What Warren Zevon Can Teach Us about Storytelling
Image via WikipediaOne of the best forms of business communication is the story. Whether it’s a case study or a parable, people respond to stories intellectually and emotionally. We love to hear them, and we remember them.
Singer/songwriter/musician Warren Zevon was a master story teller. Let’s take a look at his classic Roland The Headless Thompson Gunner and see what we can learn.
Establish an irresistible character
Roland was a warrior from the Land of the Midnight Sun
With a Thompson gun for hire, fighting to be done
Every story needs a captivating focal point. Here we’ve got a mercenary from Sweden (I think), quite exotic. He’s already got you wondering where the story is going, giving it a dash of mystery which makes us curious, draws us in.
Introduce conflict
His comrades fought beside him - Van Owen and the rest
But of all the Thompson gunners, Roland was the best
So the CIA decided they wanted Roland dead
That son-of-a-bitch Van Owen blew off Roland’s head
Zevon certainly doesn’t waste any time setting up the conflict. What kind of conflict is best? That’s a post unto itself, but Zevon chooses the always reliable mano-a-mano struggle, with a little government conspiracy thrown in. With proven winners like these, you could write with two left feet and still sweep the audience off theirs. Here though, Zevon appears to set up and resolve his conflict in a single stanza. However, this is only a diversion, because we’re about to see another powerful storytelling technique …
Twist that plot
They can still see his headless body stalking through the night
In the muzzle flash of Roland’s Thompson gun
Our hero lives! The unexpected turn of events draws us further in. We can’t help but wonder, what next? Notice also how Zevon uses details and vivid imagery to paint a picture and liven up his story. Now for the next critical element …
Resolve the conflict
Roland searched the continent for the man who’d done him in
He found him in Mombassa in a barroom drinking gin
Roland aimed his Thompson gun - he didn’t say a word
But he blew Van Owen’s body from there to Johannesburg
Life is good, for Roland at least. Zevon’s brings his revenge theme to an unambiguous conclusion, which is the probably the best option for business storytelling. Business loathes ambiguity and uncertainty.
Have a point
The eternal Thompson gunner
still wandering through the night
Now it’s ten years later but he still keeps up the fight
In Ireland, in Lebanon, in Palestine and Berkely …
Aha! We have a bloody story with a non-violent moral. In fiction, a moral often goes unstated. In this case, Zevon may have wanted to make his purpose clear, given the violent language of his narrative. In business, where clarity is king, I recommend not leaving too much to the imagination. Odds are good you’ll be misinterpreted.
How do you use stories to promote your business and communicate with customers?
Brad,
I can understand why stories would capture the imagination and could be used to illustrate a point to a customer.
I am curious - do you often tell short stories when talking face to face with a customer?
I would imagine that one type of story you might use would be testimonials from other customers. If for example, a door to door salesperson was trying to sell a vacuum cleaner, the prospect would not be particularly impressed by a detailed description of the machines technical specifications. Rather, the prospect would be more impressed by a story about how the lady down the road tried it and found it to be really effective and easy to use.
I am curious - what other types of stories would you tell customers or prospective customers? Maybe you could tell your favorite in another blog entry.
Cheers
Andrew
Cheers
Andrew
Hi Andrew, thanks for the great post idea. I will do it, or something along those lines. Not sure I have a favorite story - so much depends on circumstance. Telling stories on live sales calls is always a good idea, but you have to keep them short. I find people to be especially interested in stories about people in the same industry or in businesses with great similarity to their own.
Brad, wow! I was pulled right in from the first line. When I was in Sales I always used stories in presentations. It’s funny I never made the connection back then that I loved the art of storytelling. This post is an awesome reminder and tutorial on how writers can use their art in the business world. Thanks Brad for getting me excited about work today. My creative juices are flowing!
Karen
Hey Karen, glad I could help get you going! (How’s the campaign going?) I’m thinking of a follow-up post using another, I think even better, Warren Zevon story. What do you think?
Hey Brad! A follow-up would be awesome!I can’t tell you how much I personally appreciate coming here, learning new things and being inspired!
Brad,
Why’d you leave out “Patty Hearst heard the burst
Of Roland’s Thompson gun and bought it.”
So we find out the Roland became a gunrunner in his later years.
That sealed the song and deal and I bought it too.
So now can we move on to “Mohammed’s Radio?” - especially fits in with the lyric about the price of gasoline, i.e.:
“Everybody’s desperate trying to make ends meet
Work all day, still can’t pay the price of gasoline and meat
Alas, their lives are incomplete.”
-Sam
Hi Sam, it was hard for me to leave out ANY of the lyrics to “Roland”, but I didn’t think it was kosher to duplicate the whole song. Those “Mohammed” lyrics are spooky. They could have been written yesterday.
Look forward to hearing to hearing one or two of those stories.