How Do You Start Telling an Engaging Tale?

This morning I spent some time working on the layout of this site. Hopefully it's an improvement. If you look at the top of the right-hand sidebar, you'll see I've added a short definition of "conversational media," since most people aren't familiar with the term.

This definition is the current result of discussions surrounding my earlier post, "The Elevator Speech for Conversational Media." Thanks to everyone who contributed to that discussion -- especially Heidi Miller, who has done some excellent coverage of the art of the elevator speech (which she calls the "two-second statement") in her podcast "Diary of a Shameless Self-Promoter." (Full disclosure: Heidi's a former coaching client of mine.)

I read through the links that Heidi offered in the show notes for her Sept. 22, 2005 podcast. That chain of ideas got me pondering how an "elevator speech/two-second statement" differs from a "definition" -- and how both types of content can help shape any conversation.

I started thinking: I'm missing the point. What I really need is a short definition for conversational media and a two-second statement for myself. Furthermore, each of these key bits of "microcontent" needs to be the beginning of an interactive story, not merely a flat statement...

Heidi linked to this article by Shel Israel, "Story Telling Vs. Product Selling," where Shel wrote:

"I violently agree with [Dave Taylor's] concept that the best way to market is to tell a story, rather than sell, sell, sell. But as I commented over at Dave's blog, I don't think the concept goes far enough in expressing the essential impact of story-telling.

"As Yossi Vardi told Robert [Scoble] and me back in Naked Conversations Chapter 3 (Word of Mouth on Steroids), our culture is conversational. We have been telling each other stories ever since we were huddle together in caves, using berries and blood to paint pictures before we had languages to tell stories. Religion, history -- nearly every aspect of every human culture is built on storytelling. Storytelling is very powerful stuff. We retain the essence of simple stories, well-told, much longer than we recall the three key points in a PowerPoint stack."

Heidi artfully connected Shel's thought back to the two-second statement concept. Again, go listen to her Sept. 22 podcast. (Fast-forward to 14:15 if you like.) She explained that often the most engaging storytelling is interactive.

...That is, the audience isn't passive. Rather, they collaborate with the storyteller to help the tale unfold. They ask questions, contribute their experiences or views, or even branch off from the story begun by the storyteller to spin their own related tale.

If you've ever seen a skilled storyteller in front of a group of kids, you know how this works. The storyteller sets up the scene and action, but quickly offers some leading questions or statements -- like, "But Little Red Riding Hood wasn't alone in those deep, dark woods, was she?..." Kids pipe up enthusiastically in response! The storyteller acknowledges those responses and subtly weaves them into the story -- making each telling of the tale unique, not canned.

Heidi considers a good two-second statement/elevator speech to be not a flat explanation, but the beginning of a good interactive story. The point is to set compelling context in a way that engages listeners and inspires them to ask questions. This gets them involved in the story you're telling.

Also on Sept. 22, 2005, Heidi posted to her blog a great example of how interactive storytelling techniques can turn a two-second statement into a high-quality conversation. Steve Lundin of Big Frontier, a Chicago-based "marketing idea factory," offers this two-second statement for his firm: "We create cultural phenonmenons."

Heidi notes, "[shiver] Doesn't that intrigue you and make you want to ask, HOW?"

She continues, "These are the guys you want to go to to create not a brand, not a marketing campaign, but a cultural movement."

OK, Big Frontier's two-second statement may sound like hype. It may even be hype. But is it compelling and engaging enough to get a conversation started? Yeah, I think so. Maybe not for everyone, but probably for people seeking innovative approaches to marketing or who are intrigued by what shapes our culture.

MY MISTAKE: I REALLY NEEDED A SHORT DEFINITION

Although in my earlier article I asked for an "elevator speech for conversational media," what I really needed was a short, intuitive definition that would help people relate to this new concept. Before I can explain anything about conversational media, I need to help people put themselves in that picture. I need for them to feel connected to, not removed from, a new concept. That means focusing on the familiar elements.

So I ended up breaking this definition into two parts. First, I draw listeners (or readers) into the conversational-media picture and clarify the action:

"[Conversational media is] When we publicly converse with a writer/speaker and each other."

Next, I quickly sketch the "cast of characters:"

"This happens through media such as weblogs, online forums, e-mail discussion lists, wikis, podcasts, social software, call-in shows, and more."

...That's where I'm at with this so far. I'm hoping this quick definition doesn't simply explain what conversational media is, but actually guide people into a more conversational mindset. I want them to focus on the action (the public conversation) first, and the media tools or channels second. Also, I want them to view those tools/channels as media, rather than pigeonholing them under "technology."

Whadya think, does this work? What do you think of interactive storytelling, and how do you do it? Comment below.

PS: Yes, I still need to develop a good two-second statement that begins to tell the story of what I have to offer my clients, but that's a separate issue. I'll deal with that later. So expect the text in the left-hand sidebar under "About Amy Gahran" to evolve. My goal will be to make it the beginning of an interactive story -- not a canned, flat speech.

Comments

[Robert Westervelt]

I’m curious about your definition. And I agree with the concept, but you write: “The point is to set compelling context in a way that engages listeners and inspires them to ask questions. This gets them involved in the story you're telling.”

What is the difference between “conversational media” and a newspaper columnist’s column that appears online? Does that column even have to appear on the Internet to be “conversational?” For years, newspapers have held a dialogue with their readers, allowing a public conversation to take place with their readers through their editorial pages. I have even seen some small community newspapers print in a discussion board style, a dialogue between readers, allowing them to address issues and bring up new issues on the pages.

So the definition is a good start, but it addresses a media that has been going on for years. It doesn’t address the delivery method of that media. “New” conversational media would be through the use of blogs and e-mail to address a wide audience via the Internet.

I’m thinking that bloggers are really columnists with different strengths and weaknesses. For example, some bloggers write long, thoughtful and fact-based columns on particular subjects, while others engage their readers with shorter blurbs and link to interesting articles and Web sites. I’m still unable to address the delivery method and come up with a term that addresses it.

[Heidi Miller]

Amy--

Very thought-provoking! And thanks for all the props. ;-) I wrote a brief commentary on my own blog here.

And I'm still having issues with "(Conversational media is) When we publicly converse with a writer/speaker and each other."

My first reaction was a blank stare and the thought, "Um... like I'm talking to you right now?" I think there must be some mention of the fact that this is happening online, which will pull up "chat room" familiarity for most listeners and give you a jumping-off point to explain how the new media is anything but a chat room.

But since blogs, podcasts and wikis are anything BUT those awful chat rooms of yore, I don't think you can talk about conversational media without mentioning the media. So I might suggest something like,

(Conversational media is) new, online ways to converse about your favorite topic.

OK, the grammar is awful, but you get the idea. The listener is now thinking, "OK, what's my favorite topic?" And then you give examples of the media and how the listener could find out more about knitting, PR, arthritis or what have you through each one.

[Amy Gahran]

Thanks for helping me wrestle with this concept some more, Robert and Heidi.

I'm going to tackle it again in a separate posting.

- Amy Gahran