Storytelling

All good marketing is essentially storytelling.

Marketing at its essence is connecting with people and since the beginning of time, one of the best ways to connect with others is through telling stories.  Whether you call them fables, tales, parables or pictographs, storytelling connects  us emotionally with what the speaker is saying.

Marketing is about sharing how you can solve a customer's problem.  Often, however, you need to convince the customer that you know what you are talking about.

Therefore, the following rules, originally tweeted by Emma Coats, Pixar’s Story Artist, have relevance, even if you aren't crafting the script for a major studio animated feature.  I would be interested to know what rule or rules resonates most with readers.  For me, number 2 is an important, and often challenging,  rule to keep in mind.

1. You admire a character for trying more than for their successes.
2. You gotta keep in mind what’s interesting to you as an audience, not what’s fun to do as a writer. They can be very different.
3. Trying for theme is important, but you won’t see what the story is actually about til you’re at the end of it. Now rewrite.
4. Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___.
5. Simplify. Focus. Combine characters. Hop over detours. You’ll feel like you’re losing valuable stuff but it sets you free.
6. What is your character good at, comfortable with? Throw the polar opposite at them. Challenge them. How do they deal?
7. Come up with your ending before you figure out your middle. Seriously. Endings are hard, get yours working up front.
8. Finish your story, let go even if it’s not perfect. In an ideal world you have both, but move on. Do better next time.
9. When you’re stuck, make a list of what WOULDN’T happen next. Lots of times the material to get you unstuck will show up.
10. Pull apart the stories you like. What you like in them is a part of you; you’ve got to recognize it before you can use it.
11. Putting it on paper lets you start fixing it. If it stays in your head, a perfect idea, you’ll never share it with anyone.
12. Discount the 1st thing that comes to mind. And the 2nd, 3rd, 4th, 5th – get the obvious out of the way. Surprise yourself.
13. Give your characters opinions. Passive/malleable might seem likable to you as you write, but it’s poison to the audience.
14. Why must you tell THIS story? What’s the belief burning within you that your story feeds off of? That’s the heart of it.
15. If you were your character, in this situation, how would you feel? Honesty lends credibility to unbelievable situations.
16. What are the stakes? Give us reason to root for the character. What happens if they don’t succeed? Stack the odds against.
17. No work is ever wasted. If it’s not working, let go and move on – it’ll come back around to be useful later.
18. You have to know yourself: the difference between doing your best & fussing. Story is testing, not refining.
19. Coincidences to get characters into trouble are great; coincidences to get them out of it are cheating.
20. Exercise: take the building blocks of a movie you dislike. How d’you rearrange them into what you DO like?
21. You gotta identify with your situation/characters, can’t just write ‘cool’. What would make YOU act that way?
22. What’s the essence of your story? Most economical telling of it? If you know that, you can build out from there.

Happy storytelling!

• Read More About The Story Spine: Pixar’s 4th Rule of Storytelling

A Parable About Leadership

Leadership is a subject that seems to continually confound us.  A Bing search for "leadership books" generates 39 million results.  It seems to me that there are at least that many different perspectives about leadership and how to be a good leader out there.  

That is one of the reasons I like the story I am about to share with you.  I first read this story on Michael Josephson's excellent blog, "What Will Matter" and am reposting it here with his permission.  

Listening to politicians’ nasty rhetoric, one might think that leadership has to be aggressive and confrontational, but consider this parable about leadership.

A student assigned to write an essay about an effective leader wrote this story:

“I’ve been taking a bus to school for years. Most passengers keep to themselves and no one ever talks to anyone else.

“About a year ago, an elderly man got on the bus and said loudly to the driver, ‘Good morning!’ Most people looked up, annoyed, and the bus driver just grunted. The next day the man got on at the same stop and again he said loudly, ‘Good morning!’ to the driver. Another grunt. By the fifth day, the driver relented and greeted the man with a semi-cheerful ‘Good morning!’ The man announced, ‘My name is Benny,’ and asked the driver, ‘What’s yours?’ The driver said his name was Ralph.

“That was the first time any of us heard the driver’s name and soon people began to talk to each other and say hello to Ralph and Benny. Soon Benny extended his cheerful ‘Good morning!’ to the whole bus. Within a few days his ‘Good morning!’ was returned by a whole bunch of ‘Good mornings’ and the entire bus seemed to be friendlier. People got to know each other.

“If a leader is someone who makes something happen, Benny was our leader in friendliness.

“A month ago, Benny didn’t get on the bus and we haven’t seen him since. Everyone began to ask about Benny and lots of people said he may have died. No one knew what to do and the bus got awful quiet again.

“So last week, I started to act like Benny and say, ‘Good morning!’ to everyone and they cheered up again. I guess I’m the leader now. I hope Benny comes back to see what he started.”

I think that the student who wrote this essay hits the mark on so many levels about leadership.  Leadership is about attitude and perseverance much more than title or position.  Leadership is transformational.  Leadership can be transferred.

In my opinion, you don't need to buy any of the 39 million books on leadership.  All you need to do is read about Benny and the bus!

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Buddha Knows Customer Service

I came across a post on Facebook the other night that gave the 5 steps to happiness:

1. Smile more.
2. Think less.
3. Be present.
4. Give more.
5. Expect less.

The watermark on the photo indicated it was from a source called Buddha Heart.

I started thinking that while these were excellent steps for general happiness, they were also a nice, succinct guide to providing excellent customer service!

Smile more.

You cannot go wrong if you are genuinely smiling, whether you are answering the phone or talking to a customer.  A smile shows you are happy to be interacting with the customer.  That goes a long way to helping address customer needs and addressing problems when they arise.

Think less.

I think sometimes we are our own worst enemies when addressing a customer.  If we are busy analyzing "what she really meant" or "how can I get out of this situation" we are not focusing on the person and the issue in front of us.  If you ask many professional athletes, who are in the middle of a slump, what is wrong, many of them will say that they are thinking too much.  Like professional athletes, employees should develop the muscle memory to provide excellent customer service by instinct.  Without thinking.

Be Present.

A lot of excellent customer service involves problem resolution.  In order to help a customer resolve her problem, however, you must be present in the situation, you must own the problem as your own and you must take responsibility for ensuring that the customer leaves satisfied, or at least satisfied that you are trying to help her.  Customer service, and especially problem resolution, cannot be effectively put off until later.

Give More.
Customer service is all about giving.  Giving of attention , giving of status (you have my attention because you are important to me and to the organization) and giving of authority (the customer is always right.)   It is extremely difficult to give too much customer service.

Expect Less.
You cannot do excellent customer service with any payback in mind.  Customers should be able to expect good service.  Customers who have a problem will cease to exist as customers if they don't get some timely attention to their concerns.  At a restaurant, an excellent server does a ton of little things that you might not even notice to help make your dining experience special.  An excellent server is doing that because she wants to do an excellent job and help you have a special experience, not specifically with a tip in mind.

Buddha knows customer service!

They Just Don't Care About Apathy

I know many fine people that I greatly respect who work for the United States Post Office.  I marvel regularly at what they are able to do for the cost of one little stamp.  I sincerely hope that the Post Office will prove all the demise-predicting pundits wrong because I think it is an important institution for our society.

If the US Post Office ceases to exist in the next 10 years, it is my opinion its demise will not be brought about by Saturday deliveries or federal oversight that requires onerous pension payments and restricts its ability to compete with private firms.  It will not be brought about by budget shortfalls or cost overruns.

Rather, the US Post Office will be brought down by the most insidious problem an organization ever has to deal with.  Apathy.

I find myself frequently dealing with mailings of between several hundred and a couple thousand pieces.  This is the type of mailing that is often too small to send out to a full service printer but too large to be done internally without a fair amount of effort and time.  One of my practices, in order to streamline things as much as possible, has been to take a prototype of the mailing to the Post Office to make sure that there won't be any problems.

The problem has been that for almost 50% of the mailings I have done over the last few years, what I am told when I take in the prototype and what I am told when I bring in what I thought was a final mailing is different.  Sometimes VERY different.  It often results in a significant delay in my mailing and a loathsome amount of rework.  Just recently, I brought a mailing in to get the cost of postage.  I was told one amount by the clerk behind the counter.  The next day, I brought in the mailing stamped and ready to mail and was told by the same guy that I had the wrong amount of postage on the mailing.  The same guy.  One day later.

I understand that everyone makes mistakes.  It is a part of being human.

I also understand that one of any organization's best chances to provide excellent customers service that is remembered by a customer is when a mistake has been made.  When a mistake has been made and identified, how your organization responds will have a huge impact on whether the customer walks away for good or not.

How your organization steps up to or runs away from problems has almost everything to do with whether the customer experiencing the problem feels that they are important to you, that you care about them as an individual customer, or whether they are "just a sale."  How much customers feel respected by the offending organization has a direct correlation on positive or negative word of mouth, active antagonism or even law suits.

When I told the Post Office employee that he had told me a significantly different postage rate just they day before, that I had asked him twice if he was sure because I "didn't want to have to do this a second time" and showed him where he had written the wrong amount down for me, he just said "sorry."  When I asked him and the other clerk who was present at the time what my options were, they just shrugged their shoulders with a slight smirk on their faces.  It was obviously not their problem.  They were apathetic to my issue.

I know that the Post Office, as a pseudo-governmental agency, might have limited options.  I know that they weren't going to be able to let me mail my mailings with insufficient postage.  But I also know that neither of the clerks who were confronted with this issue took this on as their concern.  I know that neither of the people I was dealing with cared if they had cost me a weeks worth of work and significant amount of money and a deadline I was pushing to make.  

Perhaps the Post Office can afford apathy.  No one else at the moment can send a letter across the country for 46 cents (except email which can do it for free.)   No one else can deliver bills and magazines and personal messages right to your mailbox for pennies (except for the internet which delivers it to your computer, in the house, for free.)

Perhaps the Post Office can afford apathy but no one else can.  Including their customers and former customers! 

Please let me know of experiences you have had with excellent, and not so excellent, customer service in the comments below!  Thanks!

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