Mastering Communication Skills: THE DRAGON & THE SLAYER
Other than being an excellent band name, thinking of your message in these two distinct terms will help you find a clear narrative for any pitch or presentation.
Storytelling is at the heart of great communication and informs all we do. Great storytelling is distinct, easy to follow and unforgettable. Using the framing structure found in classic literature and theatre can be the solid backbone around which your message can grow.
MAKE IT PERSONAL
In this tale, your audience are the villagers whose business is facing the threat of a terrible dragon. Thankfully, there is an incredible dragon slayer (your product or service) that will chase the dragon away.
This is a simple structure around which incredibly complex concepts and ideas can be built.
At its core, this story doesn’t engage us - Slayer slays a dragon. The End. Our responsibility, as storytellers, is to make the story memorable and resonate with the listener.
Bringing the audience into your story is essential. The more personal you make your story, the more universal it will become. When you are building out the “village” in your story, you must find ways to draw the listener in; this can be done by finding the universal in the specificity of your story.
Not everyone is an expert in your subject matter. Rather than finding the need to explain every aspect in detail, find the broader elements that speak to everyone. Find the universal in your message; common frustrations and familiar scenarios. Place your audience within your story; your pitch should hold up a mirror so they can see themselves in the challenges of the village and villagers.
Use this time in your pitch to build the world, before the journey or “action” of your story has begun. This early portion of the story sets the tone, simultaneously bringing the audience into the world and laying out the specifics of this shared reality.
Framing your message in the story of ‘The Dragon and the Slayer’ is especially useful when thinking about how to pace your pitch. Nobody wants to hear about a dragon for twenty minutes before getting quickly introduced to a slayer who instantly succeeds. Similarly, you don’t want to get bored hearing about this fantastic slayer when we don’t yet know who they’re fighting.
GET TO THE GOOD BIT
When telling your story, your audience is waiting for you to get to the dragon as soon as possible. This is the jeopardy, the problem that needs to be vanquished
Bring the dragons out early and make them memorable. Dragons are distinct monsters - fire-breathing, terrifying fiends that would be hard to ignore and harder to defeat. Introducing the problem that your audience may face without your solutions should feel equally as distinct and unavoidable. Identify the unique threats in bold, vibrant terms. Don’t meander. Use language that will be recognisable in recall and anchor the iconic nature of the problem.
I NEED A HERO
With the problem(s) established, you need to introduce the dragon slayer who will end the villager’s woes. AKA; your products or services that can fulfil your audience’s needs and protect their assets.
Once our hero has entered, don’t race ahead to get your slayer directly to the dragon. Take your time to make the audience invested. Stories would be dull if every dragon could be slain by just any dragon slayer. There would be no jeopardy and no value in the victory.
What we enjoy as an audience is the circumstances that make this particular dragon slayer destined to defeat this specific fire-breather. Stories are satisfying when specific moments from the hero’s journey, especially failures and learning moments, play in the final scenes; early struggles are vital to a rewarding victory.
Show your audience the mettle of your hero - where they came from, what put them on this path, and why they are uniquely equipped to slay this particular dragon. Of course we should discuss the hero’s strengths, and your pitch will be filled with strengths as unique and distinct as the problem they will solve. Rounding out those strengths with recognisable flaws gives your hero empathy and creates a more realistic, honest character that we will want to champion.
This is where vulnerability in your communication plays a valuable part of any pitch of presentation. Rather than appearing as a weakness that could recur, you have the opportunity to reassure your audience; knowing something has endured failure on the path to success can be a great proof-point of strength and perseverance.
Taking the time in your pitch to fill in your personal history, or the brand journey, will earn trust in the efficacy of your product or services. It will also provide the listener with clear, relatable story beats that enrich the ‘character’ and make your message memorable.
THE SHOWDOWN
Finally, your slayer meets the dragon. With a well built narrative, you have all the components for a satisfying finale that engages your invested audience.
The time you took to introduce the problem with bold, impactful imagery keeps it front of mind with a shared understanding of the threat. Specificity about both your dragon and the slayer gives you the opportunity to showcase all your products and service details demonstrating how well this unique slayer defeats this relentless dragon.
HAPPILY EVER AFTER
Returning victorious to the village, your story will have a satisfying conclusion. Bring the tale back to your audience in their, now peaceful village, no longer under threat of the problems you have solved.
This pacing and framing is familiar and comforting to an audience. By shaping your message to this structure your audience will be buoyed by the familiarity. By thinking of these beats when structuring your message, you can be certain to be free from meandering, safely tethered to the bones of a classic tale.
