The S.M.A.R.T model of storytelling in the start-up enterprise five "most"

Editor's note: This article was reprinted by Joe Garza in 2015-04-04 in founder Institute, and the Chinese version was compiled by the Heaven Zhuhai Branch Rudder. By combining his years of experience with entrepreneurs and investors in major events, Joe analyzes and summarizes the problems entrepreneurs encounter when they do pitch, and refines s.m.a.r.t storytelling framework models for startups.

I have just returned to Silicon Valley this past few days and traveled around Europe such as Berlin, Lisbon, and Athens for a close meeting with a number of start-up entrepreneurs there. The European tour culminated in the Berlin Silicon Valley Conference, during which I interacted with a large number of other entrepreneurs from afar.

When I travel in different cities and meet with different ambitious entrepreneurs, I will pay special attention when these entrepreneurs do pitch for their businesses and products. In the process, I found that the storytelling of the start-up entrepreneurs lacked a high level of participation, encouragement, and a genuine ability to buy, a storytelling that was really unqualified.

Start-up business storytelling

Whether you're an entrepreneur or a sponsor or even a person who wants to sell yourself, you need to be aware of a global conundrum: how to deliver our ideas to the audience with an inspiring story is the biggest problem we have ever encountered. This is the so-called pitch of our start-ups, and the fact that the goal of this conundrum is very clear and simple is to let others know "what the hell are you doing?"

The root of the remaining problem is how we tell the story. You can't just tell people what you're doing right now, and it's not constructive. And you're probably going back to Silicon Valley's old routine:

"Don't say no to practice, show me." ”

But the downside of this approach is that it only works if your audience really knows what they're looking at and why they need to see your presentation.

So the question is, how are we going to be able to do a pitch to get your listeners to really understand what your story is about?

In fact, it is very simple to put it bluntly.

That's not the point.
This is not a question of presentation.
This is the question of whether you can put me in.

The S.M.A.R.T model of storytelling

Showing your business and products in the form of a story is a very powerful tool for listeners to be highly involved. It introduces a lot of special elements to explain the "what the hell are you doing on the plane" problem. I invented a simple framework model to help you pitch your story the next time for your product or your own, that is, the S.M.A.R.T model of the Story (Editor's note: In fact, this English letter combination of words in English is "smart" meaning. )！

S:set the STAGE-story background

When you are describing the background for your story, your goal is to bring your audience unconsciously into the world of the story you are about to tell. You can even use story backgrounds to influence your audience's positive views, choice tendencies, and level of attention. Here's a good example of some story backgrounds:
-Immerse yourself in it: "Imagine a situation where we walk on the road." On this day you will always be on the streets that walk every day, suddenly ... ". In this way, you are completely bringing your clients into the context of the stories you have crafted for them. If you do good enough, you can just cut into their needs.
-Empathy Dafa: "Here's the story of my friend Lao Wang." As a teacher, Lao Wang needs every day ... ". In this case, you will introduce the audience to Lao Wang's world of life, they will try to use Lao Wang's emotional world to see what is going to happen.
-Data background: "Our country has a total of 250 million registered vehicles in the last year, of which 90% of the owners demand ...". This is in fact a very violent way to direct the big market this data to your audience's head, let them know the story behind the hidden a big business opportunities.

No matter what strategy you take, you have only one goal: immerse your audience in the world in which your story exists. You need to give them a firsthand look at what kind of problem you're dealing with.

M:manage Expectations-expected control

After we effectively mobilize the audience's participation, you have enough capital to dominate the story. If your pitch is a slide show, you can use each of your well-designed slides to answer the questions you've planted in your audience's mind at this stage. This is why the end of the story that we described earlier often throws a series of questions to the listener, because the story is finished and the next step is to say the solution to the problem. And your slides on how to solve these problems are often described is your product.

Keep in mind during the presentation: Make sure that any information you present is intended to be a psychological expectation in the minds of listeners for what you need to demonstrate next. One of the things you need to be aware of about the presentation you choose is that irrelevant information will distract the audience, and eventually you'll probably find it hard to control the scene. Therefore, you need to carefully prepare your presentation information and the questions you want your audience to ask to control your audience's psychological expectations.

A:answer YOUR QUESTIONS-Solutions

This step is obvious. You planted the questions you wanted in the minds of your listeners, and then you were going to answer them for them. Very simple, huh? Take care of this step properly, and everything else will be smooth.

R:repeat the PROCESS-cycle planting and answering a question

We do not at the time of the demonstration in a demonstration of all the problems are planted in the audience's head, or users and you will feel very messy, when the scene will be difficult to control. The process should be to demonstrate a message, grow a problem in the audience's mind, then answer a question, and then start the next loop, such a presentation. By doing so, it's easy to find a very logical presentation to make yourself a very dazzling storyteller star.

T:take ADVANTAGE-Victory

When you effectively push the whole story forward, you have put yourself in a very advantageous position. You're done. You will be able to answer the user's expected questions. This part of the story goes well, and the rest is basically something you can control to drive the plot forward. Before the end, you have one more thing to do, and that is to make a good, valuable summary.

When you're ready to end this storytelling, you need to have a strong and focused finishing touches. You need to be very confident in repeating your exciting goals with a precise word to summarize. And it's not over yet, you should actually invite the audience to interact. If the other person is an investor, invite him to pay, and if it is a potential employee, invite him to the fast-rising rocket (your business) and, if it is a potential customer, invite him to order now.

With this S.M.A.R.T storytelling framework model, I am confident that you can improve your audience's engagement and encourage them to sell more products or services more easily and efficiently than before. This is the S.M.A.R.T model I brought to you:

The last thing I need to mention is that this story is not yet finished, it's only half written here, and the other half will need you to give your opinion in the comments and the results of your S.M.A.R.T model practice.

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The S.M.A.R.T model of storytelling in the start-up enterprise five "most"