The easiest way to provide an Emotional Hook^™ for your organization is through stories. People will remember a story. Long after the specific facts have slipped from their minds, that story will linger. You need to decide as an organization what your main Essential Story^™ will be. Then you can choose the ideal medium by which to convey this story.

The Essential Story is the archetypal story that conveys the emotional essence of your work powerfully each time that story is told. It may be a true story about one particular person or group, or it may be a composite of several stories of real people whose lives have been changed by your organization. Perhaps it is the story of the abandoned child, the person who beat the odds, or the family that your organization helped get back on its feet. This story should move you every time you tell it.

In working with groups in our workshops to identify the Essential Story for their organizations, we have dissected the Essential Story into three distinct stages:

Stage 1: The "Before" Stage.
Choose one person's story, give the person a fictitious name, and briefly describe their situation before they came in contact with your organization. Describe in vivid language what their life was like then. What exactly were their circumstances? What, if any, impact did this person have on the person relaying the story? Did it upset or inspire the storyteller?

Stage 2: The "Intervention."
What brought this person in contact with your organization? What specific services or support did they receive from you? What was your personal observation of them at that time?

Stage 3: The "After" Stage.
What are the results of the intervention? How has life changed for this person? What is now possible for them? What does this person now say about his or her life? How are they giving back to others?

For an example of an Essential Story incorporating these three stages, please see the Sample Essential Story.

Take the time to practice telling the Essential Story for your organization. Of course, knowing and using this story does not preclude you from using other stories as well. It just gives you a fail-proof fall-back story that everyone on your team can always trust to successfully convey the emotional essence of your organization's fine work.

Once you know your organization's Essential Story, you can use any or all of the following elements to tell it at your Point of Entry^® Events. You may tell the story exactly or adapt it to fit the teller. Be sure to keep it brief and to the point.

• TOUR: Let people see your compelling work firsthand. Intersperse each stop on the tour with anecdotes, highlighting the needs as you go. You are painting a picture as you walk people through the building. Even if all you have to tour is a standard office, you can set up stations in each work area with photos and stories of people served. Have two or three staff members prepared to give testimonial stories of people they will never forget. Their passion for their work, combined with the gripping stories and photos, will move and inspire your visitors.
  
  
• LIVE TESTIMONIALS: There is no substitute for the live testimonial. Having the person tell their own story right there at your Point of Entry can be extremely compelling—assuming the testimonial speaker is having a good day. It can also drag on too long with too much or too little emotion. If you are planning to have the same speaker at each of your Point of Entry Events, consider their availability as well as their skill at telling their story consistently each time.
  
  The structure for the testimonial talk is quite simple. It follows the same outline as the Essential Story:
  1. What my life was like before.
  2. I decided to make a change and found this wonderful organization.
  3. Now my life is so much better, for example: ________.
  4. Now I'm more committed than ever to helping others in the same situation I was in by doing ________.
  
  
• AUDIOTAPE: Audiotape is also a highly effective medium for communicating your Essential Story. It is inexpensive to produce and easy to transport, and yet offers the immediacy of voice and sound. Many groups, especially those who feel they have "boring office syndrome," do very well with audiotape. It can be combined with a tour by having different audio-taped testimonials played at several points along the office tour.
  
  
• LETTERS: Testimonials in the form of letters are also very powerful, especially if they are read by someone who knows or knew the person who wrote the letter. A simple letter of thanks to a caring staff member, with details of how the person's life was changed by the organization, can be very moving. These also work well in confidential situations and in cases where the Point of Entry will be moved to many remote locations.
  
  
• PHOTOS: If it's true that a picture conveys a thousand words, what better way to tell your story? Whether through a photo album on the table or large blown-up photos posted on the walls, do consider using photos at your Point of Entry. Sometimes the addition of a caption or quote from the person in the photo can add that extra tug at the heartstrings.
  
  
• A NOTE ABOUT VIDEO: You will notice we do not recommend using a video at your Point of Entry. Save your video for the Ask Event^™. It is far better to have your Point of Entry guests hear testimonials from real people.

No matter how you decide to convey it, the Essential Story is truly "essential" to communicating the emotional impact of your organization's mission.

For more information on this topic, listen to Terry's newest podcast. (Note that this audio file is large and may take some time to download.)