The SIERA storytelling technique, introduced by Dechert-Hampe in 1965, is a structured framework that is widely recognized as a tool that helps sales and marketing professionals craft compelling narratives.
It is popular in these areas because it marries storytelling with persuasion, ensuring that the narrative is effective in driving business outcomes.
SIERA is an acronym for the five structural elements in its logic flow:
- Situation: Outlining the context
- Idea: Presenting the proposition
- Explain: Making the case
- Reinforce: Documenting the benefits
- Ask for order: Consummating the deal
This structure translates to a five-step process that encourages clarity and brevity, is solution-focused, combines logical and emotional appeal and drives action.
It is applicable to all kinds of business and personal communications.
Click through the overview above to get a feel for how it works.