Nancy Bocskor is a bona fide international communications and fundraising guru, and author of “Go Fish: How to Catch (and Keep) Contributors.” In her Christmas newsletter, Nancy highlighted something every good marketing expert knows (and every winning candidate needs to learn!): The power of the presentation is in the story.
Indeed, telling the story about how you finally decided to run for office is perhaps the most important story you’ll tell during your entire campaign, as it gets to the heart of your true motivation in answering the question “Why are you running?” So read Nancy’s column and give your own campaign story considerable thought.
Until next time. Onward and rightward…
Dr. Chuck Muth, PsD
The Campaign Doctor
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Tell Me About the Greatest Story Ever Told
by Nancy Bocskor
I recently traveled to Russia to speak at the Inaugural Storytelling Festival at the Moscow School of Humanitarian Studies where I premiered a presentation called “Tell Me a Story.”
Incorporating stories in your presentations– whether it’s fundraising, public speaking, written materials– is key to making emotional connection with your audience.
Why is storytelling so critical to your success? Research shows that listeners will remember 65 to 70% of the information shared through a story, but only 5 to 10% of listeners will remember information conveyed by facts and figures.
Storytelling is an ancient technique used to convey wisdom, history and culture to the next generations. And the Bible tells some of the greatest stories.
Last week I stumbled across a movie called, “Christmas with a Capital C,” written by Andrea Gyertson Nasfell, starring Daniel Baldwin, Ted McGinley and Nancy Stafford.
“Christmas with a Capital C” tells the story of residents of a town in Alaska who have celebrated Christmas with a public display in the town square for 50 years. A former resident returns and files a lawsuit against the Christmas display, maintaining the separation of church and state. In the end, the true meaning of Christmas is revealed — love, forgiveness and renewal.
It was a heartwarming story– but my favorite part was watching Christian comedian Brad Stine’s character, “Greg,” act out the Christmas story.
In the movie, Greg’s niece, Makayla is practicing her role as an angel in the church play, when her skeptical older brother, Cody, wonders how you could make a story that’s been retold time after time exciting and new. “We’ve seen it a million times. It’s the same boring old program we go to over and over every year,” complains the teenager.
Greg, stunned, corrects Cody: “There’s no need to change it! It’s the most amazing story ever told! It’s got surprises, scandal, intrigue. Sit down and hold on to your stocking cap, kid.”
As Gyertson Nasfell and comedian Stine skillfully lay out a compelling yet modern twist about the Christmas story, Cody quickly remembers that “the same boring old program” isn’t as boring as he once remembered.
Stories are a great way to attract a crowd because they trigger and leave behind emotions that people can connect– just like the Christmas story has done for thousands of years.
Writer Vera Nazaria penned the inspirational phrase, “The world is shaped by two things– stories told and the memories they leave behind.” Keep creating great stories to make emotional connections with your audience so you can change the world.
P.S. In case you’re wondering, because God created Google so you can find anything in the world, I did indeed Google “Brad Stine,” found his e-mail and wrote him a note telling him how much I enjoyed his role in the movie. He responded within two hours, and introduced me to the screenwriter, Andrea, who shared her full script with me. Ask– and you shall receive!