What I Learned This Week - The Power of Storytelling

What is one thing I've learned this week? The most effective way to get people to pay attention, according to Donald Miller, is by telling a good story that they feel a part of.

Donald Miller is author, speaker, and business consultant best known for helping people and organizations clarify their message. In his TED Talk titled “How to clarify your message so people listen," Miller said the key to having an effective brand that engages people is to have a very clear message and turn it into a story.

He said instead of just telling people your story, invite them to be a part of the story by making them the hero and you be the guide. You do this by identifying a problem — their problem — and helping them create a simple plan they can follow to solve the problem. Finally, tell them how following the plan will help them and how not following the plan will hurt them.

He calls this protocol PEACE soundbites.

P — Problem: What problem are you solving?

E — Empathy: Show you understand the customer’s struggle.

A — Answer: Your solution — the product or service you offer.

C — Change: The transformation that happens when they use your solution.

E — End Result: What life looks like after the change.

Here is an example of how this works in real life:

Problem: Do you ever worry about money?

Empathy: I know how that feels.

Answer: Download the YNAB app.

Change: It will help you get good with money.

End Result:  ... so you never have to worry about money again.