I read a good article about the power of telling stories when you give a presentation, the other day and then I was reminded of it again when I heard the latest radio advert for a Mercedes E-Class, which is running in the UK.
The advert goes something like:
My name is Christian Slater. The craziest thing I ever did has to hitchhike from Bitterwater to San Benito in a 110 degree heat. Nobody stopped, I had nothing to drink, my mouth was dry, every car that drove past kicked up a little more dust, and my mouth got a little dryer. I wondered if it was possible to die of thirst right there in broad daylight on Highway 101.
I started walking and then I saw it, an orange grove. Man I picked the biggest sucker I could find.
But do you know what, I peeled that orange real slow, divided it up and only then did I put a piece in my mouth, and let that sweet sharp juice come flowing out.
I’ve eaten in some of the best restaurants in the world but nothing’s ever tasted as good as that orange, that day.
Pleasure comes in many forms, the new E class From Mercedes Benz is just the latest.
There is another from Danny Glover relating how he listened to Miles Davies at the back door of a club in New York and Philip Glenister on the sweet sensation of a well hit golf ball. You can listen to them here.
Maybe it is just because I am a good fit for their target market, but to me these adverts are far more powerful than ones which list the number of BHP, the MPG, the size of the boot or the quality of the build.
So next time your are giving a presentation, instead of listing off the features and benefits, try telling a story instead. Involve all the senses and you may just find another way to give your audience pleasure and yourself some satisfaction.