The Importance of Storytelling

Long before we had a written language, we communicated by telling stories; it was how we passed down our knowledge, our history, and even our tips for survival.

When you think about the most powerful speeches you’ve ever heard or watched, what was it about the speakers that compelled you to keep listening? We’re drawn to dynamic speakers who present information with enthusiasm and passion, but my guess is that what really drew you in was the story the speaker weaved into the presentation. Successful presentations include storytelling, which is why we emphasize the importance of identifying your core message and being authentic in your messaging.

Why Storytelling Matters

Storytelling creates a powerful connection between the speaker and the audience. Storytelling brings the message to life, as the speaker envelops the core message with brilliance and color of anecdotes that make the message more relevant, more interesting and more memorable to the listeners. The stories that a speaker tells creates identifiable moments in which audience members can relate to the speaker.

Storytelling Makes the Message Memorable

When Sheryl Sandberg spoke to the Berkeley Class of 2016 and told them to have gratitude for every moment, even the bad ones, and to not take anything for granted, she delivered her core message. But it was in telling the story of her own personal loss and the learning that came from the sudden and tragic death of her husband that gave deeper meaning to her message and opened the hearts of every person listening.

The Secret to Great Storytelling Stories aren’t statistics

Regardless of the presentation you’re making and the facts that you are including, the story needs to evoke emotion and involve the senses. Encompass as many of the senses as you can. This is easier to do if you speak from your own experiences, because you can pull those sensory pieces from your own memory. Sharing personal experiences also helps the audience connect with you on a more human level.

Stop telling and start showing

The power is in the way you tell your story. It’s the difference between saying that “We are leaders in our industry” and saying that “The high barriers to entry protect your investment.”

Stories have motive.

This isn’t about your ego or making sure the audience knows you. Your story must be told with the main message in mind. What is the core message you want your audience to walk away remembering? Tell the story that drives that message home.Stories are part of the social construct of humanity. We tell stories to our children to help them learn. We can fill our presentations and speeches with as many statistics as we want, but the story that we ultimately tell will be what makes the difference.