Of course, there’s more than vivid stories in Chip and Dan Heath’s book. They also include research results to underpin their claims about the importance about defining moments.
For instance:
“A study of hotel reviews on Trip Adviser found that when guests reported experiencing a “delightful surprise” an astonishing 94% of them expresses an unconditional willingness to recommend the hotel, compared with only 60% of guests who were “very satisfied”. And very satisfied is a very high bar!”
And they summarise their key message in more abstract language:
We can be the designers of moments that deliver elevation and insight and pride and connection. These extraordinary minutes and hours and days – they are what make life meaningful. They are ours to create.”
But the abstract language and research results form only a small part of the book. As a rough guess, at least 80% of the total word count is dedicated to vivid stories showing us the impact of defining moments and how to create them.
Here’s one more example:
The fitness-tracking bracelet Fitbit presents users with awards such as the 747 Badge, given for climbing 40,000 lifetime flights of stairs (which rises roughly to the altitude that a 747 flies), and the Monarch Migration Badge, which is described as follows: “Every year the monarch butterfly migrates 2,500k to warmer climates with the same lifetime miles in your pocket, you’re giving these butterflies some hot competition.”
How smart is that?
What could have been another flight of stairs or another mile of running, is transformed into a memorable moment with vivid imagery. Imagine climbing as a Boeing 747 flies. Picture that Monarch butterfly migrating from the UK to Africa. How exciting is that?
How to make your training unputdownable, too.
In any of the books by Chip and Dan Heath, you see the same “formula” in action:
- Have a strong message to share
- Share a few research results for credibility
- Tell stories to keep readers/learners engaged to illustrate your messages
- Keep those stories short, but vivid.
So, when you write your next training narrative, think about this: What is the key message you want learners to remember? Which story or stories illustrate this key message best?
Your stories can be about yourself, about clients, or stories you’ve read elsewhere. Or sometimes you can even make up your stories.
Enchant your learners with vivid language.
How often do we read training narratives that surprise us and stay in our memories?
How often are we inspired by eLearning writing?
Life is too short for grey voices. Life is too short for abstracts from text books and manuals.
It’s time to have fun, and dazzle your learners with vivid memorable stories.
Come on. Don’t let learners wade through the fog.