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Storytelling – How to invite your customer into your story

Kathy Hansen, who writes at A Storied Career , and who I admire a lot (okay, she’s a hero!), has a new series of interviews starting on her site. In the past she has posted interviews with many of the best and brightest in the field of storytelling. She got a head start on the new series with David Willows , who is director of external relations for The International School of Brussels in Brussels, Belgium. Here’s a link to the first post of the interview Q&A with a Story Guru: David Willows: Marketing Is About Telling the Story and Helping Audience Members Find Their Place in the Story .

Kathy has been running a piece from the interview with David almost every day for the past week. The post she did today, prompted by a question from one of her readers, is terrific and is what prompted this post from me. Following Up With David Willows: Helping Folks Find Their Place in the Story

The reader asked what David meant by helping others to find their place in that story. David’s response to the question is beautifully stated. Here are the “money quotes” so to speak.

“Great stories don’t leave us for very long as passive “observers.” Instead, they engage us, challenge us, and invite us to join in; and we find ourselves literally playing a role in the story — imagining ourselves as the would-be hero, the victim in need of rescuing or even the rogue!”

“First, it falls to some of us to narrate a story of education that is powerful and engaging. That’s key to effective marketing. Then, whether we are talking about prospective families, possible major donors or sponsors, future teachers or the students themselves — we then need to find ways of helping these would-be actors feel that they are part of the unfolding story; ways to make them literally imagine themselves as featuring in the next chapter; envision precisely how their gift will have a transformative effect; or simply imagine themselves as included, challenged and successful students.”

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