Magic Chef Manuals

[Vannessa Rataj]

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Before I wrote Manual Magic, I took a storytelling course with Geri England , a story strategist and coach who works with individual, corporate clients and social entrepreneurs. Geri was introduced at one of our monthly guest expert sessions for WordStars, the virtual US Mastermind Group for ghostwriters, developmental editors, and authors.

Created and moderated by Dan Janal - Author, Book Coach, Developmental Editor - WordStars' members are privileged to have had access to 30 phenomenal experts in their fields since I joined three years ago.

My story involved obtaining a rare Saudi visa as a woman travelling with a man who wasn't her husband. It involved a hazardous and sometimes dangerous journey across the Saudi Arabian Pipeline Route from Qatar to Syria into Eastern Turkey - and beyond - with our Carnet de Passage ready to be stamped at every border crossing. I had all of five minutes to tell my story. Geri then asked the other Group members for feedback.

What was it like to be a young woman travelling across the Arab World in the 70s? How did you cope in such a male-dominated society along the 3000-mile journey? Where did you stay en route? What did you do when your passports and camera equipment were held to ransom by young men impersonating Syrian border guards? Why did you need an armed guard for your car at the Syrian Port of Latakia? How did you get around fuel rationing when you ran out of diesel in Turkey? ...

My aim was not to produce a typical 'how-to' book but to craft a piece of work that would captivate readers. I wanted to create vivid images that would leave a lasting impression with analogies and anecdotes that would resonate with readers when applied to the creation of an Operations Manual. I wanted to deepen the reader's emotional connection to the narrative.

Engaging the five senses - sight, sound, taste, touch, and smell - can dramatically enhance a narrative's vividness and emotional impact. At least one sense was used in every chapter, and they all came together in Chapter 5 for my fictional franchise: Patisserie Pnlope. Think baking; think the aroma of freshly baked sourdough wafting across the patisserie enticing customers to buy; think mouthwatering chocolate and coffee clairs in neat rows on the kitchen countertop, oozing with crme patissire, the delicious, rich, creamy custard that my mother used to make for when I returned home from primary school!

? Sight: This is the most frequently used sense in storytelling. Describing how things look helps to paint a visual picture for the audience. Colours, shapes, movements, and visual contrasts all contribute to a rich visual scene, setting the tone and mood. Think branding!

Scenario: The sight of safety signs is crucial for accident prevention. Imagine a vivid red sign reading 'DANGER: High Voltage' prominently displayed against the dull grey backdrop of a commercial building. The stark contrast catches the eye immediately, signalling to all personnel the presence of potential hazards. The strategic placement of bright yellow floor markings outlines pathways and zones, guiding personnel away from dangerous areas and ensuring that high-risk zones are visibly marked.

? Sound: Incorporating auditory elements can add depth and realism to your story. This includes dialogue and ambient noises, such as the busy shop, the tranquility of a yoga class, the sounds of a gym workout, and excited children learning to swim. Sound can set a scene, evoke emotions, or even hint at elements of a 'plot' that is unfolding.

Scenario: In a loading bay, auditory cues are key for maintaining safety. The repetitive beep of a truck reversing, the clink of safety harnesses securing, or the shout of a foreman issuing a warning - each sound contributes to the dynamic soundscape of the site. These sounds are not just background noise; they act as auditory signals that alert workers to potential risks or actions they need to take, like the sharp whistle blow that signals an imminent lifting operation, warning everyone in the vicinity to stay clear.

? Taste: Taste can be a powerful sensory detail in stories, especially when describing meals or settings involving food and drink. It can also be used metaphorically to describe experiences in a novel way, helping to deepen the reader's emotional connection to the story.

Scenario: In a restaurant, the sense of taste plays an indirect yet crucial role in ensuring health, safety, and hygiene standards are maintained during food preparation. Picture a chef tasting a small spoonful of soup to check for the correct balance of flavours. This act of tasting is not just about culinary finesse; it's a critical check against potential food spoilage or contamination that could lead to food-borne illnesses.

Similarly, in a caf, a barista prepares a cappuccino, noting the taste of the milk to ensure it isn't burnt or soured - a simple yet effective measure to prevent complaints or gastrointestinal discomfort.

? Smell: Often under-utilised, smell can be incredibly evocative, recalling memories and emotions. Describing scents can transport readers to specific places or moments, from the comforting aroma of freshly baked bread and coffee to the sharp, acrid smoke of a fire.

Scenario: For example, olfactory cues in a garage can be a frontline indicator of risks. An electrical burn's sharp, pungent smell could alert mechanics to a malfunctioning vehicle long before other signs become apparent. Using chemicals, the unexpected whiff of ammonia can signal a leak, prompting immediate investigation and intervention to prevent a hazardous escalation.

Imagine handing over your company's narrative to a movie director! Would they be able to visualise and, thus, create a compelling scene based on your descriptions? This test pushes you beyond mere facts into the realm of engaging storytelling.

As a franchisor, you aim to inspire potential franchisees, motivate current ones, and create a brand image that resonates deeply. Adopting a 'show, don't tell' approach fosters a stronger connection with your audiences. When franchisees and customers can 'see' what you're communicating, they're more likely to feel aligned with your vision and motivated by your leadership.

While you may not aspire to be a screenwriter, using the Movie Director Test ensures that your communication doesn't just share information - it paints pictures. It builds experiences in your audience's minds.

Not all franchisors are in a position to turn their 'visual' SOPs into video shorts. So, for those who can't, use a story or fable to paint a picture that appeals across the generational divide. Storytelling is a powerful tool for vividly and engagingly writing operations manuals, training materials, and marketing content.

If you'd like to learn how to use video as a powerful communications tool, head over to my Amazon No. 1 Bestseller Manual Magic: Create the Operations Manual Your Franchisees Need to Succeed. It isn't just a guide; it's a strategy that challenges the conventional concept of an Operations Manual, redefines its role, and breathes new life into the franchise model.

It unravels the outdated notions that have long trapped franchisees, presenting a lucid, compelling argument for a radical transformation in how franchisors disseminate knowledge and empower their networks.

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