Page 281 - ConvinceThemFlip

the secrets of the great communicators
Story Speak builds bridges from the rational side of the
human mind to the sensory world; it is a way of linking
our internal imagination to external reality. Use it in your
everyday communication and in your speeches.
Capture the imagination and move an individual or
group to action in four steps: Attention, Interest, Desire,
and Action. To do this, you can use three distinct tech-
niques: Shish Kebab, I-KOLA, and Stepping-Stones.
Shish Kebab
A shish kebab has a hook, where you grab your audi-
ence’s attention; a point, which is your main message;
steak, your hard data; and sizzle, something fun to create
emotional involvement. It is used to make fast, powerful,
memorable presentations.
I-KOLA
An I-KOLA (acronym for “is kind of like a”) makes
complicated concepts sound simple, interesting,
and memorable using lively, accessible similes and
metaphors.
Stepping-Stones
Stepping-Stones offer a concrete storytelling structure
that engages the audience. It involves setting the scene
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