How to find the heart of your story and truly connect with your audience
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Stephen Follows, creative director, Catsnake Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
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How to find the heart of your story and truly connect with your audience
- 1. Story, Story, Hallelujah Presented by Stephen Follows Creative Director of Catsnake stephen@catsnake.com @stephenfollows5th March 2020 How to find the heart of your story and truly connect with your audience
- 2. 2 stephen@catsnake.com Stephen Follows, creative director at Catsnake • Catsnake is a story agency, focusing on the third sector and social impact 1. What is a story, and why they matter 2. An exercise to find your story 3. Finding and honing good stories
- 3. 3 stephen@catsnake.com Finding the heart of a story • Your audience is students at Finchley College. • What’s the main story here… – Charles Pledge, the principal of Finchley 6th Form College, announced today that the tutors of the college will travel to Glasgow on Thursday for a symposium in new interactive teaching methods. Speaking there will be anthropologist Margaret Smith and Robert Hutchins, the president of the University of Wales. – Headline: "No school on Thursday”
- 4. 4 stephen@catsnake.com 4 Why stories matter
- 5. 5 stephen@catsnake.com The three truths about stories We all enjoy stories Deep down, on a primal level Stories inspire action Far more than logic or reason Stories affect us We feel connected and personally involved
- 6. 6 stephen@catsnake.com Once upon a time…
- 7. 7 stephen@catsnake.com … in a land long ago… 250,000B.P. 200,000B.P. 100,000B.P. 10,000B.P. PresentDay Homo sapiens Stone tools Mitochondrial Eve Fully modern humans Farming Brexit Fudge iPhones Spoken language 150,000B.P. 50,000B.P.
- 10. 10 stephen@catsnake.com Identifying and building meaning • What is the story about? (not the plot) • What do the characters learn? • What would a caveperson understand? Irrational love beats received programming Nothing is impossible You have to give up who you are for love
- 11. 11 stephen@catsnake.com 11 Telling your story
- 12. 12 stephen@catsnake.com Telling your story • In pairs, take it in turns to discuss your organisations • Speaker: In 90 seconds, describe your organisation. What you do, how, for whom, why, who supports you, etc. • Listener: Don’t take notes, just listen. • Swap. • Write down a few sentences to sum up your partner’s organisation. • Don’t check with them and don’t let them see what you’ve written.
- 13. 13 stephen@catsnake.com 13 Spotting and honing good stories
- 14. 14 stephen@catsnake.com DRIVE ACTION SUPPRESS ACTION POSITIVENEGATIVE The emotions which drive action Awe Excitement Humour Anger Anxiety Contentment Sadness
- 18. 18 stephen@catsnake.com The Golden Theme We Are All The Same
- 19. 19 stephen@catsnake.com 6 questions to help find the heart 1. When you tell friends, what do you lead with? 2. What questions do people always ask about it? 3. What does it represent? 4. What would a caveperson identify with? 5. What common themes do you find when talking to people about it? 6. When and how has something similar best been expressed in the past?
- 20. 20 stephen@catsnake.com Stay in touch For these slides, or to just swap stories, email me at stephen@catsnake.com Twitter @StephenFollows
- 21. 5 March 2020 Conference: Changing hearts and minds: social science insights for communicators
- 22. Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk