Unleash the Power of Storytelling: Win Hearts, Change Minds, Get Results by Rob Biesenbach

Author:Rob Biesenbach
Language: eng
Format: epub
Publisher: Eastlawn Media
Published: 2018-02-18T17:00:00+00:00

4. Interview Others

Your employees, customers, members, volunteers, and other constituents are a rich source of stories. Sometimes those stories come to you — in the form of letters, emails, and online reviews. Other times you may have to hunt for them.

Put together a list of possible “characters” from your chosen audience. Think about people who have a positive point of view and who are good at expressing themselves. Then sit down and interview them. Record it on video if you can for sharing with others.

Your customers will appreciate a peek into the lives of the people behind the product. Your employees will benefit from stories from satisfied (and unsatisfied) customers. Donors will be inspired by the stories of those they’ve helped.

Sometimes the process will be simple and straightforward. If you already basically know the story, it’s a matter of getting your interview subjects to put it into their own words and give it some texture and personality.

Other times your hunt becomes more of a fishing expedition. You don’t know what you’re looking for, you just know you’ve got a great character who probably has something important to say.

In that case, here are a few of my favorite interview questions (which are similar to those I recommend in Chapter 4 for tapping into emotion):

• What did you want to be when you were growing up?

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