The worst presenter I ever saw did everything wrong, from not understanding his audience to lecturing instead of engaging us to turning the session into one long sales pitch. Show Worst of all, his talk was nothing but data — endless columns of it, packed onto dense, ugly slides. There was no narrative holding his points together and, in fact, no stories of any kind. Stories are the centerpiece of any successful presentation. You should begin with story, end with story, and have stories in the middle. Here’s how to use stories in a presentation. But first, let’s review why storytelling is so important to presenting. Why Use Stories in a Presentation?Multiple studies confirm that storytelling is the most powerful form of communication at our disposal:
The bottom line: stories captivate us and stay with us in a way that ordinary information just doesn’t do. 1. Start Your Presentation With a StoryFar too many presenters squander that all-important first minute of their presentation. This is your chance to grab the audience’s attention and make them want to know more. Here are common ways speakers kick off their presentations, and why they don’t work:
How do you make them care? By telling a compelling story that brings to life a problem they should be concerned about. So think carefully about your audience’s needs, desires and fears, and tell a story that will resonate with them. Here’s quick primer on crafting an effective story. 2. Be Disciplined About Your StorytellingSome of my clients are uncomfortable starting with a story right out of the gate. They feel they need to welcome the group, acknowledge VIPs in the audience, set expectations, etc. But that just dilutes the power of your story. So save all that housekeeping business for later and jump right into your story. It’s far more compelling when your first words are, “I never thought it would happen to me …” or “It was the scariest moment of my life …” Presentation expert and Hall of Fame speaker Patricia Fripp offers 27 ways to open your speech with a bang. They make great story starters. (Also, resist the urge to tee things up by saying, “Let me share a story …” or “I’m going to tell you a story about …” Just jump right in!) 3. Make It a Personal StoryThough it’s tempting to use stories about major figures like Winston Churchill or Steve Jobs, audiences have heard those stories thousands of time. So don’t go “googling for stories.” And avoid timeworn tales like the “rocks in the jar” or the truck stuck under the bridge. It’s much better to use stories that you yourself have actually experienced. In addition to being original, a personal story means you’re going to be more connected to it, making it far more likely that your audience will connect with you. 4. Be Sure Your Story is On PointDon’t tell stories purely for entertainment’s sake. You’re not there to entertain; you’re there to inform and persuade — to change people’s minds and get them to take action. So make sure your story is on-message. If your talk is about teamwork, make your opening story about teamwork. Don’t waste an opportunity to reinforce your main point. 5. Include Stories in the Middle (But Not Too Many!)To sustain attention, you should weave stories throughout your presentation. How many stories should you use? There is no magic formula. Much of it depends on the length of your speech and the length of your stories. Let’s say you have five parts to your presentation: intro, conclusion and three sections in the main body. That might call for five stories. Might. It all depends. Five 2-minute stories in a 15-minute talk is probably too many. Which brings up the issue of story overload. I had a client whose presentation was almost entirely stories. After a while it felt like his stories were a cover for a lack of substance. I kept thinking, “Where’s the beef?” So be sure your stories are accompanied by evidence, data, examples and your own assertions. 6. Return to StoryJust as you should open with a story, you should close with a story. In fact, one of the most effective techniques is to return to an earlier story by adding a postscript, revealing a surprising twist or telling it from another character’s point of view. It’s like the callback that standup comics use. The ring of the familiar triggers an “aha” moment and brings the audience full circle on the journey they’ve taken together. For instance, in the story I told about the worst presentation I ever saw, what if I told you that speaker was a professional marketer? Someone whose whole business is premised on reading an audience and delivering on their needs with stories that sell. On that day, he utterly failed. Which is an important lesson. Even professional communicators sometimes neglect the fundamental principles of persuasion — and that includes storytelling. [This post originally ran in Communication World Magazine] By incorporating five essential elements, you can use storytelling to captivate any audience. Have you ever wondered what makes the best TED talks so unforgettable—almost magical? It’s storytelling. Storytelling isn't just a tool. It's an art. And it’s nothing new. One of the oldest and most famous examples is the Chauvet cave in France, which has drawings that date back 30,000 years. Today, stories can be communicated in many ways, including visually, orally, and through the written word. Science proves that storytelling is compelling because our brains are hardwired to process and store information in the form of stories. In the business world, this approach can improve the quality of your presentations and create a lasting impression. By incorporating five essential elements, you can use storytelling to captivate any audience. I have witnessed many presentations where the speaker attempts to tell a story by speaking off-the-cuff. That’s not a good use of storytelling. A good story needs to have a beginning (set-up), a middle (contrast or conflict), and an end (resolution and key takeaways). The opening should be captivating and pique your listener's curiosity. The middle is the point where you frame the situation. The ending ties it all together and is what people usually remember best about any story. Business storytelling should not be fictional. If the audience can relate to your own stories, you will build trust and make a connection. Use your personal experience to become relatable to your audience. Listeners perceive authenticity, and if they don't sense it, they will reject the story and the teller. Use a conversational tone and familiar words to help your audience relate to you as a person. You will come across as friendly and put the audience at ease. Stories should be kept simple. You should speak to a business audience as if you are talking to your friends or family. You shouldn’t need to look through a thesaurus just because you’re presenting in a business context. Numerous studies reveal that using visual elements improves retention and engagement. Visual storytelling allows data to be broken down into smaller digestible and memorable chunks of information. Give your presentation a new life with relevant images or videos that support the narrative of your story. In a nutshell, don’t tell your audience something if you can make them see it. Know your audienceKnowing your audience's pain points and values will help you tell a compelling story. Determine what topics interest your target audience or what other people or brands they trust. Find out if there are any shared experiences you should highlight. Really understanding whom you’re talking to is a crucial first step in your storytelling journey. Nancy Duarte is the founder of Duarte, a firm that helps businesses realize the power of presentations. In explaining how to identify your target audience, Nancy says, "Make sure you find common ground with the people to whom you're presenting. Common ground helps create empathy; if an audience can relate to the story you are telling them, they’ll empathize with you and may begin to care.” Don’t underestimate the power of storytelling. Ultimately, you want your listener to walk away with an emotional connection. As Maya Angelou once said, "At the end of the day people won't remember what you said or did, they will remember how you made them feel." If you’ve been feeling stuck and aren’t sure it’s time to make a career shift, download Caroline Castrillon’s free guide: 5 Signs It’s Time to Make a Bold Career Change! |