

that links you to the solution in people's minds,

so that by the time you do present your solution or propose your offer,

they say, "It's about time.

I've been waiting for this."

And once you've told your story

with all the confidence in the world, ask, invite,

propose, shout it from the rooftops.

Because by that time, if you found the right people,

the next step you're suggesting

is something they'll want just as much as you do.

And so,

tell more stories.

In fact, tell your stories.

It might be the details surrounding your greatest losses,

your greatest wins

or the context in which you’ve learned your greatest life lessons

that will paint the pictures,

that will let people know, you understand my problem.

And you understand my pursuit.

Absolutely, I would love to accept your proposal.

And who knows, maybe your stories will serve a bigger purpose.

Maybe they'll help someone find connection, community

and a little bit of fun.

Just like so many years ago,

Beverly Cleary's stories did for me.

Thank you.

(Applause)