In my last blog, I discussed the four benefits of using storytelling: clearer message, increased trust, more word of mouth and increased agreement. But what, exactly, is a “story”? And how do you make your story compelling?
There are various definitions of a “story” but in simplest terms, a story has a beginning, a middle and an end. Something happens, which causes something else to happen, which causes yet something else to happen.
But arranging your PowerPoint deck into a cause-effect chain is more of a story skeleton than a true story that can inspire a storylistening trance. When you are crafting a story, there are three main secrets of effective storytelling.
1. Have a hero the audience can relate to
All stories need someone the audience can relate to: a hero. Just adding a human element to your story moves it further away from logic alone and further toward storytelling. When you find yourself about to talk about SOMETHING, like market segments or international markets, instead try to talk about SOMEONE, like students, mobile professionals or software developers in China.
More tips for creating great heros:
Finding the hero is perhaps the hardest part of using storytelling in boardroom presentations, where discussions focus on issues and abstractions like “strategies”, “market segments”, “competitive threats”, “business metrics” and “financial performance.” Many of these presentations simply do not have a hero and cannot be told as a story.
Still, start by trying to identify the hero by asking “who” are we talking about, rather than “what” are we talking about. Finding the hero is the anchor point for moving from a logical argument to a storyteller approach. However, even if you can’t find the hero, there are still many ways to use storytelling, which we will cover in the rest of this blog series.
2. Conflict
A hero needs a goal. And when the hero faces challenges reaching their goal, it’s called “conflict”. Stories where everything goes according to plan are boring. Stories where the hero has to climb mountains, fight dragons and face his childhood enemy to rescue the princess are interesting. So when you tell stories, enliven them by saying what the hero is trying to achieve and what is standing in his way.
More tips on crafting story conflict:
Boardroom meetings are often about goals and challenges, so they are a natural fit for storytelling. But pay attention to highlighting the conflicts and risks if you want the audience to be a bit more attentive, and sprinkle conflict and motivation into all stories you use during your presentation.
3. Use pictures and picture words
The most important thing is to use pictures or picture words, to help the audience visualize the setting and become immersed in the story. People become transported into the idea through the hero’s eyes. When people experience the story internally, it becomes theirs and change happens effortlessly.
In one landmark study of the storylistening trance, researchers visited storytelling festivals and interviewed people in the audience who appeared to be (and later confirmed they were) in a storylistening trance. The one thing that most agreed on: stories they could visualize were the most engaging.
More tips on helping your audience visualize the story:
Not every presentation can be told as a story, and especially in a business meeting. Boardroom discussions tend to revolve around abstractions like “strategies”, “market segments”, “market share” and “competitive threats”. Executives care about metrics and fact-based data, which often don’t strictly lend themselves to stories. So although these tips are based on what makes a great screenplay, not all the tips translate to a boardroom presentation.
Still, there are at least four ways to use storytelling, or the persuasive elements of storytelling, in a business presentation:
We now cover each in detail, starting with using storytelling to open your boardroom presentation.
About the author: Bruce Gabrielle is author of Speaking PowerPoint: the new language of business, showing a 12-step method for creating clearer and more persuasive PowerPoint slides for boardroom presentations. Subscribe to this blog or join my LinkedIn group.