Stories shape our beliefs, hopes, and dreams. They tell us about our past and they influence our future. Why? Because. People spend a great deal of money every year on things like books, television and movies simply to experience these stories. Advocacy leaders understand that humans are storytelling animals, and therefore they recognize that knowing how to tell a good story is as important as having a good story to tell in the first place.
When you attempt to persuade members of Congress or their staff to your point of view, what is your approach? Sure, you need hard facts and figures to back up your case, but you've got nothing until you have a good narrative. If you can't win their hearts, it's going to be very difficult to get their commitment.
Think back to the first time you found passion for a cause. What led you to feel so strongly about the matter? Was it charts? Statistics? Or was it a compelling story that changed your perspective, a story that gave the numbers personal meaning and connected with you? So the question is how do you tell the right kind of story to win the hearts, minds and votes of members of Congress and their staff? Members have an average of 13 meetings per day and a typical House office has 28 meetings per day. Among the blizzard of pitches and constituent requests for action, they often face difficult decisions about what issues to support and what actions to take. That's why it's so important that your advocacy engagement stands out in the crowd, and storytelling is one of the most powerful tools to in an advocate's toolbox.
CMF President and CEO Brad Fitch recently informed the Advocacy Leaders Network about the seven elements of effective storytelling. In his keynote presentation, he used both science and examples from movies to illustrate why and how storytelling is one of your most powerful advocacy tools. Using the following elements will help make your advocacy stories more meaningful and memorable.
The Want: Begin with the end in mind. You know where this story is going. So tell the audience exactly where this is going to end to gain attention.
The Opening: Set the stage and establish the stakes. Let them know what you're fighting for and the implications.
Paint the Picture: Provide details and stimulate the senses. Make it real. What did you see, feel, taste and smell. Be practical, specific, and graphic – don't hold ANYTHING back. This is the hardest part of the story and the most vital one. Transport your audience to the setting where you want it to be. Make the audience feel as though it is really witnessing this story rather than hearing it second-hand.
The Struggle: Describe the fight. Clarify what and who you are fighting for. Is it a piece of legislation? The way the system is set up? And what is the effect in human terms? Who are you representing? Allowing a legislator to understand what you are fighting for gives them a chance to join the struggle and be part of the solution. And everyone loves to see an underdog succeed. Turn your weakness into strength.
Discovery: Always surprise the legislator. Including something unsuspected creates a moment that they won't soon forget. Balance the past and the present. Wait until it has the most impact. Then surprise them. Think of one of the best discovery moments in cinema, "Luke, I am your father" from Star Wars.
We Can Win: Introduce the potential of success and joy. Tell your audience how you can win and make it feel like it can be a part of the victory. If you tell a story without a solution, what does it matter? Always say "you have the opportunity to..." Legislators can't do anything unless you are prepared to pass them the baton to carry across the finish.
The Button: Finish with a hook. Have a single sentence that will be your tagline. For an example, look no further than the classic movie, the Wizard of Oz – "There's no place like home." It will be the thing that the Member will think about every time they think about this issue.
You have the opportunity to influence how a legislator feels about an issue by learning to tell your stories effectively. Lift your issues off of the paper by humanizing them. Give your issues lives and backgrounds of their own that motivate legislators to take actions that create a better future.
Create a moment of feeling that will change a no to a yes.
