Kambri Crews is a renowned storyteller, and the owner of Ballyhoo Promotions, a New York City public relations company that specializes in stand-up comedy. In her memoir, Burn Down the Ground (Villard, 2012), she recounts her chaotic upbringing in rural Texas as the child of deaf parents. Crews began performing in storytelling events in New York City as an opportunity to work on her book and to practice what resonated with an audience.
We caught up with her to find out which storytelling tips can help small-business owners engage with prospective clients and secure the sale.
1. Practice your message.
Writing for the ear (think: television or sales pitch) is very different than writing for the eye (think: newspaper or ads). Adapt your message so your sales pitch doesn't come across as wooden or generic. You shouldn't have a one-size-fits-all approach to selling your product or service. While continuity is important, your elevator pitch shouldn't be a verbatim recitation of your sales materials.
2. Use bullet points.
You never want to be fully scripted. "If you sound rehearsed, it turns people off and they tune out," Crews explains. "You want a spontaneous moment [that] you're experiencing with the audience. You won't get the same response [if you memorize everything] as if you're going off-book (not following a script),” she says. Speak naturally, try to be relaxed, and maintain eye contact with the people you're speaking with. In your preparation, the act of writing down what you want to say may help you remember it better, Crews notes. Carry your bullet points with you on an index card so you have something to refer to if you need it.
