Storytelling has become a buzzword in business recently. We are told that we need stories in our branding, our marketing, and of course, our presentations. Weaving storytelling into our business communications captures attention, creates connection, and inspires our audience to take action.

Stories are a simple way of communicating your message. But simple doesn’t mean easy. It takes skill to craft a story that connects, and I’d like to help you break down how to do that using the 3R’s of storytelling.

Why are stories such an effective communication method? 

Storytelling isn’t new. We can trace it back to cultures that existed thousands of years ago. Stories have universal appeal; they engage us and enable us to learn from someone else’s experience.

Around 380 BC, the Greek philosopher Aristotle spoke of the 3 Pillars of Persuasion:

-Ethos (Credibility)
-Logos (Logic)
-Pathos (Emotion)

If you can combine all three pillars in a speech or presentation, you will win the hearts and minds of your audience. To paraphrase sales expert and motivational speaker the late Zig Ziglar,  “we buy on emotion and justify with logic.” Storytelling can  create that emotion. 

Studies in neuroscience have shown how our brains light up when we hear stories. When we can connect with what we hear, it makes it memorable, relatable, and motivational. 

Not all stories are created equal

Some people believe that telling a story- any story- will magically create an instant connection with their listeners. But it’s not quite that simple. Have you ever listened to a friend or family member drone on and on, telling you a story that is fascinating to them, but you find…. boring?

“I’ll tell them my story” might sound like a wonderful idea to you, but is that story going to hold your audience’s attention?

When you are planning any presentation, the starting point needs to be your audience. It is the same with storytelling. Put yourself in the shoes of those listening and think about what they’d really love to hear.

You can read more about creating effective presentations in my blog post 7 Step Preparation- Your Key to Successful Presentations.

The 3 R’s of Storytelling

When you are choosing stories to include in your speech or presentations, always consider the 3 R’s

Relevant

What is the purpose of your story? Is it to persuade, inform, entertain, explain or describe? Is your story relevant to the audience and to the point you want to make? Make sure that you are clear on this in advance. If you can’t see how it is relevant, then your audience definitely won’t!

Relatable

Your story must be relatable to your audience. They need to see themselves in the characters or the situations and challenges they face. When the story resonates with your listener, they’ll identify with it, and you will build a stronger connection. That is when your story will have maximum impact. 

Remarkable

What is it about your story that makes it remarkable? Is it the character? Is it the struggle they’re facing? Is it how you tell the story? 

An ordinary event, with ordinary characters told in an ordinary way will be instantly forgotten. But adding something unique, a dash of the remarkable to your story, will make it memorable. 

Storytelling is a skill you can improve on with practice and using the 3 R’s as your building blocks will help you craft stories that connect with, inspire and truly engage your audience.

What’s the most memorable story you’ve ever heard in a presentation? What made it stand out for you and stick in your mind? I’d love to hear more in the comments.