Practice these 3 storytelling lessons.
Professional storytelling is an art that can’t be mastered in three easy lessons. But with a few practiced habits, your audience reactions will shift from “bleh” to “bravo!”
I hope we agree that “just the facts” is a losing approach for presentations, webinars, or interviews. Storytelling in all its forms is a key to separating you from the rest when it matters most. You’ve read articles and watched TED Talks about the importance of stories, even in boring industries. Here, I’m going to direct your attention specifically to the spoken word.
Most people are capable of telling a story, yet most stories are utterly forgettable. We’ve all been in the office kitchen or a virtual meeting where we knew the story we were sharing was fascinating and had a surprising climax, but failed to hold our coworkers’ attention. “I guess you just had to be there,” we tell ourselves. Or worse, we stop telling stories to avoid embarrassment.
Professional storytelling is an art that can’t be mastered in three easy lessons. However, the telling of stories can be improved by appreciating the elements that make a story good for telling and by applying some techniques and devices employed by the professional storyteller. With a few practiced habits, your audience reactions will shift from “bleh” to “bravo!”
A well-chosen, well-told story has more to offer than mere entertainment. It has something vital and lasting.
The first storytellers were the tribal warriors who sat around their campfires at night and recounted their day's conquests. Another group of storytellers practiced their art in the homes when the lights and fires were lit for the night. They were the grandmothers and the grandfathers, and the tales they told were of the folk, their actions, their thoughts, their ideas, and their beliefs.
21st-century humans are turning to oral storytelling in the professional services realm. It’s like we rediscovered the classics. We’ve come to a fresh realization that the spoken word is more vivid than the written word, so we return to storytelling as a means of conveying ideas and ideals of lasting value. Look at the way lighthearted video exploded on every social media platform. Even Instagram, the photo app for years, is shifting to video.
It’s natural to feel like an imposter when delivering a story about the past, present, or future of the built environment. “This isn’t me. Where do I begin? How to make this interesting without sounding cheesy?” Here’s the cure to the imposter syndrome: use other people’s stories to make your point. Bypass the emotional trauma of creating from scratch.
Most of us had storytelling schooled out of us by teachers and principals. The ability is in you–you’re not an imposter.
Practice some of the tactics in the short lessons below to be the person clients are clamoring for. There’s no need to try everything at once. Start small by focusing on one detail per lesson. The goal is to feel comfortable embedding stories in your work by learning some of the tactics of professional storytellers.
You’ll see this practiced in TED Talks all the time. A speaker is on stage to share research about electric vehicles, but opens with a surprising story about Thomas Edison’s father-in-law that you can’t believe is missing from history books. Being a storyteller doesn’t mean you have to be the story’s author or subject. Alright, let’s get into it.
Lesson 1: Choosing a Story
The choice of a story is most important. First of all, you have to like it. If not, the town council or board of supervisors you’re pitching to won’t like it. So first choose or develop a story that you enjoy and has meaning to you. We all know when you’re feigning interest.
Points to consider in choosing a story
Subject is the focal point. This person, place, or thing is the hero of the story and should be easy for the audience to relate to.
Theme is part of another’s story that can be transposed to your presentation.
Look for stories with structure or patterns that you’re most comfortable retelling.
Essential qualities of stories
Vivid action clarifies the point of the story.
Word pictures are sticky, and help the audience remember your talk.
Find stories that appeal to the imagination, so you’re thought of as one with big ideas.
Types of stories to tell
Hero legends and folktales are rich with stories for urbanism audiences.
Comedies, modern or Shakesperian, can brighten the room.
Realistic and fantasy backdrops both work. Don’t be restrained by the bland conference room you’re in.
Lesson 2: Preparing a Story
You’ll deliver your best story when you know the background. Your grasp of the story’s context is vital, even if it’s one small arc within a larger story. That knowledge produces an intangible quality in the telling, and it helps make the story your own.
Master the structure
Confidence in the start and end of the story will help maintain your focus and ward off the stutters and stammers.
Know the characters and situations, even if the story is focused on two characters making a fateful decision.
Practice a style
Retain the mood of the story whenever possible.
Reproduce drama to underscore the gravity of the subject disturbing the status quo.
If the story has unique language or phrases, make the expressions your own.
Learn the story
Prepare as a whole, not in parts.
Avoid memorization. Learn the story so well that you can deliver conversationally and deal with interruptions.
Make the story your own
Visualize the happenings of the story.
Imagine the sounds, tastes, and colors in your story.
Reproduce those happenings to the extent possible.
Lesson 3: Telling a Story
Don’t confuse the art of storytelling with the art of acting. Interpret and express the ideas, moods, and emotions of the original author, without identifying yourself as one of the characters. The goal is suggestion, not imitation.
Produce a well-told story with correct use of voice, applying oral communication fundamentals, imagination, and real thought. This might be the hardest part for an extrovert, because we sometimes think everything we say is worth saying. Think it through.
Voice
Be heard with controlled breath. In an online setting, that means use a microphone.
Be clear with articulation. Small words and short sentences will boost confidence.
Change pitch and speed for variety and emphasis.
Expression
Know what you want to say. This is not the time for winging it.
Think what you mean. When you train your mind to be present, you’ll avoid robotic delivery.
Express what you feel. Trust me, this is just as true with professionals as it is children.
Methods of effective communication
Pause to make the audience look up or lean forward.
Place emphasis by imagining italics in the story.
Build climax, having thorough knowledge of all the elements of the story.
Begin with confidence.
Use gestures and body language, as you would at the campfire or coffee pot.
Start a new habit
A well-chosen, well-told story remains with your audience long after you leave the room. Remember, you don’t need to start from scratch:
Choose a famous story that has an interesting application to your work.
Prepare an abridged version while visualizing the story happenings.
Practice telling the story with gestures and changes in your voice.
It’s much easier to convince our brains to go along with a new habit than it is to pursue an abstract goal like “tell stories.” Give yourself achievable goals and the storytelling habit will form.
I originally wrote a version of this for Marketer Journal, but think it’s useful for non-marketers like you.