Podcasts Business Sales Reinvented The Three Forces of Story with Mark Smyth, Ep #311

The Three Forces of Story with Mark Smyth, Ep #311

Published: Aug. 17, 2022, 7 a.m.

Human beings are intuitive storytellers. We look up to certain storytellers and clam up and think \u201cMaybe I can\u2019t do that.\u201d But through practice and utilizing narrative frameworks, we can transform from being intuitive to intentional storytellers. Anyone can be just as compelling as someone they seek to emulate. But in this episode of Sales Reinvented, Mark Smyth points out that it helps if you use the \u201cThree Forces of Story.\u201d Learn more about his framework in this episode!\xa0

Outline of This Episode
  • [0:51] Why storytelling is an important skill
  • [2:11] Can you learn to be a great storyteller?\xa0
  • [3:17] The three forces of story
  • [5:03] Great storytellers are insatiably curious
  • [6:37] Resources to improve storytelling abilities
  • [8:10] Top 3 storytelling dos and don\u2019ts
  • [10:14] Why a compelling story is impactful
The three forces of story

Mark notes that every story contains a familiar structure: A setup, a problem, and a resolution. Act I, II, and III, a beginning, middle, and end. What makes a great story work? You need to include the \u201cThree forces of story.\u201d You want to start with a statement of agreement.\xa0

You clarify: Who is your audience? What do they want? Why does your solution matter to them? Then you introduce the contradiction, i.e. the problem. Without a problem, you don\u2019t have a story. Then you share the consequence or resolution, or \u201cHere\u2019s how I can help you get over the issue.\u201d

Step two is adding in necessary details. The power of a story rests in the specifics. Add in simple things like when it happened, where it happened, who the character is and what their backstory is, what happened, and the revelation.\xa0What will help prove your business point?\xa0

Great storytellers are insatiably curious

Great storytellers are great listeners. You have to be able to put yourself in your client\u2019s shoes\u2014and take the frameworks you\u2019ve learned\u2014and listen for the components of a client\u2019s story. Doing this helps you learn what story to tell at the right time. And when you can repeat their story back to them in a way that\u2019s even more clear, you build trust and connection.\xa0

No one cares how much you know until they know how much you care. Take an authentic and human-first approach to connect with your audience. Storytelling is the greatest human connection tool ever\u2014and more important than ever.

Top 3 storytelling dos and don\u2019ts

Mark shares some great storytelling dos and don\u2019ts:\xa0

  • Don\u2019t repel, do compel: Don\u2019t bore and confuse your audience by leading with facts, figures, numbers, charts, data, etc. without the context of a story. Instead, help your audience understand what you\u2019re trying to say by wrapping it into the context of a story that compels them to action.
  • Don\u2019t be the lightbulb, be the flashlight: Don\u2019t shine the light on yourself. Be the guide that illuminates your audience. Understand what they want, why it\u2019s important, the problem they have, and how you\u2019ll help get them where they want to be. It\u2019s about what you make possible.\xa0
  • Don\u2019t multiply\u2014simplify. Don\u2019t include multiple narratives that will confuse your audience. It\u2019s too easy to let your excitement overwhelm your customer\u2014especially when you know how to solve their problem. You want to tell the world, right? But when you say too much, it\u2019s worse than saying nothing. Focus on the one thing that matters the most to your audience.\xa0
Why a compelling story is impactful

Four years ago on a crisp fall day in the suburbs of Chicago, Mark got a knock on his front door. When he opened the door, he knew he was standing in front of someone about to sell him something. It was a charismatic young gentleman around 10 years old, holding a rake that was twice his size. He introduced himself and explained that he was trying to earn money and noticed that Mark\u2019s yard was full of leaves. He offered to rake his yard.

Mark had been putting the project off for weeks, so it was an easy yes. The young gentleman, Charlie, got to work. Before heading back inside, Mark paused in the doorway and said, \u201cWhat are you saving up for?\u201d Charlie said he was saving up for a gaming system. His parents said he could have one but he\u2019d have to earn the money to buy it himself. Completely impressed, Mark headed back inside. 20 minutes later, Charlie knocked on the door.\xa0He couldn\u2019t possibly be done with the yard.

Charlie\u2019s cheeks were bright red, his nose was dripping, and he had a look of utter defeat written across his face. When Mark asked him what was wrong, he said, \u201cSir, you\u2019ve got a ton of leaves in your yard. It\u2019s so windy, this is the best I could do.\u201d Mark glanced over to see some barely recognizable leaf piles. But he offered to pay him anyway and asked what he\u2019d charge.\xa0

Charlie proceeded to ask Mark to\xa0pay him what he thought the work was worth. Mark paid him a premium because his story was compelling. His story\u2014paired with his oversized rake\u2014made Mark\u2019s day. The look on his face when Mark handed him the money was priceless.\xa0

What\u2019s the lesson? Never miss an opportunity to share your story or discount the power that it can have on your audience.\xa0

Resources & People Mentioned Connect with Mark Smyth Connect With Paul Watts\xa0

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