Why does storytelling work so well, and what is the formula for sharing an effective one?
First, it is no secret that storytelling works powerfully in sales, marketing, and so many other facets of business and life. Stories work because they break through our filters and barriers, even in a world in which we are blasted by thousands of messages and images each day.
We are wired for narratives well told. We remember the characters, their journeys, their struggles, and their victories. We connect with plots that engage us emotionally.
And we remember them.
So, what are the principles of telling a good story, and can everyone become a great storyteller?
Let’s tackle the latter question first. Storytelling is an art. Many have done it naturally all of their lives. We have all heard these artists as they tell their narratives effortlessly and powerfully while winning over their audiences in doing so.
Others of us have to become storytellers, thinking about the narratives and tips that we will share, mapping out key points, and determining how we will introduce the plot and close it. We have to practice, and with practice we become better over time.
So, what are the key principles in telling stories effectively in a business context?
- Start with your audience and developing a story relevant to their issues. We must determine the problem that you are trying to solve for the prospective client, co-worker, or partner, and then make our story valuable and relevant to them. An example could be how another client working with us overcame similar issues and their journey.
- The story must be easy to follow and understand, concise, and simple. Otherwise, you will lose them.
- The story, characters, and issues must be authentic so that you can build trust.
- Develop the characters and speak to their defining traits and emotions. A story without emotion is lacking and will not be remembered.
- Create pictures in the minds of your audience and people, settings, and scenes that they will remember.
- An ideal story, like most effective messaging, has something unexpected. Think about ways to tell stories that speak to accomplishments that were not expected, principles that are counterintuitive and contradictory to traditional beliefs.
- Make the victory achieved clear and tangible, including how it changed the company or people involved.
- Relate the outcome to the audience and how a triumph like this can be theirs.
In closing, we all have stories that we can tell if we take the time to think about them and compose them. Stories can be short or long, as long as you keep your audience hooked. Is it time that you started telling more stories?