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I watch political debates through two lenses. The first, of course, is to learn about the candidates so I can make informed decisions. The second is to watch from a communications standpoint. Top communications strategists shape the messages, train the candidates, and prepare them for speeches and debates. From them, we can learn a lot about effective storytelling.
In last week’s debate, I saw several fascinating things (who didn’t? But we’re not going there. I will keep this apolitical today). I wanted to call out one in particular: When Harris talked about reproductive rights, she spoke in singular form. In other words, instead of speaking to women as a whole or a category, she used “her” or “she.” This is an important nuance, and before I continue, I’m intentionally not going into the details of the content of the response, lest this become a political discussion.
In reference to what is happening to women after the Supreme Court overturned Roe v. Wade, Harris said “she’s” sitting on a plane, or “she’s … in a car in the parking lot.” which is far more powerful than referencing a subset of people. It’s counterintuitive that speaking about a single person is more powerful than a group.
Here’s why: The singular person makes it more personal. The plural is generic.
The incredible power of stories lies in their ability to make your message personal. They are personal in the language you use, personal because they come from the heart, and personal because they go to the heart of the listener, creating a strong sense of engagement and connection.
Whether you are an individual or an organization, we are people interacting with people. ←– this. I’ve never understood the notion that B2B communications should be treated differently than B2C. Bs comprise Cs.
I like to think of a story as curated moments of activities, experiences, and behaviors. In our context, stories are real, not made up. They are a reflection of the actions and experiences you deliver, influencing your stories in a genuine way. In Let My People Go Surfing, Yvon Chouinard said, “Patagonia’s image arises directly from the values, outdoor pursuits, and passions of its founders and employees. Ironically, part of Patagonia’s authenticity lies in not being concerned about having an image in the first place. Our image is a direct reflection of who we are and what we believe.” This authenticity reassures the audience and builds trust.
Here’s my take on this.
Show by doing.
In a conversation with a client today, he mentioned a donor gathering he hosted last week. In this gathering, he stood and shared a few impact stories. These were specific stories that demonstrated their partnership and efficiency. On his way out the door, a donor handed a check for $10,000 not because they were asked but because she felt compelled to do so in hearing their work. This significant donation is a testament to the power of storytelling in fundraising.
From day one, our philosophy with this client has been to show by doing. This client, a non-profit organization, faces a unique challenge in fundraising. Most of their funding comes from taxpayer dollars, and they’d like to increase fundraising to diversify revenue streams. However, using taxpayer dollars to fundraise is illegal. This situation underscores the importance of ‘showing by doing’ in their communication strategy.
Essentially, they don’t have a choice, but you might. You could spend a lot of time telling. You could also show by doing.
It’s captivating.
Take care out there.
PS. Get your stories together! November, December, and January are perfect times to prepare for 2025 with my Storycoaching program. I have only a few openings for this one-to-one engagement that lasts three months.
If you are a senior or emerging leader, entrepreneur, or technical and service professional, this is a great opportunity to get an outside perspective and to craft a stable of 3 to 5 stories you can use in your upcoming presentations or meetings. Comment below or contact me if interested, and I can send you the details.
SOME WAYS I MAY BE ABLE TO HELP YOU AND YOUR TEAM:
LEAD YOUR WAY: This mentoring/coaching program is designed to help you step into your leadership and show up as your best self so you can communicate to connect and amplify your impact.
COMMUNICATE TO CONNECT: In my storytelling workshops, I teach leaders of all capabilities how to engage authentically with their teams, community, and stakeholders to create meaningful connections that build trust, increase team engagement and lead to better fundraising and revenue generation.
Did you have something else in mind? Let’s talk and see how I might be able to help. Contact me and we’ll schedule a chat.
Stay in touch.
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