Tag Archives: Business storytelling

How to Structure and Tell a Persuasive Story

Nancy Kazdan
 

During Day 1 of the Marketing Analytics & Data Science conference, attendees learned how to tell effective business stories from Nancy Kazdan, Business Development Manager, BBSI, as she presented “Your Data Doesn’t Always Tell the Story.”

Nancy described business storytelling as the art of using stories to communicate and connect with employees, customers, suppliers, partners, shareholders and others involved with your organization. Business stories have a specific goal or desired outcome and are authentic.

Nancy told attendees to not be afraid to tell stories that show failure, poor judgment or mistakes. She explained that when you’re prepared to appear vulnerable in front of others, you can quickly establish trust and support.

According to Nancy, the three essential elements of a good story (CAR framework) are:
- Content: Establish context. Listeners need to make sense of your story. Spark interest.
- Action: Where and when does this story take place? Who is the main character or message? What does your main character want to accomplish? Who or what is in the way?
- Result: Did you succeed with your listeners? What is the moral? Why did you tell the story? What are the insights? Reveal your main message. What did the audience learn from the result?

To establish context for your story, focus on these three areas:
- Who is my audience? Determine what insights your listeners want to draw from the data you show them.
- What is the ultimate message I want to share? Boil it down to a compelling single statement.
- Determine the best way to illustrate it. Anecdotes that illustrate struggle, failure and barriers overcome are what make leaders appear authentic and accessible.

We like stories because we connect with them emotionally. Stay connected for more conference updates at #MADSCONF.

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com

Your Data Doesn’t Always Tell the Story

Nancy Kazdan

Nancy Kazdan is Founder and CEO of Market Share International. She’s also a presenter at the Marketing Analytics & Data Science Conference on June 8-10, 2016 in San Francisco, California.

As a preview to her presentation ‘Your Data Doesn’t Always Tell the Story,’ Nancy shares insights on why the real goal of communication is human connection.
Peggy L. Bieniek, ABC: What is business storytelling?
Nancy Kazdan: People tell business stories to communicate and connect with employees, customers, colleagues, partners, suppliers and the media. Business stories differ from regular stories, in that you tell them with an objective, goal or desired outcome in mind, rather than for entertainment.
When you tell a story well, it can create an intense, personal connection between your audience and your message. Effective stories can change our opinions, they can inspire us to achieve goals that we didn’t think were possible, and they can show us how we can change things for the better.
PB: How can big data benefit from storytelling?
NK: We are often the bridge between the data and the audience of decision makers we want to encourage to take the desired action. Effective storytelling in business must be focused on tailoring the story to the audience and choosing the right data visualizations to complement the narrative.
PB: How is behavioral marketing and storytelling critical in your work?
NK: I’ve seen a lot of products yield mediocre results. Integers do not evoke emotion, but their interpretation into a powerful story can. We wouldn’t be able to get stellar results without stories that touch emotions that create action.
PB: What role does communication and building relationships play in supporting the data story?
NK: If you want your data to affect change, then you need to have a relationship with your audience and communicate the way they understand.
PB: What will people gain from attending your conference presentation?
NK: Harnessing the power of data doesn’t have to be boring. In this session, I’ve incorporated my knowledge and experience of big data and talent for storytelling. I’ll help you take away your own tools for effective storytelling.
Want to hear more from Nancy? Join us at the Marketing Analytics & Data Science Conference. Learn, network and share best practices with the most influential leaders in data science and analytics. Stay connected at #MADSCONF.


Brilliance@Work profile originally published on www.starrybluebrilliance.com

Peggy L. Bieniek, ABC is an Accredited Business Communicator specializing in corporate communication best practices. 

Connect with Peggy on LinkedInTwitterGoogle+, and on her website at www.starrybluebrilliance.com