Kindra Hall

Author, Speaker, National Champion Storyteller, Keynote

1. Avoid Industry jargon, like "time freedom."


2. Size doesn't matter: not every story has to be gut-wrenching.


3. Don't just allude to the story, tell it.

Key Takeaways

Stop Alluding to the Story and Tell It

Stories Sound Like Life

The Science of Stories
People don't buy products; they buy the story of what the product will do from them, Kindra Hall said; building on the oft-cited mantra, “facts tell, stories sell. “ But digging deeper into why stories work, she gave the science that validates why.
    
Cortisol and oxytocin, the chemicals responsible for increased focus and attention, and trust and connection, respectively, are increased when listeners are engaged in hearing stories. In an industry where stories are paramount, but the focus is often placed on science in place of a story. Hall didn't linger on the science aspect but instead dove into what a story is and isn't.

 

Stories Sound Like Life
Stories aren't merely a checklist of results transformed into a paragraph. Moreover, as compelling as they are, stories also aren’t before and after pictures.

Instead, stories share the way a person feels before (using the product), what they think after (they use the product) and whom they see themselves becoming as a result (of the product.)

Stories include characters to care about, involve emotion, and there's always something at stake. The problem, Hall said, is that our marketing often alludes to a story without telling the actual story.

It's not the magnitude of the story, she said; it doesn't have to be a tear-jerker or gut-wrenching. However, the decision to tell the story rather than citing the benefits is a decision that will result in focused attention and then trust and connection; based on the science of the chemicals released during and as a result of storytelling.

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