The process of using story to move your mission is not a one-time effort. It takes an intentional consistency to continually tell your story in a way that sticks.
Let's start at the beginning.
Your church client, probably a lead pastor, has an idea, calling, vision, and purpose for what they see their mission in the world to be. As a leader, they have a passion for spreading that mission. Not just to those who are part of their community but also to those who hope to join the community.
... we must all learn that our audiences pick us for our ability to tell a story that resonates with them.
Unfortunately, we've all probably learned that it is not enough to say, "Well, because I said so," to effectively bring people along on that mission.
It's just not going to work.
This may be hard to hear, but it is true. Most people don't think like us. They don't want to be us, don't believe what we believe, or have the same goals as us. Instead, we must all learn that our audiences pick us for our ability to tell a story that resonates with them.
And that all starts with an ability to empathize with who they are.
The power of a good story
Stories have a unique ability to shape how others see people, see themselves, and see the world. They have the power to bring us from the point of being unknown to belonging—from belonging to being connected—and from being connected to being active. They have the power to engage an audience and build a community with a shared idea of who they are and what they are trying to do.
When it comes to launching pastors' visions and sharing their missions, a well-crafted story will draw people in and connect them more profoundly than any facts, studies, or PowerPoint ever could.
A London School of Business study found that when people hear statistics alone, "they retain only 5% to 10%" of the information. In comparison, "when stories are used to convey the same information, retention jumps to a remarkable 65% to 75%." So, when it comes to launching pastors' visions and sharing their missions, a well-crafted story will draw people in and connect them more profoundly than any facts, studies, or PowerPoint ever could.
If only our potential church clients could tell theirs well. Right?
What makes an engaging story?
While there are many approaches to creating an engaging story, our clients' stories, if they're to be successful, must have the following three ideas central to the narrative. Because while the power of their story will rest on their ability to empathize with their audience and its needs—these three concepts will make or break whether the audience is willing to hear them out. So share these thoughts with your clients, suggests Dave Milam, vice president of strategic design with Visioneering Studios in Dallas.
1-Are you authentic in the story you are telling?
Author Seth Godin (books Purple Cow and This Is Marketing), uses the concept of "people like us, do things like this" to describe how building an authentic story can help influence your audience. And while the word "story" can often be associated with something made up or fake, there is no quicker way to alienate and drive away people than telling them an inauthentic story. However, when a story is rooted in the truth of who your client is, people will flock to it, eager to drive that story (your client's mission) forward.
There is no quicker way to alienate and drive away people than telling them an inauthentic story.
2-Are you consistent in the story you are telling?
Do you show up daily—living your mission in a way that shows your commitment to it? The process of using story to move your mission is not a one-time effort. It takes an intentional consistency to continually tell your story in a way that sticks. Right around the time you feel like a broken record is about the time someone will either a.) hear you for the first time, or b.) say to themselves, "Hmm, that sounds familiar."
3-Are you credible in the story you are telling?
It's possible that this is just another way to say "authentic," and yet, your client's credibility (honesty) in telling the story of their mission will go far beyond any other effort they put forth. When they show up daily and live their mission authentically, they bring credibility to it and the story they are telling.
With that authenticity, consistency, and credibility, your clients bring rocket fuel to their missions—launching them into reality in ways they may never have dreamed possible.
