Storytelling is one of the most powerful tools in business, but it’s also one of the most underutilized. One easy way to tell if your communication skills are hurting:
When people ask you about how something happened, do they nod and smile but never actually ask for more details? If so, that’s not good.
People want to know how things work and how the world works in general and by telling them stories about those things, you can help them better understand those things. The goal of storytelling is to create a narrative that gets people excited about what they’re hearing or seeing (or both).
| Key Takeaways |
|---|
| 1. Learn steps to enhance your storytelling skills. |
| 2. Become a more impactful and engaging storyteller. |
| 3. Implement techniques to captivate your audience. |
| 4. Craft narratives that leave a lasting impression. |
| 5. Boost your confidence in sharing compelling stories. |
Set Goals, Don’t Start With a Story
The goal of storytelling is to connect with your audience. That’s it. If you can’t achieve that, then you’ve failed. The way to achieve this goal is by setting goals and working towards them.
Before you start telling a story, ask yourself “What do I want to happen when I finish?” For example, if the goal of your storytelling session is for people in the audience to be able to explain their big ideas or stories better in conversations outside of the event itself then think about which elements could help them do that.
Maybe it’s being able to tell their own story using other stories as examples; maybe it’s understanding how a specific method works, or maybe it’s gaining confidence in generalizing concepts into specific examples rather than just giving reasons why something works without giving any details on what those reasons are (which often leads into circular arguments).
Anecdotes can bring a personal touch to your storytelling. Learn how to effectively incorporate them into your narratives by reading our guide on how to write an anecdote. Craft compelling stories that resonate with your audience.
Think About Your Audience
You need to know who you are talking to and what they know already.
They don’t need to be experts on your topic, but they do need to have some basic knowledge of it.
If there is anything that is completely foreign to them, then you will have a hard time getting them interested in the story.
For example: If I’m telling a story about how I went mountain biking for the first time last weekend with my brother and sister-in-law, I know that neither of them is an avid mountain biker (though my husband loves his bike), so I would not include any information about technical terms or different types of bikes in this story because it would just confuse them and bore them.*
Try To Have Data On The People You’re Speaking To
Data is your best friend. It’s the grease that makes your story go down smoother and keeps it interesting. This is why you should always have data on the people you’re speaking to.
The more data you have, the better equipped you are to make your story more credible, relatable, and believable.
Have you ever heard of Waze? It’s a navigation app that uses real-time traffic information so drivers can avoid slowdowns or road closures during their commutes.
As a result, it gives users an accurate idea of how long their trip will take and how much time they need to allot for traffic delays before heading out the door in the morning (or deciding whether or not it would be worth driving home from work).
Likewise, when trying to convince someone about something new whether it be your idea for a product launch or why something needs updating you want them to know exactly why something needs changing and how long it might take if nothing does!
Metaphors are more than just literary devices; they’re tools that can elevate your storytelling. Discover how to harness the power of metaphors in your narratives with insights from our article on metaphor as a legal writing tool.
Have A Strong Opening That States Your Agenda
The opening of a story is the most important part: it’s what will make or break your audience’s interest. They need a reason to stay with you, and if you don’t give them one they’ll leave. A strong opener must have three elements:
An agenda what do you want people to take away from this story? Why are you telling it?
A purpose why are you telling it now? What do you hope to achieve by sharing this information with others?
The main point is what does your audience need to know about this topic for them to grasp both the agenda and purpose of your story?
Set Up the Consequences of Not Doing What You Want Them to Do
Now that you’ve got your story straight, it’s time to make sure your audience gets the message.
The first step is to give them a clear picture of what will happen if they don’t do what you want them to do. You can say something like: “If no one does anything about this situation, then I’m afraid we’re in trouble.” This shows that there are consequences for not doing what you want them to do.
Next, make sure they know what will happen if they do what you want them to do. Say something like: “If someone volunteers tonight at our annual volunteer fair (which happens once a year), then we can raise money for our children’s charity.” This shows that there are positive consequences for following through on your request.
Finally, be specific about which action or behavior needs to change and how much time is left before things go wrong…or right! It’s important for both parties you and the listener—to know exactly what “doing” means so there aren’t any misunderstandings later on down the road when things start going south (or start going well).
Have A Strong Close That Reinforces Your Message And Reprises Your Agenda
Once you’ve made your point, it’s important to reinforce it by replying to the agenda you’ve already established. Reiterate your core message and ensure that your audience knows what they’re supposed to walk away with.
Make sure that you have a clear call to action so they know exactly what they should do next. Also, make sure that there is a time frame for action after the presentation.
For example, if this presentation is about starting an exercise program, give them information on how long it takes for results (so they can plan accordingly).
When registration opens up for their favorite class at the gym where their best friend works as an instructor (so she can help them get started). It’s also helpful if you include any other resources like books or apps that will help them achieve their goal faster!
Crafting persuasive content is a skill that aligns closely with storytelling. Dive into the world of effective communication with our comprehensive resource, the ultimate guide to copywriting. Master the art of captivating your audience through words.
Be Clear On What Actions You Want Them To Take
Once you have your story and you know what actions you want to prompt, it’s time for the next step: making sure that you’re clear on what those actions are. This is where things get interesting.
When people say “be clear on what actions you want them to take,” they usually mean something like this:
Make sure that everyone knows the goal of the project or campaign.
Get specific about how they’ll know when they’ve reached it and what will happen next if they don’t.
Figure out exactly how each step needs to be measured so you can figure out how well (or poorly) your storytelling efforts are working, as well as whether there’s anything else you need to tweak along the way (or stop doing altogether). And then…
Always Include a Call to Action and Timing for Action
Finally, as you’re wrapping up your story, include a call to action and a specific time frame for taking action.
Make sure the call to action is relevant to the story. If you tell a story about the time you were laid off from your job and then ask people to apply for jobs with your company (or any other company), it feels like someone hung their underwear on a clothesline in front of the whole neighborhood. It just doesn’t work well.
Make sure the call to action is specific. Don’t say “come visit my website” or “buy my book.” Instead, say something like “visit my website at [url] and sign up for my newsletter” or “buy my book now by clicking [link].”
Make sure it’s clear what exactly people should do after hearing this story. Include an email address so people can contact you directly if they want more information about what exactly your offer is about or where they can find out more specifics about how they can take advantage of it…
In Every Story, Tell People What’s In It For Them
One of the most effective ways to make a good story engaging is to make people care about what’s happening in it. That’s why stories usually involve protagonists who want something and antagonists who don’t want them to get it.
The best way to get people interested in your story is by telling them exactly how their lives will be better off if they do something. It could be that they’ll get a promotion, win more money, or lose weight it doesn’t matter as long as it has value for them.
While copywriting and content marketing share similarities, understanding their differences is crucial. Learn more about the distinctions between the two in our article on the difference between copywriting & content marketing. Tailor your storytelling approach for different communication goals.
Use Data Points Sparingly And Directly Related To Your Storytelling Goals
Use Data Points Sparingly. Data is not the be-all, end-all of storytelling. Remember that your audience can tell if you’re trying to impress them with data points when they don’t understand the point you’re trying to make or where it fits into the narrative.
Use Data Points Directly Related to Your Storytelling Goals. If you have a great story about how your product improves lives, then, by all means, tell it!
But don’t feel like you need to add in every single piece of information about your product and its features just because it’s technically true or relevant readers (and listeners) need to know.
What will help them understand why this company is doing what it does without being bogged down in details that aren’t necessary for understanding their goals as well as the story behind why they started doing those things in the first place?
Be Sure To Use Facts, Not Opinions Or “I Think” Statements
Don’t be too general. Don’t say things like, “I think there will be a market for my product,” or, “I’m sure this is going to be an amazing experience.” Instead, try using specific numbers and facts to support your point. Use specific names of people who are involved in your story.
Use specific locations where events took place (like the name of a particular city). Use the exact time and date when something happened (as best as you can remember). And lastly, use places where important events took place (for example.
If someone met their spouse in New York City at 8:23 pm on July 4th at Rockefeller Center). These details add credibility and authenticity to your story!
Avoid Barriers – Prove That People Can Move Mountains
In a world where people are constantly bombarded with information, it’s vital to keep your message clear.
Stories are one of the best ways to do that because they create an emotional connection between you and your audience by showing them how you overcame challenges or overcame obstacles and achieved success.
It doesn’t matter if you’re selling a product or pitching idea stories resonate because they prove that people can move mountains if they set their minds to it.
Rediscover your love for writing by exploring creative writing tips that enhance your storytelling skills. Our guide on creative writing tips to help you fall in love with writing again provides valuable insights to infuse new life into your narratives.
Avoid Unnecessary Jargon. It Makes People Feel Stupid And Inferior
The best way to avoid unnecessary jargon is to just not do it.
If you find yourself using a word or phrase that you think makes you sound smart, just stop and ask yourself why. If the answer is “I don’t know” or “because I want to sound smarter than I am”, then you should stop using it immediately.
Conclusion
These tips will help you communicate your ideas and get people to take action. You can use these steps in any situation, from a casual conversation with friends to a presentation at work.
Further Reading
Explore more resources on mastering the art of storytelling:
10 Steps to Mastering the Art of Storytelling Learn essential techniques to become a captivating storyteller and engage your audience on a deeper level.
How to Be a Good Storyteller Discover practical tips to improve your storytelling skills and create impactful narratives that resonate with your listeners.
The Power of Storytelling in Marketing Delve into the role of storytelling in marketing and how it can enhance your brand’s messaging and customer engagement.
FAQs
Have questions about storytelling? Here are some answers:
How can I improve my storytelling skills?
Improving your storytelling skills involves practicing the art of crafting compelling narratives. Experiment with different story structures, characters, and emotions to engage your audience effectively.
What’s the significance of storytelling in business?
Storytelling in business helps create an emotional connection with customers. It can convey your brand’s values, mission, and products in a relatable way, fostering stronger customer loyalty.
Can storytelling be used in content marketing?
Absolutely. Storytelling is a powerful tool in content marketing. It helps make your content more engaging, memorable, and relatable, driving better results and user engagement.
What makes a story memorable?
Memorable stories often evoke emotions and have relatable characters. They also tend to have a clear message or lesson that resonates with the audience, leaving a lasting impression.
How do I choose the right story for my audience?
Understanding your audience’s preferences and interests is key. Choose stories that align with their values and needs, ensuring they can connect with the narrative on a personal level.
Costantine Edward is a digital marketing expert, freelance writer, and entrepreneur who helps people attain financial freedom. I’ve been working in marketing since I was 18 years old and have managed to build a successful career doing what I love.