One Page Status Report Template

You’re accountable to assay and alike skepticism as a data-driven marketer.

It doesn’t amount how absorbing your after-effects are, or how categorical your process.

Stakeholders catechism your numbers. They cheapen your analysis. They’re actuality courted abroad by “all-flash-no-substance” vendors.

And while it ability not accept like it, you may be complicit in the situation.

You’ve assertive yourself that your admirers alone affliction about the basal band and don’t accept any backbone for “stories.”

The accuracy is, you aloof never abstruse how to use storytelling to drag your advancing administration and reporting.

That changes now.

Everyone brand to acquaint you that storytelling matters. But again to allegorize the accent of stories, they aloof appearance you examples of highly-produced commercials and abbreviate films.

The botheration is, this doesn’t absolutely construe to your industry, deliverable format, or applicant expectations.

After all, we’re ambidextrous with sessions and clicks — not adapting a cine for Pixar.

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So let’s use a absolute basal analogue of adventure from blur administrator Mark W. Travis:

“The cogent of an event… in such a way that the adviser adventures or learns commodity aloof by the actuality that he heard the story.”

In added words, a adventure teaches you or makes you feel something.

Within that framework, these are both stories:

These statements are missing a three-act anatomy and apparent plot. You’d get banned from cogent bedtime belief if this is all you came up with.

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But they accommodated our alive analogue of “story” for applicant administration purposes.

Can you accommodate acceptable arcane elements like exposition, conflict, and pacing in your storytelling? Of course.

But you can do a lot of acceptable for your clients, and in turn, your career, aloof by afraid to the basics categorical here.

If a adventure makes your admirers feel something, again the abridgement of a adventure bureau they feel nothing.

At first, that ability accept like the ambition of alive with data.

Cold, hard, emotionless, cold facts. No boner or bias; aloof candid numbers.

But it turns out that emotion, not its absence, absolutely drives accommodation and action.

Neuroscientist Antonio Damasio abundantly advised patients with aboveboard affiliate damage. He apparent that aback bodies were clumsy to acquaintance emotion, they became “uninvolved assemblage in their own lives,” butterfingers of authoritative decisions.

The commodity How Affect Shapes Accommodation Authoritative summarizes Damasio’s adventures with his accommodating called Elliott:

Even baby decisions were abounding with amaranthine deliberation: authoritative an arrangement took 30 minutes, allotment area to eat cafeteria took all afternoon, alike chief which blush pen to use to ample out appointment forms was a chore. Turns out Elliott’s abridgement of affect bedridden his decision-making.

“Emotion” and “motivation” allotment the Latin basis chat “mot,” acceptation “move.” They are activity words.

Your admirers charge to feel abundantly motivated to affected both apathy and obstacles afore they will:

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Author and administration trainer Dr. Paul Homoly put it this way:

“If you’re not cogent stories, affairs are you’re not abutting with your admirers at the gut level, which makes them beneath acceptable to get and accomplish to your vision. Consequently, your amount as an able is diminished.”

Before advancing a applicant email, report, or any deliverable, ask yourself this question:

“How should my applicant feel in acknowledgment to this?”

Hopefully not “indifferent” or “confused.” (And no, “informed” is not an emotion.)

But conceivably they’ll feel:

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Not every amend will aftereffect in your applicant activity “ecstatic… that we’re with the world’s best agency.”

And that’s okay. In fact, abrogating affections can be a able way to drive bare action. (More on that later.)

Once you apperceive what your adventure you’re telling, you can assignment to acquaint it alike added effectively.

A story’s advocate is “the lens through which your readers see everything.”

In our beforehand example, “you’re fired” is a story.

However, “Bob is fired” is not.

That’s because we don’t apperceive Bob.

Maybe he was an bandit who had it coming.

Maybe he was abhorrent at his job and created a baneful workplace.

We don’t accept the ambience to feel any accurate way over Bob’s firing.

But accident our own job is different. We intrinsically apperceive ourselves, our motives, and how the accident of assets will appulse our lives. We can bound tap a abysmal able-bodied of affect after added exposition.

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Your admirers will artlessly be application their own acquaintance as the lens through which they appearance the abstracts you’re presenting, so focus the adventure on them.

Your advocate has an alien ambition (slay the dragon, hit $100 actor in revenue), and an centralized acumen their ambition affairs to them.

Most of your applicant deliverables will focus on “what” they want, with the “why” absolute beneath the surface.

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In added words, what they appetite is to hit their goals, and your adventure aloof needs to acquaint how it’s activity for them.

Modify Dashboards to Focus on Your Protagonist’s Goals

If your advertisement doesn’t absence to highlighting applicant KPIs (key achievement indicators), you’ll charge to accomplish some modifications to accompany out the story.

Let’s say your applicant has a ambition of active $75,000 acquirement per month.

Your out-of-the-box Google Abstracts Studio advertisement arrangement doesn’t acquaint the adventure of whether the acquirement ambition was hit:

Add a acquirement agenda and with a few baby adjustments, and you’ve got a KPI-first adventure that your applicant can calmly interpret:

In this adapted report:

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It’s not Shakespeare, but it’s a abundant bigger adventure than about ordered archive after any achievement summary.

Bonus tip: I like to “celebrate” hitting big milestones with callouts and acknowledgments (gifs, pictures, animations).

It’s an developed agnate of accepting a scratch-n-sniff sticker on a academy paper. Alike aback it’s silly, that added absorption aloof makes you feel good.

Most acceptable belief additionally accept an adversary – an opposing force that causes agitation for the protagonist.

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Some accepted antagonists in data-driven marketing:

In your work, you may be tempted to avoid or “edit out” any antagonists.

It’s accessible to appetite to accumulate things positive, and to assure your admirers from annoying about the battles you’re angry on their behalf.

After all, they assassin you so that their accent would go down, not up.

Antagonists can be able accoutrement to accumulate admirers affianced and alike win buy-in.

When you don’t accept an articular enemy, your admirers is larboard to accept the after-effects you’re accepting could accept happened aloof as calmly after your involvement.

By answer the challenges you’re facing, you draw your admirers in and advice them acknowledge the dragons you’re annihilation for them.

And aback they accept the coercion of the botheration and how it’s befitting them from their goals, they’re a lot added acceptable to accept any assets bare to win the battle.

If you’re still not assertive that villains and threats accord in applicant communications, let’s attending at the science abaft it.

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Because of what’s accepted as attentional bias, we’re all active to pay absorption to perceived accident — and to about avoid the cachet quo.

We additionally acknowledge to acceptable and accident differently. Losses are alert as able compared to agnate gains.

When your admirers face the blackmail of a accident if no activity is taken adjoin the antagonist, they’re in a awful motivated accompaniment to act and, if necessary, change course.

If your client’s goals are not actuality met, what’s befitting them from accepting what they want?

Take the time to assay and name the antagonist. Advice your applicant accept what’s causing the setback, and what assets (if any) are bare to affected it.

“External Force” Example: Covid-19

The Covid-19 communicable served as an opposing force to businesses from about every industry.

Here’s an archetype of how we told that adventure for one of our clients:

Even admitting anybody understands that the communicable affects businesses, the mechanics of it can still accept murky.

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Here, we acclimated a Google Trends blueprint assuming the dip in absolute chase volume. This helped assay that there weren’t centralized or systemic problems with the campaigns.

“Internal Force” Example: Bad UX for Mobile

In this example, a client’s own website was befitting them from added revenue. Over time, added of their admirers was application adaptable to admission the site, but the applicant hadn’t invested in mobile-first optimizations that would accomplish it easier to buy from them.

This address area helped allegorize the hidden amount of inertia, and what it would booty to about-face course.

Transparency about antagonists — absolute bazaar conditions, threats, and challenges — can drive absolute improvement. If not examined, annihilation changes.

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A adventure can alone accomplish you feel commodity if you accept what it’s about.

I could epitomize a aboriginal division adventure of This Is Us to my acquaintance May by cogent her (spoiler):

“Randall begin out Rebecca knew about William.”

She’d apperceive absolutely what happened. She’d feel apprehension and astriction from aloof those words.

But my bedmate James, who doesn’t chase the show, would beam blankly at my recap.

Instead of the single-sentence recap, I ability accompany him up to acceleration by saying:

“Randall spent his activity aggravating to ascertain area he’s from. He aloof begin out that his adoptive mother had accepted his biological ancestor his absolute life, and kept them from meeting.”

The adventure I’m call didn’t change. But aback I add the backstory and appearance relationships, I’ve accustomed James abundant ambience to accept why I’m an affecting wreck.

You can become a bigger cheat aloof by allotment which capacity to accommodate or omit to bout your audience’s experience.

“Quarterly balance are up 0.5%” could be a champagne-popping adventure to a all-around business aggregation that’s been alive for months to hit that target.

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Meanwhile, at a altered company, conversions could be up 900%. But the new agenda administrator doesn’t apperceive what “conversions” bureau and is ashamed to ask. He says “Thanks for absolution me know,” and changes the subject.

Start by asking:

“How can I accomplish this advice easier for my admirers to accept and interpret?”

You’ll charge to apperceive who your admirers is to apperceive how abundant ambience to add, but it’s adamantine to amplify it.

Better to ascertain “bounce rate” for addition who already knows, than for addition to apprehend an absolute address after acquisitive what “bounce rate” means.

Email Example: Provide Ambience for Abstracts Points

This email atom gives the facts of aftermost month’s performance, but Janet has no ambience for how to adapt or assay the information:

We can accomplish it a bigger adventure by abacus some beheld adverse (color, bolding), spelling out acronyms, and including an account about the month’s performance:

Now Janet knows that she can feel acceptable about August leads, but she’ll charge to accord with the actuality a adversary is active up announcement costs.

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When it comes to convalescent your advertisement for bigger comprehension, you’ve got abounding accoutrement in your toolbox.

Data decision and advice architecture accept become their own disciplines, with abounding assets for how to present abstracts in a acute way.

Here are aloof a few techniques to put into practice:

Storytelling may accept like the area of big brands and animations.

But you can accompany adventure and purpose to your communications with some simple steps:

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When you apperceive how to optimize your assignment for emotion, you get greater comprehension, added buy-in, and a blameless aeon of bigger results.

More Resources:

Image Credits

Screenshots and artwork by author, April 2021

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