Article #2
The Perfect Story
Making Non-fiction Fun & Exciting
Growing up as a child (and still to this day), I've enjoyed adventurous hobbies such as saltwater fishing, rock climbing, and skiing. The enjoyment not only comes from performing the activities but also from sharing my stories with family and friends.
It could be...
Hiking the backcountry San Gabriel mountains with snowshoes in winds up to 30 mph and ski down Mt. Baldy;
My 35-foot climbing fall in Yosemite when my attentive friend caught me 4 feet above a ledge, saving me from a broken spine;
or
The 98-pound tuna fish caught on light tackle just before the boat turned towards home.
Tuna fish caught at Tanner Bank after a 45-minute battle.
Hi, my name is Andrew and It was always easy to get others to listen to these stories filled with "edge of your seat" action. They were remembered almost as if the listener was engaged in the action themselves.
But when I tried to tell business stories, it seemed as if no one was listening. Was I telling the wrong story? Did I need to perform a skit or do cartwheels to get people to pay attention?
I wanted to use storytelling in business to help customers remember my products and service. It didn't matter if they remembered all the minor details, but I wanted them to remember the big benefits of the products I was selling. If they remembered, they would benefit, and so would I!
But I didn't know what I needed to do until I followed a proven script. Before we get into the details on how to structure your story, I want to let you know, a great story in itself will not be the game-changer for your business.
Your story needs to be related to you, your business, or your customers. I found this out because I started telling the correct stories, but my customers were buying from my competition.
I remember asking them if my story influence them. They said,YES, but there was no reason for them to buy from me. I helped them get the product and service they needed, but their success didn't have to come from my product. Naturally, they went to whoever had the lowest price or was the most convenient. Sadly enough, it wasn't always me.
I'm all about customer wins. This is always great news, but I prefer a WIN/WIN situation over a WIN/LOSE. Remember to make yourself happy and have your business be at the center, so all roads lead back to your business.
I'd like to give you the six steps to an exciting and influential story. We'll do something fun and relate these steps to the Academy Award Winning movie, Gladiator.
(Even though this is not a business oriented movie, it is a widely-known example of the structure Hollywood directors use. Gladiator was a $460 Million revenue film.)
Let's check out how the Story Arc above is used in Gladiator.
It all starts with the backstory. Maximus, played by Russel Crowe, is on the battlefield fighting for his country, Rome. He has two desires. The obvious one is his external desire. He wants to fight for Rome and win battles. And, he also has an internal desire. Maximus dreams of the day he can go home to be with his wife and children.
This gives us context for the story builds a strong foundation. But Maximus then stumbles upon a large obstacle. His friend and emperor, Marcus Aurelius, was murdered by his son, Commodus, who sought to steal the throne.
Commodus immediately had Maximus' family executed and attempted to murder Maximus. Unfortunately, the death of his family took Maximus over the limit, and he was picked up as a slave. The new duty of Maximus was to fight as a gladiator for the entertainment of others. This was a low point for him. For the first time in years, he was lost.
Although Maximus went from being in high ranks, as general for the Roman army, to a slave without rights, as a gladiator prisoner, he possessed a unique talent. He was one of the most skilled gladiators ever seen. Once Maximus proved his skill and value, Proximo, his owner, revealed to Maximus that he could make his way to Rome as a gladiator. Here, he could meet his enemy, Commodus.
Maximus is then taken to Rome, where he would soon make his way back into the city he knew and encounter a new opportunity to face Commodus. He planned to take revenge as quickly as possible. This was something no gladiator had done before.
After winning an unlikely battle inside the great colosseum, Maximus experiences an intense conflict. Maximus is eye-to-eye with Commodus and has the choice to execute him immediately or wait till later, and hopefully save Rome from Commodus' evil dictatorship.
Being the hero that Maximus is, he decides to go the unfamiliar route of not choosing violence. His choice to be more diplomatic was a new one, but this was the path to the overall success he wanted for Rome.
Once the decision is made to save Rome, Maximus engages in politics with his old lover, Lucilla. She told him that, for a moment, he became more powerful than the emperor inside the gladiator arena. Maximus had influence and leadership over Commodus and the people of Rome. This was the very beginning of his achievement. Maximus knew he must act quickly and come up with a bold plan to rid Rome of the evil emperor.
The story ends with a one-on-one battle between Maximus and Commodus inside the great colosseum. The fight results in the death of Commodus and the reestablishment of Rome as a republic. This achievement had many milestones along the way, such as successful politics, gladiator team building, and of course, expert swordsmanship. All of these pieces resulted in the end of the evil emperor.
Even though this is near the film's end, the story is not over. There is something beyond the achievement. This is the transformation.
Maximus also dies in the arena due to an unjust wound inflicted upon him before the battle. Although his death is mourned, Maximus is reunited with his wife and son in the afterlife. He fulfills his one wish, which was told to us at the very beginning of the film. Maximus is transformed and goes home to be at peace with his family.
You can see how this story twists and turns to keep every viewer engaged throughout the entire film. I don't know about you, but as I am writing this article, the emotions of the film captivate me all over again. It has been multiple years since I've seen Gladiator, but as I am writing, it feels exhilarating!
The six-step story arc you experienced in Gladiator is the same sequence we use in non-fiction books to keep them fun and exciting. Most readers and authors think of non-fiction as mundane but valuable text. If you've ever experienced yourself trying so hard to push yourself to finish a business book, I know the feeling.
I like to call these textbooks. But, you never had fun and enjoyed reading a high school or college Organic Chemistry book, did you? They were strictly informative, so we need to include a story to keep things exciting and memorable in business writing.
Our authors are always seen as "the hero" and are put directly at the center of the action. This doesn't mean they never make mistakes or always succeed easily. That would be far from the truth. Conversion Publishing authors tell an exciting and HONEST STORY about their life lessons. In turn, this leads readers to connect with them on a personal level.
- Andrew
If you want to learn more about why successful businesses use story, or connect with us and read the chapter in our book:
The Power of Story
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