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Good morning Facebook, good morning - just! Oh it's just before
lunchtime so hoepfully we'll get some of the lunchtime crew on the video. So today
I'm talking about storytelling and there's two reasons why, one is because
Adam is doing a daily video about storytelling, it's a bit of a rant actually, we
were having a good rant this morning about it and I told him a bit of a story
that I had myself, and it was about a guy called Gerald Ratner, which for those of
you that are my age and below, so I'm 34, so sort of 35 and less, you probably wouldn't
remember Ratner's. If you're 40 plus you should remember Ratner's. So I'm gonna
tell you this story first so hopefully it makes some sense to some of you, and
then I'll tell you why it's important about stories. So Ratner's was a jewellers
and it was ran by Gerald Ratner, his dad first, and then Gerald Ratner eventually
took over. When he took it over the he had a loss of three hundred and fifty
grand that year, something like that, and in the next eight years - oh and there
were seventeen shops - and then in the next eight years he took it to something
like a thousand plus shops, 120 million profit, 1.2 billion turnover,
really transformed the business, and this was all during the eighties. Now
Ratner's and the brand during that time, people must have thought they were
unstoppable, they were taking over people for fun, it
took over H. Samuels, a company called Zales, Ernest & Jones, and then you
had a 500 stores in the U.S. at that time as well, and this was all going
swimmingly at that point for Gerald Ratner, he was doing very well and he was invited
to the Institute of Directors to do a speech about business to a bunch of
other businessmen - for those of you that are not UK-based, the Institute of
Directors is like a group you can join if you're a
director of a business, it's probably still
quite grey and suit based if you know what I mean. Traditional directors - I'm a
director of a company, I don't feel like I'm a traditional director in that
sense, it seems a bit old-fashioned to me, but anyway, so he went to this Institute
of Directors and if you watch the videos done in 1991, it's on YouTube now, I just
searched for Ratner's or Gerald Ratner, and at this speech he said how
his jewellery was crap - that's the story that goes, that was reported in the press.
Now I watched the speech and actually he made a couple of jokes about his
jewellery, and he said how this particular decanter he had that came with some
crystal glasses was cheap basically, and he made a big joke about it
but then he went on to say but we sold a quarter of a million of them, so the
point there was really about the fact that even though they were cheap and
some people thought they were crap, he sold a quarter of a million of them which
was huge, you know, and he's talking to directors, so he's kind of getting that
message across, but the papers then went and destroyed him, they said that he said
his jewellery is crap and, you know, he was mocking the sort of everyman because
this was a rich playboy, you know, in a time where there was a recession - the
recession hit at the sort of the late eighties, and Gerald Ratner basically
lost his whole business so, and I looked at the business recently in the business
turned over X amount of money, paid four hundred and fifty million pounds to its
shareholders last year, so he had this business he created, it was a family
business, he built it into over a thousand stores and then he lost it all
because the tabloids, the red top's, they took that small part of the story
and they destroyed him throughout. Now why this is important is because I
was speaking to a guy who I work with, like I say, he's 40-plus and I said oh do
you remember Ratner's and he said yeah, yeah he said, if they sold
pitchforks now I would take my pitchfork to that
guys house because he was an absolute bastard, that's I think, that's the word
he used, something to that effect and I was like, what are you talking about?
Like I've been listening to this guy's autobiography and I think he's amazing,
like a proper entrepreneur, you know, managed to turn it round and made a
couple of million selling some gems and stuff after he lost everything, so I was
really inspired by the story, but of course the narrative in this guy's head
was about the story that the tabloids put across, and and it's deeply in his
brain, you know, like when he said about the pitchforks, he was not joking
he was saying that the story that was there was so powerful that twenty years
later - twenty years - it was still in him that he would take pitchforks and go
to this house. This is a guy, Gerald Ratner, you know, I was listening to
this story in his autobiography, he has a family, he has kids, he has grandkids, this is
a normal person and you want to take a pitchfork to his house. Anyway, so
that shocked me right, I was just - yes, Natalie that's it, that's the exact one,
yeah, fascinating story, if you've got Audible, it's read by Gerald Ratner as
well, it's definitely worth listening to, it's about five hours long, listen to it
on 1.25 or on a half speed you'll get through it no problem. So this is what the
main point about this is about the story, right, so there's two parts of it,
one is about how the story connects with the people emotionally at the time, the
context was around the recession but it had a deep emotional connection, so
when this guy, the colleague that I'm working with referred to it from
20 years ago, it was still within him, he still had this deep connection and when
I asked him I said where do you get this feeling from? Why do you have
this hatred, and it can't be described as anything else other than hatred. He said
Well, you know, that's what was reported in the media, he was a rich
playboy, just sort of making us, you know common folk look like idiots, basically,
and that's not the case, you know, he's - Gerald Ratner's got his own
side to that story, it didn't seem to be misreported in the press, but it touched
those people deeply, it connected with them deeply, and for me
that just proves the power of storytelling - if you can connect with
people in that way, they're going to remember you, good or bad. I'll say that
I've done a Facebook live every day since the start of the year,
Adam's been doing videos every day, he's on over 50 videos now, and there
will be one or two things within those videos or in my lives that people
remember, that they connect with, that touches them personally, that makes them
think and they say it to me, you know, when I meet them they say, I saw that
Facebook live and it's not the one where I rant or whatever it might be, it's the
one that connects with them specifically, and why this is important, why I'm
doing what I'm doing this Facebook live is to say to you what are you doing to
tell your story? It's all good being like, oh I'm Matt, I'm the businessman, I've got
this business, and we sell these things - no one really cares, but if you ask them
like, why you sell it, you know, there's that Simon Sinek book, Just Start
With Why, if you ask them why you're doing it, that's more interesting, it's more
emotional, I can connect with you on that front, if you tell me the stories that
you had along the way to get to where you're going, or get to where you are now,
that's more important to me, I appreciate that story more because you
tell me things where you're not showing me the highlight reel - we talked about that
before as well - you're telling me the ups and downs, and what happened as you got
to that place, so think about it, if you're running a business and if you're
trying to sell your shit whatever your shit may be, think about the stories that
you can tell that will get people to connect with you on an emotional basis,
not necessarily just emotionally, it could be something where it appeals to
their wants and their desires, what can you tell them that's going to get there,
and actually if you think about it, you start to look around you, you start to
see the good businesses are doing the same stuff. If you think about
Christmastime, John Lewis and the other advertisers now - Lidl did one as
well, Aldi did one at Christmas, they were telling you stories and there was a kind
of a big debate then, that was like which is the best
Christmas video, and it's because now it's less of a game about selling you
something, it's about who can come up with the best story. Of course they've
got all the product placement, you know, there was a thing Adam was saying he was
watching about John Lewis and how every scene had things you could buy from John
Lewis, there was a lampshade in one of them a few years ago, they sold half a
million of those lampshades after that advert, you know, people want stuff.
Remember the penguins, I've got two of the penguins at my house because we
bought them from their penguin advert that John Lewis did a few years ago, so
it's story based, it's connecting with people by telling them stories, it's
certainly the winner, and Adams rant today is definitely worth watching, it
will be on the Kinetal Media page at some point, we're talking about various things
in storytelling, and where the media industry should go, and I think we
see it a lot, quite often people create videos and they just do the boring, this
shot, that shot, this shot, that shot, and it's all snap based, and really you want
to be connecting with people and telling them stories. Ok, that's it I think for
today, I hope you had a good weekend, let's have a look, what did Natalie say?
So you have to make it relatable, don't you, how your story can help them - yeah
exactly, yeah Karen's saying draw them in emotionally
and they buy - yes, so, and this is difficult right for us, we have a few
things, we sell websites, we sell videos and we're trying to think ourselves like
how can we get to their desires, you know, people talk about pain
points and pain points is great because you're solving someone's problem,
what is it - you take them pain to happy, or whatever it is - pain to
pleasure, that's the one, so we're trying to think how can we describe that, and
when we're selling somebody a website, what can we get them to
understand the stories of how that might go, and certainly when we did some case
studies recently, we filmed some, we said to people, we went down, we said right
tell us what's great about Kinetal, and they said it, and it was like blah blah blah blah
blah, and then at the end of it Adam showed me the case, then I was like Adam
this does nothing for me at all, it just tells you like benefits of
features really, you know, Kinetal did this for me and it was great - I really
want to see some context around the company that we're talking about. We
worked with a charity that works with terminally ill cancer patients, and like
the whole thing they do, their whole environment is fantastic, but when we
went and did the case study, we were like tell us something how we helped you
and there was just no context to it really,
so we want to try and go back and review that and say, let's tell the story of
how awesome you are as a company, and then how we helped you be more awesome
if that makes sense. Anyway I'm just ranting now, so that's it for today,
thanks very much for watching guys, and I'll see you tomorrow. Bye bye! Bill's back -
hey Bill, how's your knees? Bye-bye!
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