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:
- The story has to be relatable. People can relate to cooking for their father on Father’s Day. However, two young kids flying a kite with the words “Omaha Steaks” makes the story ridiculous. I mean, have you ever tried to fly a kite?
- The story has to be sincere. Audiences know when you’re simply trying to pull their heart strings (that means you, Nicholas Sparks). Just because your eyes fill with tears doesn’t mean theirs will, especially if your tears are insincere. If you aren’t moved, they won’t be moved.
- The subject of your story has to matter to you. I’ve seen a lot of storytellers take a subject they don’t really care about and try to make it live. Stories are like lie detectors – your body language is not going to propel the story in the telling. Your mouth may deliver the right words, but your eyes won’t shine with the truth behind them.
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.
5 comments. Leave new
Well I for one found Gary’s kite story to be deeply moving. I was in tears when I pictured the Omaha Steaks kite flying majestically through the heavens, probably even being escorted by several angels in fact.
🙂 – I guess we all did tear up during that story at one point or another for a variety of reasons.
I saw the episode. The story, unlike Gary’s mythical kite, just didn’t fly. Stories can influence, but they can’t subsitute for doing one’s homework. He simply wasn’t prepared and went for an emotional save. Good storytellers everywhere were offended.
I’m pretty sure I welled up the whole time with those stories. The way he told them were deeply moving and I for one think he is the best 😀
Well, Omaha Steaks is selling the kites now, with their Father’s Day special. No joke, take a look at their site:
http://www.omahasteaks.com/servlet/OnlineShopping?Dsp=30