I've said this before and I'll say it again. Every great speaker is a great storyteller. Why? Because the audience can retain information BETTER when people can emotionally and viscerally connect to what's being said. If you think back to childhood, stories were - for many of us - an introduction to life 's lessons, to human behavior, morals, ethics and right versus wrong. And we remember still the value of those stories and what they taught us, not to mention the vivid imagery they conjure up.
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The use of storytelling in business is growing and for good reason. As the necessity of communicating the value and benefit of what you do to the world increases, the skill with which you articulate that requires some imagination and uniqueness in order to capture the audience's attention... and keep it. By activating the imagination of the audience through stories, you, as the speaker, engage the audience to participate in an experience that is both captivating and informative. It's a perfect way to connect to the content of your message. The emotional thread of a story is a direct line to the brain for memory retention and the processing of information. In a sense, you are providing an effortless way to learn using a technique that has been instilled in us since childhood.
Here are some great ways to weave a story into your speech or interview:
• Be brief. A story should have a strong beginning, a colorful, clear middle business storytelling and a great ending. And if the story is within a speech, make it 6-8 sentences. You dissipate the impact of a story if it rambles on too long or is too repetitive. Choose your words wisely and make them count!
• Paint a picture of a great central character and take us to a different time and place. Set it up well and describe it with a few, choice descriptors. Add a bit of dialogue in the character's vernacular. It will make the character come to life.
• Know WHY you are telling this story. What is the point of your story and how, very specifically, does it tie into your talking points. Make sure you have the connector! And weave it in seamlessly.
• Use some dynamic and inflection in your voice when you tell a story. Incorporate some pacing - don't rush. Be a little theatrical (little being the operative word) and let us relish the tale.
And remember your story is NOT your bio. Put that in a document. Your story, any story you choose to use in your business communication should be told with humanity and wisdom, a bit of flair and with a take-away for your audience.
Have you ever stopped to wonder why your brain is so captivated by a compelling story? Whether you are reading a book that you just cannot put down, or your eyes are glued to the screen as you watch the latest episode of your favorite television show unfold, stories can grab your attention and pull you inside. Using storytelling for business, these same principles can easily be harnessed to capture the attention of your staff, providing them with the inspiration and motivation they need to get the job done.
You can use story telling to help communicate your own vision for the company. When employees hear about the dream that you have for making the business successful, told eloquently through an elaborate tale, they will begin to create a mental image of exactly what their role can be in that plan. With a solid connection to the future of the company, they will have a greater desire to be a part of the end result.
A solid story can give people a good reason for doing their job each day. Relay for them the results of their actions through an imaginary or real life example about how their job affects your customers. Have an idea of what kind of influence their dedication and actions might have on the outside world, can often give employees the extra push that they need to go above and beyond in their profession.
These are just a couple of examples of how storytelling can have a strong impact on your employees and the growth of your business. Relaying powerful narratives to those within your organization who need a bit of extra drive can be just the ticket you need to get everyone on track and doing their job more effectively.
Storytelling, for business, is one of the most underused, yet effective tools. If you begin to change how you communicate your company's needs and ideas to your employees, you will quickly see just how powerful you can be as an effective storyteller. Just as your favorite books, movies, and television shows grab your attention and communicate their message to you, you can do the same within your own organization.