What’s Your Story?

Storytelling is as natural to us as human beings as breathing. But most of us do not naturally tell good stories.

It is crucial that we learn this art because it is the best way to persuade others to embrace your vision, influence a new strategy, and win hearts rather than minds.

When we transmit an idea of any sort it is imperative to tell a powerful story that engages listeners at an emotional level.

But isn’t this counterintuitive? Haven’t we all learned that reason is our most powerful persuasive tool? As it turns out, no, storytelling does something data and logic, however valid, cannot:

Powerful stories engage people’s emotions and imagination inspiring them to action.

Reasons that Stories are Powerful

Let’s look at several other reasons that stories are so persuasive.

First, stories are a way that we as individuals naturally organize our personal lives and communicate our everyday experiences.

From our early experiences of ‘show and tell’ in elementary school to the way we remember vacations and the important events in our lives, we are by nature storytellers, we make sense of our lives through our personal narratives; similarly we are naturally drawn to the stories that others tell.

Second, stories touch our emotions

The impact of a great tale is measured by what it makes us feel.

The writer who wants to be the most persuasive must have a story line that resonates with what the audience strongly feels and values. This will increase the likelihood of buy-in for the vision or idea being presented.

Third, stories breathe life into statistics.

When we read a newspaper article where hundreds of people have perished in an earthquake, our intellect registers the news and although we may think the news is terrible, we somehow remain detached from it.

But, when we read the harrowing personal story of a survivor emerging from the rubble after her family had given up hope that she was alive, our emotions are triggered and the story takes on a completely different quality-it becomes real, urgent, and palpable.

Fourth, stories are a powerful tool in shifting our focus.

For example, stories have the power to shift us from being fearful or risk averse to being driven by hope.

The reason for the change in perspective is that stories give us a belief in ourselves as we imagine new possibilities.

As we listen to a story of someone overcoming odds, we find ourselves thinking, “If the story’s character can do it, so can we.” Think for a moment when you last became drawn into a movie story line where it became your story. Consequently, stories are excellent vehicles for triggering positive emotions within each of us.

Fifth, stories have the power to orient people towards the greater good.

Anything that smacks of self-centeredness will turn the audience off. A “What’s he trying to get out of me?” audience response is the death-knell of any speech. A powerful story must step into the real world of the audience and mirror what they believe to be good for the organization. They need to be left with the feeling “We can make a difference in this important area.” Such a response insures that they will heed the speaker’s call to action and in so doing make the proposed idea theirs as well.

Finally, stories are a powerful source of inspiration.

The communicator must also be cognizant of the sources of inspiration in all persons — contribution, character, imagination, empathy, expecting the best — and be sure that at least one of those themes are included in the story’s overarching theme. Inspiration driven action is a powerful driving force in any organization.

6 Keys to Telling a Powerful Story

Key#1: Tell a story that touches your audience at an emotional level. Unless your story has universal appeal it will fall flat.

Key #2: Tell stories to breathe life into statistics.

Key #3: Tell stories that shift the focus to a powerful present and a compelling future.

Key #4: Tell stories how great odds or obstacles have or will be overcome. We all relate to a redemptive appeal and where the outcome represents the triumph of the human spirit.

Key #5: Tell stories that step into the world of the audience and address what inspires them.

Key #6: Tell stories that provoke deeper questions rather that giving answers in neat little packages.

In a nutshell, what story are you telling to influence a particular group or meet a compelling challenge?