Stories don’t automatically capture the attention of an audience. Just ask Gary Busey on “Celebrity Apprentice.”
Last night the celebrities had to conduct a cooking demonstration in front of the executives of Omaha Steaks. Gary decided that telling a story to tie the steaks to an emotional moment might sell their presentation. His heart was in the right place.
Then he started his story about two young children wanting to surprise their father on Father’s Day. Good start. They fixed him a steak, and he was moved. Gary still held the audience. Then he talked about the father walking outside and seeing a kite being flown in the sky that read, “Omaha Steaks.”
At this point Gary knew his story wasn’t connecting, and he began to ramble.
The only thing more powerful than a good story is the power of a bad story. If you want to move the heart of your audience, then ensure the following occurs:
So, Gary Busey, you should have called me before that Omaha Steaks presentation. Or, you should have told a story about your father who loved steaks. Audiences aren’t stupid – they know when you care about your topic. People are more animated when they talk about something they really care about.
Make sure you use stories in the right way, at the right time, or like Gary’s kite, they won’t fly.