How to Use Storytelling to Powerfully Make Your Point

When I learned and practiced telling a good story, I noticed my ability to influence became more effective and powerful.  My presentations became more interesting and inspiring, others remembered my key points, and I received enthusiastic feedback. Why? It’s no secret that people love good stories. We read books, go to movies. And when we hear a story in connection with a concept, we remember it better. Stories inspire and keep us hanging on the edge of our seat.

Storytelling is a powerful way to influence. There is an art and structure to it. Really anyone can tell a good story. After all, since we first learned to speak, we have spent our days telling stories to move our audiences.

“Heather, why did you pick that candy up off the ground and put it in your mouth?” You answered with a story. 
“What possessed you to post that picture on Facebook?” You answered with a story. 
“You are late again! What happened?”  You answered with a story. 

Stories connect us with ideas and insights in the only way that matters -- emotionally.  Stories also move us to action.

My colleague, Jana Sue Memel, an award winning film writer and Hollywood producer and now a consultant who specializes in storytelling, unveils the structure of a good story:

Put what is in it for your audience at the introduction of your story. Until they know what is in it for them, your audience is not focusing on what you have to say. Make sure that you start off your presentation by letting your audience know how taking the action you want them to take is going to benefit them.

Stories need:

A hero -- which can be you, your product, your business, or someone using them to great advantage.
An obstacle -- often times the situation the audience you are in front of is facing.
The hero conquering the obstacle.

Set the scene: create context

“I was meeting with a colleague last week in a small town in the middle of nowhere…”
Use key words: “What if”…”Imagine that…” ”You know when…”

Create characters the audience can relate to, and then use them. Here are some examples:

“He’s got a hundred employees, but he knows everyone of them by name.”
“She’s got everything riding on the outcome of her project right now, so Saturday is just another work day.”
“She’s got a wonderful opportunity at a different company she’s had on her wish list for years, but has been promised a promotion within this year.”

Paint a picture in words that immediately puts the audience in the room with the characters and keep them there.  This creates a visual connection for the audience.

Say only enough to hook the audience.  When preparing, constantly ask yourself, “Could my audience learn what I need them to, in order to take the action I want them to without this piece of information?  Is this piece of information something my audience is going to be able to remember and repeat?”  Any information that doesn’t receive a resounding, “Yes” does not belong in your story.
Tell only the parts you are passionate about.  Passion counts! Tell the funny, scary, dramatic, and emotional parts. 

Use your body.  First impressions count.  An audience decides if they are going to like you somewhere between eight and thirty seconds from first seeing you. Eighty percent of this decision is made based on non-verbal clues.

Body language, eye contact, vocal pitch, tone and pacing are all key elements in placing the audience in the world you want them to inhabit. In order for an audience to respond to your presentation in the fashion you desire, you must get the audience to like and trust you. Once an audience has made a judgment about you, everything you say or do is going to be filtered through that judgment. Body language broadcasts.

Finish with a flourish.  End on an “up” note even if it’s a down story.

Good stories take you on a ride. If the audience connects with you as the storyteller and what you are saying, they will actually see the story in their mind. They’ll identify with the characters; they will get emotionally involved.  Good stories are memorable, repeatable and actionable.  Get your audience to do what you want – even if it is remembering your story. Try it out and practice with a friendly audience, then ramp up your influence with a good story.

–Andrea Zintz, PhD
Career Coach
President, Strategic Leadership Resources LLC
www.strategicleadershipresources.com