How To Tell A Story That Moves People

(Book Excerpt From The Power of Storytelling – Great storytellers focus on the audience. They have done their homework, they know who they are speaking to, and they pay close attention to how the audience is responding, whether through their words, their laughter, or through their eyes and body language. Only when you truly know your audience can you make your message about them. That is what creates influence, and the most important facet of making it about them is to tie your message into their primary motivations. If you find out what drives them, what their hot button is, and make your message align with that drive, you are golden. Researchers have identified four primary categories that motivate people. I call them the four P’s: Pleasure, Prestige, Payoff, Productivity. As we examine them, it’s easy to see how each has universal appeal. Pleasure – People naturally seek enjoyment.
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