Mastering Storytelling: Key to Success and Influence

The key to making money through storytelling is to start strong, capture empathy, stimulate loss aversion, and control the throttle effectively.

### Mastering Storytelling: The Ultimate Guide to Captivating Your Audience
* 📖 Starting strong is crucial in storytelling, as the beginning accounts for about **90% of the audience's focus**.
* 💰 To effectively capture interest, begin with stories that **evoke empathy in the audience**.
* 🔮 Stimulating the fear of loss is a powerful tactic, as people are more **averse to losing something than gaining the equivalent**.
* 🎚 Throttle control, the ability to **modulate the speed and intensity of your storytelling**, significantly impacts how your message is received.
* 📚 Developing storytelling skills is beneficial in various aspects of life, especially in **content creation on platforms like YouTube and Instagram**.
* 🧠 Consistent practice and learning are essential to mastering storytelling, and having a mentor and a community to learn from can **greatly improve results**.

Nice to meet you. What was the subject of this free lecture? Storytelling. Storytelling will be the key to making money that will never change even 10 years from now, regardless of the era. But in fact, you are already feeling the power of this storytelling. Because even if the content is the same, you need to speak well to make money. You need to appeal to people by speaking well. Have you heard this phrase before? Is this content shocking enough to hit your head or your back? No, it's just a familiar content. We are all somewhat experiencing and feeling this content. However, despite hearing such content frequently, why do you consume YouTube videos that are over 20 minutes long, then sign up for free lectures, and watch other lecture videos like this? It's because I am good at storytelling. This is the power of words.

How do you say the same thing differently? It's completely different how we perceive it. Shall we think about our math for a moment? Who is the math instructor number one? It's Hyun Woojin, a graduate of Stanford University. Of course, he is very outstanding, but is Hyun Woojin the best in math in the world or in South Korea? Perhaps in terms of math skills alone, professors at Seoul National University or other universities might be better. And if we consider university knowledge, there would naturally be many who are better. However, why is Hyun Woojin the one who earns the most money as a math instructor? Of course, there is also the market's characteristics, but because he is good at storytelling, in his classes, he solves math problems in a way that is not just about the skills of solving problems but also about telling stories. Human instructors always tell stories.

Let's wander around. The impact of storytelling through videos made it possible. So, why do those people, why are the people in front of me, like Book Talk and many other creators, able to live by their words so well? Why are they so good at talking about the same topics but in such an impressive way that it sticks in your ears, stays in your memory, and leaves an impact? Today, I will generously reveal the key to this secret that I have. You can expect a lot. Even though it's tough to sell something for money, I will just give it away for free. The first key is being good at storytelling. The first key to being good at storytelling is to start strong. The beginning is everything in a story. Nowadays, people struggle to consume content for a long time. The consumers of Book Talk are truly remarkable people. Why is the average length of videos so short these days?

For those of you who are watching this past 20 minutes and those who are watching this lecture, these days, it's rare to see people who watch until the end. They are strange people. However, anyway, the point is, since people can't watch videos for a long time, how do they make choices? If they think it's okay and interesting in the beginning, they keep watching. But if the beginning is not fun, becomes loose, and drags on, they stop watching. Probably, there are quite a few people who left after thinking, Hmm, this video is not as interesting as I thought, in the beginning. This is important. Well, anyway, that's how important the beginning is. No, it's not half. Honestly, I think it's about 90%. When we start telling a story, people don't focus after the beginning. If they don't get in at the start, even if I prepare cool and good words later, it's meaningless to deliver them. It just loses its meaning.

You know, so for me, 90% is about the beginning. So, how should you start storytelling to effectively capture people's interest? There is a key keyword for that. That is, you need to capture empathy at the beginning of conveying your story. Many of you might have heard of this kind of expression, right? So, for example, if someone comes to me and asks how to play League of Legends mid lane or how to play StarCraft well, I'm not interested because I don't play games. What I mean is that it feels like it's not my story. You all, you all like stories about success, books, or self-development, right? You must be watching this storytelling free lecture.

It's not about weird people. Anyway, when you ask your family and friends, Hey, have you seen this book? It's really good, take a look, many people might say, What is this? Is this another successful sales pitch? Probably, that's how they would react. Why are they not interested? The key point is this. Just as I started talking, I don't know. I'm not interested. It's not my story, if people don't empathize, they won't pay attention to the story. So, how can you capture people's empathy at the beginning of the story, the introduction? There are various skills, but let me introduce one of the most powerful ones: examples. What do you mean by examples? If you provide examples that people can empathize with, they will listen to your story. In the past, Teacher Kim Mikyung went to give a lecture, and there were listeners, including a lady.

You heard it, housewives. Ms. Kim Mi-young just said that husbands always have to take the other's side and always support them. Isn't this something everyone knows by now? It's an interesting point. But everyone there empathizes with it and laughs. Why do they feel like it's their own story? So, when you start a story, it's good to include examples or stories that the listener can empathize with at the beginning. On the Book Talk channel, there was a video uploaded relatively recently titled An Uncomfortable Truth You Should Realize Once in a Lifetime. However, the Book Talk channel has a high proportion of viewers in their 30s and 40s, mainly male. That's why, as I mentioned earlier, the content I provide...

The uncomfortable truth is, how did the video start? It started like this: Men mostly wear clothes that their mothers bought for them when they were young. When they wear the clothes their mothers bought, their mothers compliment them by saying they look pretty, and their sons say they look the coolest. I thought that was the truth, so that's how I started. When I showed this to men, they all nodded in agreement. Why? Because even when they were young, they wore clothes their mothers bought for them, at least until elementary school to middle school. And if they go to an all-boys' high school, there's nothing to say. When I start with examples and stories that my target audience can empathize with, real examples, people start thinking, Oh, I've been through that too, or Oh, this is my story. That's how they start to listen. People start to pay attention at least to people's instant consumption of knowledge.

In an era of consuming instant content, even just a few seconds at the beginning can capture people's attention. If you consider that you have already succeeded 90% there, before watching this video, you may have seen a video of mine. How did that video start? In the past, children were most scared of war, famine, and so on. Those in their 30s, 40s, or even older, mainly targeting people in their 30s to 50s, provide examples that they can empathize with. Then people think, Oh, I'm similar to that person in terms of age, and they sympathize and become interested. In the world, there are countless stories circulating without YouTube, Instagram, and so on. It's a world where there are so many stories to consume, even if it's not mine.

There are so many stories, but how can we make people listen to my story in the sea of such content? That's where empathy comes in. People need to think, Oh, this is my story, to meaningfully accept my storytelling even if I say the same thing, I can convey it better and sell it better. That's the secret. There is a second way of storytelling, which is stimulating the aversion to loss tendency. What do you mean by aversion to loss? Everyone has a psychology of avoiding losses, disliking losses. On the other hand, there is a desire to pursue profits. If the intensity of pursuing profits is considered as 1, then aversion to loss is 2.

What I mean is, when someone says they can earn ten thousand won, people tend to think, Oh, there's a profit of ten thousand won. But if you don't understand this, you will lose ten thousand won; you will end up throwing away ten thousand won. It's like throwing away twenty thousand won, the level of pain we accept. It's human instinct. However, the key is to make people pay attention to my story in any case. Then, you shouldn't not know this. You should stimulate the idea that if you don't know this, you will suffer a loss. You should subtly stimulate and attract people's interest to create a more engaging story. So, how do you do that? For example, you can use wording like, If you don't know, you might get into trouble, or there are many options like, If you don't know, you might get sick, If you don't know, you might incur losses. Moreover, if you go into more detail, what's good? It's better to include specific numbers like, How much you might lose if you don't know.

Anyway, what is the key point here? Even though I have a story to tell right now, if you don't listen carefully, you might suffer a loss. That's the nuance I want to give. If you overdo it too much, it can be a bit off-putting because if you overdo it, you might receive a lot of criticism. However, despite that, the reason why these kinds of contents do well is because humans instinctively dislike losing. Rather than gaining something, like whether to give you 10,000 won or not, content where if you do this, you won't lose 10,000 won, people perceive it as twice as powerful. And from this tendency to avoid losses, it develops further. There are ways to effectively target this loss aversion tendency. That is, stimulating the unknown.

What is FOMO? Fear of missing out is an abbreviation, meaning the fear of being left out. It's like this: people are social animals, and giving birth is important. The most important thing is not whether I make 10 billion, but whether I make 100 billion. It's more important if I make 100 billion while others make how much. For example, my annual salary is 80 million won, but everyone else is aiming for 100 million. Should I live like them, or if others make 30 million but I make 35 million, where should I live? People tend to choose something relatively better than others, even if their income falls below half of others'. It's because they don't want to fall behind or be left out. Just being poor in absolute income is less scary than the thought of falling behind or being left out. So, I can't be the only one falling behind, I can't be the only one left out.

How can you stimulate, for example, you can do it like this. What are some actions that 90% of the wealthy people are doing? Well, what is it? If 90% of people are already doing something and I don't know about it, then I feel like I'm falling behind. People pay attention when they have such thoughts. However, it's not good if you are too focused on loss avoidance. If you only do this, for example, if I said something like, If you don't know, it will be a big problem, but if not knowing doesn't cause a big problem, people who see it at first may pay attention once or twice, but later on, they will get annoyed, asking why you always provoke. Therefore, how should you use this loss avoidance? It could be in the form of thumbnails, or when you create content, you can slightly provoke in the thumbnails or titles, fill the content with positive things, and also with content related to loss.

If you need it and you don't know, it's a big problem. If you don't know, you die. If you don't know, you get cancer. If you don't know, the world collapses. When it becomes like this, people quickly get tired. People are not fools. They are led by momentary instincts. Even if this comes in, the quality of the content is almost threatening me. When I have this thought, I quickly leave. So, avoiding this loss is a very powerful psychological mechanism. If you use it partially like a seasoning, it helps enhance our storytelling and communication skills. Next, the third skill is something you can use right away, which is throttle control. What is throttle control? When we tell a story, in fact, when we convey that story, in other words, when it's written in words.

Or there are linguistic elements being conveyed in my language, and there are non-verbal elements, right? When we talk about non-verbal elements, we mean things like voice, appearance, atmosphere, trust, and so on. But among linguistic and non-verbal elements, which one is stronger? Language is incomparably stronger. This is something I've mentioned several times before in other videos. However, how can we utilize linguistic elements amazingly? It's throttle control. How do you control the throttle? Throughout this video, you are continuously seeing me controlling the throttle. What does throttle control mean? First, there are types of throttle control. The first one is speed. If I speak too fast, what will happen? I will become an outsider. There will be no one to heal the wounds, right? What's next?

I suddenly can't remember the lyrics. I knew all of it when I went there, but there's no one to heal the wounds. Why can't I suddenly remember? Anyway, next, when faced with this, pretending no one knows, I become alone again. Even in my dreams, the time that has passed becomes my enemy. If I say this, what is it? It's not about speed layering. What is it? It's about dancing to a different rhythm quickly and uniquely from others. It's not about becoming a wanderer. What I mean is, we usually have a speed at which we talk. But if we keep talking at that speed, it's boring. Fast people, at first, are like outsiders. Of course, you're a very talented person. But if you keep rapping fast, what feedback do people get? They get tired. Can't you do anything other than being fast? They received this kind of feedback. Even the person themselves.

Adapting and changing styles a lot, but anyway, the key thing is, if the speed is maintained continuously, it becomes boring. If a person who speaks slowly continues to speak slower at the same pace I am speaking now, how would that be? It's all understood. On the contrary, if they keep speaking fast like this, it's not a speed racer, what are they doing, right? But in my case, how is it? Usually, I speak a bit faster like this. Then, when I want to emphasize a point, how do I speak? I slow down the speed of my speech. What happens then? Instantly, people become attentive and perk up their ears. Just by doing this, it can be a means for you to emphasize what you want when you want to. Besides speed, what else am I doing? I am also adjusting the intensity.

Speaking softly, speaking loudly, speaking softly, that's what's happening. However, people tend to think that if you want to emphasize something, you have to speak loudly. That's correct. Usually, people who speak softly might say, Ah, should we try doing our work like this, Director Kim? But when they get annoyed and say, No, it should be done like this, people will pay attention. Generally, when we say someone has good communication skills, we often mean that they speak boldly and clearly. People who speak very softly like, Hello, are not easy to hear. But usually, speaking a bit louder, raising the tone of your voice a bit, and speaking loudly can help with communication.

It's possible, generally, but this is also the same as before. What if you keep speaking loudly, louder and louder without any change? Your ears will hurt, stop that, sometimes it comes out like that. So, how you utilize it is to speak more forcefully, with a louder voice, quickly, and when the point you really want to emphasize comes, suddenly lower your voice. Slow down the speed, lower your voice. Then what happens? You become more focused. Suddenly, when there is silence, everyone stops what they are doing and listens. By adjusting the speed and intensity like this, we can enhance our expressiveness. Ultimately, it becomes a powerful tool for accurately delivering the storytelling we want to convey. Today, we can quickly improve our storytelling skills.

I have told you three ways to do it. First, the beginning is 90%, so how should we start? Start by presenting a story that captures empathy, presenting a story that people who are worth watching my story can empathize with. Second, the desire to avoid loss is strong. Rather than saying how much profit I will make for you, it is a much stronger tactic to say how much I will prevent you from losing. Therefore, if we reflect appropriately in our content what we want to say, we can capture attention. Third, the modulation. Non-verbal elements have a much greater impact on the power and intensity of storytelling than linguistic elements. So, how do we modulate it? Slow down when necessary, or speed up, increase, decrease, back and forth.

While doing that, the important thing is not to go back and forth unconditionally. It's not good to emphasize it all the time, but to do it differently when emphasis is needed. This is the key. By adjusting the intensity like this, your storytelling will resonate much better with others. Having this kind of storytelling influence actually helps in all areas of life. There are hardly any fields where this is not helpful in your life. But especially, in what areas does this storytelling skill help? It is very helpful for SNS, such as YouTube and Instagram, which many of you are interested in right now. But let me tell you, this good skill, I really use it every single day. It's a truly effective storytelling skill. But can you apply it right away after learning it? There might be a part where it's not easy, to be honest.

No, why should we consistently study and practice whatever ability we have to study and practice. What do you mean? You have to study and practice. But we are all adults and busy. It's not easy to study and practice consistently in the midst of that. How can we study, primarily, to learn something, to study? There are actions we take to study. Reading, then what about practicing? Shouldn't we write or speak, things like that? That's right. However, as we live in society, as modern individuals, practicing these things consistently on our own, and practicing alone consistently, the problem is that rather than just doing it thinking it's okay, it's actually better when someone coaches you. If you try learning badminton, you will understand.

In badminton, there is a racket sport like this. No matter how good someone is at sports, they cannot beat someone who has learned it properly. Because they just know the efficient movements and the correct methods, the efficiency of practice is completely different. That's why, in fact, when we study and practice this kind of storytelling, having a mentor and people to do it together can greatly improve the results. So, I think that by influencing you with this kind of storytelling and studying, practicing, not only storytelling but also how we should develop a mindset to succeed and become rich, how we should maintain our daily habits, what we should learn, what we can teach, creating a space where we can learn from each other, a community like that, I created.

There is a community, which is the M&M community. I once recruited on the channel before, but last time, after recruiting, I waited, and in just 9 minutes, everything I prepared just fell apart. So, I'm trying to increase the size now. Doing it with a small number caused too many people to end up waiting, so in order to accept more people, I'm planning to expand the scale and operate. Therefore, for those who are interested in this community, we will share how to tell stories well, how to adjust your mindset and daily habits, so if you are interested, please apply for the waiting list through the link in the pinned comment. Please read the details in the waiting list application carefully, and then what will we do here? Normally,

We do weather certification and positive habit certification. When it comes to positive habits, we write gratitude stories in the morning, exercise, read, and certify those actions. Then, the most important thing is to have an offline meeting once a month. During that meeting, we spend about three hours. In the first hour, I give a lecture. Why? When we go to a community, club, or book club, sometimes we don't get enough insights depending on who is next to us. To prevent that, there is a minimum guideline that at least we should gain some insights if we came at this time. Just by attending this lecture, we should gain insights to cover the time and cost of participating in the community. Who is a verified instructor who has this thought? It's me. So, I or someone who is less than me.

I sometimes invite someone who is better at lecturing than me to give a one-hour lecture, and then we engage in activities for the remaining two hours. The reason I call it an activity instead of just sharing is that sometimes, when you go somewhere and are asked to share about what you have practiced, if you just say, Read a book and share about what you have practiced, there is not much guidance, and people don't know what to do, so they just end up doing whatever and it often ends without much progress. However, in the M&M community, I provide a clear activity sheet, and based on the activities, declare goals, share what I have learned and how I have grown from reading books in a structured way. We engage in activities of sharing and declaring goals like this. So, what should we do? It's not just about coming, enjoying, and learning; it's about reflecting on what I have gained on the way back, not just thinking about what I gained today.

I have prepared a community activity that will lead to specific actions on how to live the next month based on the insightful insights I have gained. So, for those who are interested, you can simply click on the link in the pinned comment. Even if you don't apply, I believe that just from today's video alone, I have provided you with more than 20 times the value of the time you invested in watching this video. Therefore, I sincerely hope that you can enhance your storytelling skills in any situation. With that, I will conclude today's video here.

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북토크

The Power of Storytelling in Making Money

Storytelling is emphasized as a timeless key to financial success, as it has a significant impact on how content is perceived and consumed.

The lecture highlights the importance of starting strong in storytelling, attributing 90% of the success to the beginning of the story in capturing people's interest.

The speaker emphasizes the need to capture empathy at the beginning of the story to effectively engage the audience.

Capturing Empathy in Storytelling: The Power of Examples

Using relatable examples in storytelling helps capture the audience's empathy from the start, making them feel like the story is their own.

This approach is especially effective in capturing the attention of viewers in their 30s and 40s.

In addition to empathy, stimulating the aversion to loss tendency is another powerful way of storytelling, as it taps into the audience's psychology of avoiding losses.

Stimulating loss aversion can effectively capture people's interest in a story.

Using the fear of missing out and the desire to avoid falling behind, it's possible to engage the audience by highlighting potential losses.

However, it's important to use this technique in moderation to avoid overwhelming the audience.

Mastering Throttle Control for Powerful Storytelling

Linguistic elements are incomparably stronger than non-verbal elements in communication.

Throttle control, which involves adjusting speed and intensity of speech, is crucial for emphasizing points and keeping the audience engaged.

By dynamically changing the speed and intensity of speech, a storyteller can effectively enhance expressiveness and deliver their message with impact.

The Power of Storytelling for Personal Growth and Success

Storytelling that evokes empathy is a powerful way to capture attention and resonate with others.

Emphasizing loss prevention rather than profit can also be compelling in storytelling.

Modulating the intensity of the storytelling, with the help of mentors and a community, can greatly improve results in learning and practicing this valuable skill.

Expanding the M&M Community: Storytelling and Mindset Development

The M&M community is expanding to accommodate more people and offers training on storytelling, mindset adjustment, and positive habits.

The community holds monthly offline meetings with a one-hour lecture followed by two hours of structured activities for sharing goals and insights.

The focus is on not only learning and enjoying but also on reflecting and implementing the gained insights into the next month's actions.