The #1 Secret to Engaging Others!
Do you want to engage more customers?
Do you want to engage and make better
connections with your colleagues and/or employees?
Do you want to engage more students?
Do you want a more engaging and motivated
team?
(Start here to make the connection between
this short video and the content of this edition)
In his book A Whole New Mind, Daniel Pink describes two realtors looking to
attract potential sellers. One realtor sent out a post card touting the
sale price of a recent home that he sold, which wasn’t much different than the
price of other homes selling in the same area.
Another realtor sent out a post card to the same neighborhood, never
mentioning a price, but stating:
“Florence S. and her husband bought this delightful home in 1955.
They paid $20,000 in cash for it and loved the many special details like solid
oak floors, large windows including many with leaded glass, oak millwork around
the doors,…an Old English fireplace mantle, and a garden pond. At age 91,
Florence moved to Brighton Gardens, a retirement community in Friendship
Heights, and the Fernandez sisters, neighbors and old family friends, asked me
to sell this jewel. …Now please take a minute to welcome Scott and Christie C.
, the new residents who love the house just as much…”
(p.110)
Which realtor, do you think, had the greatest
impact and significance on potential sellers?
Stories are compelling and memorable.
Remember all of the stories that we heard from our parents and elders when were
children. Even the exaggerated ones left an impact. I can still remember my grandmother sharing
stories about how she had to walk 50 miles to school one way, every day, while
being chased by dogs, in the rain, dropping her lunch, jumping over fences, and
in the midst of a tornados, while crossing rivers. Each time she told the story,
there seemed to be a new trial or tribulation she had to face during that “morning
walk” to school. You remember the
stories, right? Despite being larger-than life, they are and were significant and
memorable.
The human brain has been predisposed prior to
birth to think, make sense, and create meaning from narratives (Nelson, 2003). Moreover,
kids grow up hearing stories, seeing stories, having stories read to them, and
reading stories themselves. The power of exposure to story in these critical
development years of the brain results in adults permanently hard-wired to
think in terms of stories (Haven, 2007).
Pink (2005) points out that companies such as
3M, NASA, and Xerox provides its top executives with training in storytelling. Senior
officials at World Bank found that when trying to get staff excited about
change, storytelling was the only thing that worked to persuade preferred
action. Even in the field of medicine, storytelling is starting to play a significant
role in dealing with patient health. Columbia University Medical School, Penn
State, and University of New Mexico are requiring students to learn how to
listen and repeat the narratives of patients. The Journal of American Medical Association (2001) reported that, “A scientifically competent medicine alone cannot help a patient
grapple with the loss of health or find meaning in suffering. …physicians need the
ability to listen to the narratives of the patient, grasp and honor their
meanings, and be moved to act on the patient’s behalf.”
Research has shown, that teachers who use
storytelling in their curriculum and instruction have more engaged students,
resulting in higher student performance and extended remembrance of content
(Craig, 2001).
Stories are the key for individuals and
organizations to differentiate their goods and services in a crowded
marketplace. Being able to provide information through story form is vitally
important. Stories connect with receivers and are far more memorable than any
other method of communication. Stories more readily grab and maintain the
attention of listeners/readers. Stories are recalled better and longer than
information delivered in any other way. Using stories enhances memory and
facilitates information recall (Haven, 2007).
Stories, when used
effectively, can be one of the most powerful sales tools in your tool box. The
vast majority of people make purchasing decisions based on emotions and later,
back their decisions based upon data. Whether you are selling a product, a
service, or an idea, speaking to a prospect's emotions through stories will
increase your connection to them and ultimately increase sales.
After all, it is
the storyline that makes great movies and music.
An ancient saying goes, “You can never hate someone once you know their story.” When we
don’t know the story of another, our brain fills in the gap by making up its
own story.
If you want to engage others, your ability to
share stories will be key.
Tips for increasing your ability to share
stories:
1.
Become mindful of your attention
level as others began to share stories with you.
2.
Begin incorporating short stories
in conversations with friends and families. Kids hate this- but share those
great, childhood stories regardless. I usually get the, “Dad, here you go
again…” comment or look when I tell my stories to my kids. Keep sharing the
stories because they will become reference points for kids later on in life.
3.
Begin to insert 1 to 2 relevant and
compelling stories when trying to influence or persuade groups/students in the
work place.
4.
Continually be on the hunt and
collect in memory and on paper great stories.
What stories are you sharing in
your organization and at home? Let
me know!
Check this out:
Do you want some motivation? See my new video:
You don’t want to miss it! Spots
for the “Secrets to Motivating Students/Youth workshop are filling up fast- be
sure to reserve your spot and register today (click here http://www.tawatson.com/news.php ).
Finally, I would like to send my
condolences to all of those around the nation who were impacted by the recent
shooting in my home state of Colorado. You are in my prayers.
