Great communicators are all around us. What is it that makes someone really connect with their audience? In other words what is it that makes someone engaging?
As a blogger, I have consistently tried to find the key to creating compelling content. That is the “buzzword” that is used by the writing gurus—create compelling content. Create relevant content.
So I watch TED, to study great presenters. When I read other blogs I always look for the factors that keep me glued to the page. For fun I study great improvisational stars like Wayne Brady and Jerry Seinfeld.
Last week I was watching some YouTube videos of Bill Cosby. I grew up watching Cosby. Young people these days don’t appreciate what a great comedian he was…and still is. He has so many “classic routines.” The one readers of this blog might be interested in is “The Dentist.”
While watching I realized that Cosby’s skit was a great story. It contained all of the components of story...exposition (how people generally feel about dentists), rising action (each particular incident or possible turning point), crisis and resolution. Of course he added much of the laughs…but as dentists we don’t really need to be comedians…just storytellers.
Our patients come to us with their own individual set of circumstances…our story reveals how and why patients come to us. We expose their struggles with the common obstacles to completing treatment…money, fear, time, trust and sense of urgency. We explain whta they did to overcome those obstacles, and finally we show our completed cases. These stories engage.
Cosby didn’t make that story up. He borrowed it from his own experiences with the dentist…it was very authentic…engaging and compelling. That is why he has connected with so many people through the years. He delivers his messages in the form of story, something that business leader Annette Simmons says is the best way to engage an audience.
As dentists we need to become master storytellers. Tell stories from your own practice. Engage your patients with great stories…use photography to tell your story.
My favorite Bill Cosby story is The Chicken Heart that Ate New York…enjoy:
What’s your favorite story?