Chapter 4: Show - Video Clips
One of the best books I’ve read on how to use story in a professional setting is Resonate by Nancy Duarte. You can get it for FREE(!) here via her website.
Also, here's a quick video from 2011 of her explaining some of the key components of a great story or presentation and how to craft something people will never forget:
In this chapter, I share the powerful story of Derek Redmond, the sprinter from the 1992 Olympics. Here's a quick video capturing the actual events of the famous race - and finish - Redmond and his father were involved in:
One of the more profound experiences I've had was hearing Earl Nightengale's original recording of The Strangest Secret for the first time.
Here's a YouTube video of the actual recording, including an introduction by Nightengale's wife.
Something that cannot be emphasized enough is confidence. If you don’t believe in who you are and what you’re trying to achieve, why should anyone else?
And here’s the secret: You need to act as if what you want to achieve is already reality.
For instance, before anyone ever heard of grunge music or bands like Pearl Jam, (one of the most popular rock bands of the past 25 years) there was Mother Love Bone.
Formed in the late 1980s in Seattle, Washington, Mother Love Bone was led by a larger-than-life singer named Andy Wood.
One can argue that without the inspiration and infusion of confidence Andy Wood delivered to the future members of Pearl Jam and other local bands like Soundgarden (he and Soundgarden founder Chris Cornell were roommates and wrote music together), the entire “Seattle Sound” might never have happened!
Here's a quick video from PJ Twenty featuring Andy Wood and his impact:
One of my favorite phrases from this chapter is "info-tainment," and nothing illustrates that approach better for me than going "Vanilla Ice" on my audience during presentations!
Thanks to the power of YouTube, I have the ability to re-introduce the wonders of the "Ice Ice Baby" phenomenon to those of you who weren't around to see it for yourself during the late 1980s:
Love him or hate him, Apple's Steve Jobs knew how to sell. His product launches for the iPod, iPhone and other Apple products became the stuff of legend. His advertising campaigns combined information and entertainment while establishing the difference between Apple customers and “everyone else.”
Here are a look at two of my favorites. First is the 1997 "Think Different" spot, and second is the "I'm a Mac. I'm a PC" spots from the early 2000s:
About a year ago, I created an online training program and book called LinkedIn Riches: How to Leverage the World’s Largest Professional Network to Enhance Your Brand, Generate Leads and Increase Revenue!
In order to sell LinkedIn Riches, I created a free online webinar that took attendees on a journey through storytelling.
It started with my story — quitting the safest, highest-paying job I ever had to start my own marketing agency from scratch. Along the way, I shared photos of my kids and some funny stories about my personal life, along with my dreams and passions outside of work. I wanted people to get to Know and Like me as quick as possible.
Next, I walked the audience through my fears, failures and stumbling blocks, helping build empathy and understanding. Then I shifted gears, showing them how once I discovered this special recipe for success using LinkedIn, my business exploded.
I then demonstrated, live on the webinar, exactly how to use LinkedIn to instantly generate tons of sales leads. I walked attendees through the specific scripts, strategies and styles of engagement I use on the platform to cultivate leads and close deals. I spent almost an hour giving away some of my best tricks, tips and tactics for using LinkedIn to generate leads and grow their businesses. I knew it was critical to earn their Trust before I asked for anything in return.
Here's the entire webinar. Watch it and note the way I deploy the storytelling techniques and info-tainment discussed in this chapter along with several other strategies before I get to the sales pitch: