Storytelling is one of the most powerful tools in your business communication toolkit. Whether you're trying to position your brand in a crowded market, aiming to inspire stakeholders with your vision and values, or simply selling your products or services, storytelling should be used throughout your business. After all, who doesn't love a good story?
According to Michael Margolis, CEO and founder of storytelling training company Get Storied, stories are more than entertainment: they're actually "your ultimate currency" in business.
"You are trading on your story. This is why people buy your message or product, or even hire you to do a job," he said.
Here are 10 tips for powerful storytelling so your voice rises above the crowd.
1. Keep It Simple
Some businesspeople assume stories are complicated and that writing them is near impossible. Nothing could be further from the truth. At its core, an effective story structure is simple: who, what, when, where, and why. Most importantly, it's honest and from the heart.
2. Tell Your Team's Story
Uplift all the voices in your organization to tell your story. Train everyone to understand the company's story and communicate its values clearly. Get people excited about telling it.
3. Define Your 'Why'
Your story needs a clear takeaway. What's the purpose? A story without a message won't get you very far in business. In some cases, your story can even inspire action. What do you want people to do after hearing your story?
4. Keep Core Details
Because many stories feel personal, we can end up including too many details. Start by crafting your story without pausing to edit. This helps get it out of your head. Then leave it alone for at least a day. Revisit it with fresh eyes, and start editing. Do all of the elements really help drive your point? Remove all superfluous details, keeping enough context to help people see your 'why.'
5. Use Dialogue
Try to include dialogue in your stories. This makes stories more personal, livelier, and easier to follow. In fact, dialogue "causes additional brain regions in listeners' brains to light up," says leadership development consultant Ron Crossland. This means they'll pay more attention to what you're saying.
6. Spruce Up Your Skills
Many of us think we're born storytellers, but like most things, it improves with practice. If you need help getting started or taking your storytelling to the next level, check out TED's collection of storytelling talks or The Moth's events and podcast.
The stories that pack the most punch are personal ones. Vulnerability can help you connect more deeply with others.
7. Collect Stories
As a business owner, a repertoire of stories can help you smoothly connect with new people. These can include stories about who you are as a person or leader and the values that drive you. What are some stories that show your 'why' in action? Keep a few of those in your back pocket.
8. Stay Social
Sharing brief stories that give a behind-the-scenes look at your work life, team dynamics, or inspiring lessons can be a great tool to stay connected with colleagues old and new. Social media makes it easier than ever. You don't have to feel pressured to post every day, but a regular cadence will help engage your audience. Telling stories sometimes is better than never.
9. Be Vulnerable
The stories that pack the most punch are personal ones. Vulnerability can help you connect more deeply with others. When you tell a story, speak in your own voice and drop the jargon and inflated language. Use colloquial language, and speak from the heart.
10. Don't Read It, Tell It
Spend whatever time it takes for you to practice telling your story. It may not be perfect delivery, but nobody is expecting perfection. In fact, any flaws or fumbles can lighten the mood and help your audience feel more at ease.
The Takeaway
Stories can educate and inspire us and even change minds and attitudes. A well-told, authentic story can make you more trustworthy and encourage others to connect with you. Above all, stories are the glue that makes your message stick.
A version of this article was originally published on August 07, 2014.
Photo: Getty Images
