Prioritizing The Story They Want To Hear
I am not my target audience
This is a down week for me, which means no airports, no luggage, no TSA, no badge. As much as I love a life of adventure, L. Frank Baum got it right: There is no place like home. But which story would most people rather hear: The one about the joys of sitting on my own sofa, eating out of my own refrigerator, writing at my own desk? Or the one about last week's keynote in Dubai, the lift ticket paid for by that cool client, the kitchen experience with some famed Michelin Star chef? I know which story I prefer, but I'm not my target audience.
30 years ago I learned a subtle but vital lesson in #CorporateStorytelling and audience engagement. A member of our singing group had a day job selling carpet, and when listeners would ask what our “real” jobs were he'd tell them the truth. Our group leader said that was the wrong story to tell – not because it was honest, but because it wasn't the story that listener wanted to hear. They wanted to believe they'd just experienced a successful, full-time professional group who made their living creating and delivering music at this exclusive event. Learning that one of them “actually” sold carpet diminished the awe, and the story they could retell tomorrow at their office. Our singer was prioritizing the wrong story for our unique audience.
Until people recognize why they should pay attention, they won’t
If you've ever coached or trained with me you know my mantra: Don't tell them what you want to tell them, tell them what they want to hear. Story works best when it serves our audience more than it serves us and our reasons for telling it.
Donald Miller is CEO of StoryBrand and author of 10 books on ways to invite people into your story so they pay attention, engage, and take action. Late last year, Miller gave a TedX Talk in Nashville where he said, "I'm great at writing the 300 pages but terrible at writing the sentence on the back that makes you want to read the 300 pages." He knows that until people recognize why they should pay attention, they won't. An audience tunes in when their needs and desires are the crux of our storytelling – when it's clear they are our priority.
Audience-First Strategy
This is often referred to as an audience-first strategy, prioritizing the needs, desires, and preferences of our target audience in all aspects of our message.
When we conceptualize a keynote, breakout session, team meeting, or customer engagement, we should start by defining exactly who we're trying to reach and what matters most to them in their current position, mindset, and motivations. The more we demonstrate understanding and genuine care for our listener, the tighter our spoken message will align with their ideas and goals. Pay attention to these three prioritization techniques:
BE SELECTIVE – Know your listener and what they're most likely to connect with and care about. You may think your story is cool, important, or hilarious, but if it's not their cup of tea, there's no reason to tell it.
READ THE ROOM – Watch for real-time response and visual signals that your story is making an impact or losing attention. Seek feedback as you speak to gauge the success or failure of the point you're hoping to make.
ADAPT – If your audience is leaning in, nodding their heads, smiling, taking notes, locked on you, your story is worth continuing as planned. But if your audience appears confused, checks their watch or phone, stares blankly, or looks away, it's time to adapt on the fly or wrap it up fast.
Bottom Line
When we prioritize the elements of our story to serve our listener we create a more engaging and relevant experience. In business, that improved #CorporateStorytelling focus leads to higher conversion rates, brand loyalty, public advocacy, increased visibility, and a better reputation.
