Storytelling isn't just for writers or public speakers. Every businessperson should learn to master storytelling skills. Humans are storytelling creatures. Everyone loves a good story.
When you're an entrepreneur, like author Cassandra Toroian, your business is quite literally in your hands. And you want to succeed! By learning a few tips for telling engaging, meaningful, and emotionally charged stories, you can make sure your customers remember you for years to come.
Why Tell A Story?
People are far more likely to act or follow a call to action when presented with information in the form of a story. Advertisers use this technique all the time. You've probably seen commercials that show a heartwarming story and then drop a product placement at the end. Companies use this technique because it works. Emotional engagement helps cement an idea or call to action in an audience. You too can use these techniques when you're an entrepreneur.
Hook Them Fast
Everyone is busy, and people's attention spans are becoming more and more fractured. There are a thousand different things vying for your concentration at any given moment. Good storytelling begins with a hook — something that makes the audience sit up and pay attention, and most importantly, want to know what happens next.
Start with a bang: Open with the most interesting part of your story, whether it's an intriguing fact, a funny anecdote, or a harrowing situation that makes everyone lean forward in their seats. You can save the backstory and buildup until after you've gotten your audience's attention.
Have A Heart
When was the last time a pie graph or a chart made you emotional? Dry facts and figures might be important, but humans crave an emotional connection. Storytelling is about creating that emotional tie between yourself and your audience. It's okay to be vulnerable, too. If you're sharing a personal story, let your audience feel along with you.
It can take practice to learn how to share emotional stories without becoming overwhelmed yourself, but it's worth it. If you can make your audience emotional, they are far more likely to remember you — and your story — and follow through on your call to action.
Nail The Ending
You've probably had the awkward experience of listening to someone tell a story and it just keeps going.. and going...and you don't have a polite way to exit the conversation. Don't be that long-winded rambler, or you will lose your audience's attention that you've worked so hard to get in the first place.
When you've hit the end of your story, bow out. Nail that ending. Leave your audience satisfied, with the key takeaways in mind. A snappy start is important, but a solid ending is what people will remember. End on a strong note!
Practice Makes Better
Perfection is tempting, but in reality, it's almost impossible to achieve. Settle for good and done on the brand stories. Practice your storytelling, the anecdotes you like to share, and the jokes you have honed to side-splitting punchlines. Just as you would practice a presentation or a keynote, refining your storytelling is an ongoing process. The good news is the more you do it, the easier it gets — and the more engaged you can keep your customers so your business thrives.
