The Power of Storytelling

Today, new titles like Chief Storyteller are being used in place of writer or marketing specialist. Corporate America embraced it, because leaders recognize the power of a great story vs. just generic information. If you can tell a fascinating story about something, it will intrigue, entertain, and attract people’s interest. For example, no one wants to hear just buy this or buy that; they would rather hear a great yarn. When I used to do speaking engagements about my books, I sold the most books when I sat and told stories related to my book. People identify with the stories and relate to them.

Storytelling is a great technique to sell both nonfiction and fiction. In the case of nonfiction, you can take ideas and concepts from your book and tell a story about it. Fiction you can pull a story right out of the book (read a chapter). Even if you’re not able to do in-person speaking (Covid) you can still tell stories through Zoom or any other audio or video meeting.

 

How do you tell a great story? Just like you would write one. You can simply share a story extraneously or you can have it scripted, but I wouldn’t recommend reading off a script. Reading a story is more stilted and less natural. As I noted, I used to tell stories, but the best responses came when I set the script down and just talked. I found I brought more passion to the story. So, it’s best to KNOW the story and tell it.

 

Authors who get nervous speaking in front of groups or even telling a story, I have this great piece of advice: don’t care too much. I’m not saying be sloppy or put no effort into it. I’m saying it’s not the end of the world if you stumble. People are pretty forgiving. Even if you bomb, so what? You always have the next time, right? I learned that in order to relax to not feel intimidated. When you’re telling a story, it’s no different than talking to your friends.

 

If you want to include visual aids, do it. You can write a PowerPoint presentation. If you’re telling a story in which you have images and illustrations, it will humanize the story even more. You can bullet salient points, which will also keep you on track with your story. Emphasize things that are lessons learned or major moments that can teach. In fact, your PowerPoint can help guide the audience through your story, and help you create an arc to it. If you go unscripted but use the PowerPoint this way, it will help you effectively walk people through the story.

 

Use humor and be funny … this one will really get people engaged. Tell funny moments but don’t be contrived about it. If the story isn’t funny, don’t jam a joke in it – that’s a turnoff. You can be self-deprecating or make fun of yourself (I can do that one pretty good LOL). OR, if you’re telling a heavy story, you might want to add some comic relief to it, but only in context to the story and certainly not an off-color joke. For those of you who struggle with “the funny” then don’t try to force it – that will come off awkward. 

 

Michelle Gamble is a publisher at 3L Publishing and PR. For more information, send an email to info@3LPublishing.com.