Training for financial communicators and spokespeople to turn complex financial concepts into interesting stories that appeal to a broad audience. The training goes through the elements of storytelling, examples of great storytellers in history and a roadmap for how storytelling can be deployed in any situation.

1. Storytelling Training
From spokesperson to storyteller

2. Page 1
Introduction

3. Page 2
Why Tell a Story
Audience
Size
Audience
Need
HELP
INFORM
ENTERTAI
N
Search
Linkedin
Twitter
Facebook/In
stagram
WSJ
New York
Times
Economist
Trade
publication
Channels We Go To For These Needs
Buzzfeed
Yahoo
Finance
Audience Needs

4. Page 3
Elements of a story
Plot
Setting
Characters
Conflict
Theme

5. Page 4
Types of Stories
David and Goliath Tortoise and the Hare Goldilocks Cinderella

6. Page 5
Emotional Aspects of Storytelling
Laughter Sadness Anger Hope

7. Page 6
Examples of Storytellers
EducatorsBalladeer Motivators Simplifiers

8. Page 7
Steve Jobs

9. Page 8
Delivering Key Messages
Why shouldn’t we stick to the key messages?
How do we change this?

10. Page 9
How to tell a story
Message
• Who is my audience and
what is the message I
want to share with
them?
Define the problem
• Set up the need for a
solution vexing the
audience.
Mine your experiences
• Bring life experiences to
illustrate the message.
Don’t make yourself the
hero
• Bring the audience into
the story.
Highlight a struggle
• Don’t be afraid to
suggest the road ahead
will be difficult.
Work toward the answer
• Show the way forward
on the path toward
resolution.

11. Page 10
Characteristics of a great storyteller
Empowering
Vulnerable
Giving
Have a Point

12. Page 11
When to tell a story
Employees
Partners
Networking
Media

13. Page 12
Media training a storyteller
As I was saying…
Let’s get back to the adventures
of our hero…
But I digress…
Ah, the plot thickens!
Controlling the narrative

14. Page 13
Leave Them Wanting More
Cliffhangers
Waiting for the
sequel
“I’m going to tell
you a story…”

15. Storytelling
Exercises

16. Unconventional
Storytelling

17. Page 16
Six Word Story

18. Page 17
No spoken words

19. Simplify The Business
Problem

20. Page 19
Untangling Complexity

21. Page 20
Human element

22. Communicating in a
common language

23. Page 22
Exquisite Corpse

24. Page 23
Across languages

25. Page 24
To Remember
Your Plot
Your Resolution
Your Characters
Tell Your Own Story

26. Page 25
The End

27. Page 26
Eric Hazard
Director
Cognito Media
+1 (646) 395-6300
eric.hazard@cognitomedia.com
@erichazard