The Power of Storytelling

19800 Lockrey e-book_Storytelling_01.pdfThe Power of Storytelling
Contents Introduction . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
How Public Speaking Can Improve Your Career (and tips to help you) . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
How to Overcome Public Speaking Anxiety Fast . . . . . . . . . . . . . . . . . . . . . . . . . 7
Presentation Skills – Go from Boring to Engaging . . . . . . . . . . . . . . . . . . . . . . . 11
How to Harness the Power of Storytelling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
How to Be an Active Listener . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
howtocommunications Cynthia_lockrey Cynthia_lockrey
Connect with Cynthia
lockreycommunications.com | howtocommunications.com
Introduction Storytelling is the oldest form of communications. Throughout history, oral, written and visual stories have been used to pass down information from generation to generation.
Stories continue to be the most impactful way to not only communicate, but also to get people to take action whether it be by reading a social media post, listening to a presentation, reading a newsletter or watching a video.
This e-book explores the foundation of storytelling, what personal details we share through our stories, how to create impactful stories as well as getting clear on the elements of a story (and knowing if you really have a story to tell).
• Storytelling – It’s All in Your Brain
• How Our Stories Are a Crystal Ball into Our Future
• 5 Tips for Impactful Storytelling
• Don’t be Afraid to Get Personal
• Do You REALLY Have a Story to Tell?
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“ The stories we tell literally make the world. If you want to change the world, you need to change your story. This truth applies both to individuals and institutions.” Michael Margolis
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Storytelling – It’s All in Your Brain One of the oldest methods of communication is through storytelling. In our age of technology, it’s still the best way to convey information. Why? Because when we share stories it actually alters how the brain processes information.
Our brain is hardwired for stories.
When we hear an impactful story, it changes the chemistry in our brain and allows us to be more connected to the information we are hearing.
A story that gets you angry, upset or fearful causes your brain to release cortisol which helps you pay attention and retain information. Oxytocin (love hormone) is release when you hear a story that tugs at your emotional heartstrings, triggering trust, empathy and generosity.
It goes beyond just hearing the words to feeling and processing the information being conveyed.
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So, what is an impactful story? This is a story that transports the listener to another person’s world. It goes beyond a listing of facts and information. An impactful story includes emotions, problems, solutions and details that bring the listener into the story versus being on the outside.
Power of storytelling
When we spew off a bunch of information, our brain picks and choses what it remembers. But when we weave that same information into a story, we are able to retain 2-10x more facts, thanks to the chemicals released by our brain.
This is why storytelling has been used throughout history to teach people as well as pass on important information.
Many cultures have had their history passed down through storytelling. It’s much more memorable than getting people to memorize a bunch of facts to pass on to the next generation.
Think about when you get together with family and friends. How many stories are shared over dinner or a drink? Now what stories do you remember? The ones that made you laugh, cry, get angry? Or the ones that were a listing of facts and information? I’m guessing the stories that triggered an emotional response.
Storytelling at work
Knowing that our brains are hardwired to retain information and tune in when listening to stories, why aren’t we including stories in our everyday work?
When you’re talking with a co-worker about a problem, instead of listing your frustrations, why not weave it into a story (what the problem is, how it makes you feel, what the solution would solve)? Through the storytelling, your co-worker is better able to see the problem from your perspective and work with you to come up with a solution.
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Storytelling is also the best way to teach people a new technique, program or way of operating. Think back to your school days. How did you learn best? Through a listing of steps or never-ending PowerPoint presentation? Or through a story? I’m guessing you remember the stories.
Stories don’t need to be long to be impactful. They just need to have elements that engage the listener.
Share your stories
If you’re nervous about storytelling, start small. Look for ways to share stories in your personal life with friends and family. Pay attention to what elements of a story makes people tune in to what you’re saying. Be aware of your storytelling voice – are you dramatic, serious, funny or emotional? Now how would this fit into your professional life?
I encourage you to look for ways to go beyond sharing information and using stories as a way to teach, educate and transform those around you.
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“ You’re never going to kill storytelling, because it’s built in the human plan. We come with it.” Margaret Atwood, author of The Handmaid’s Tale
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How Our Stories Are a Crystal Ball into Our Future Storytelling is a hot topic right now. Where storytelling was once limited to authors, speakers and public relations professionals, it’s now getting the attention and respect it deserves, being used by many professionals to share information on a personal level.
As a professional storyteller, I make a living by not only telling stories (through my books and public relations work) but also by teaching people how to tell impactful stories.
There is a side of storytelling that is often overlooked – how it provides insights into the professional and personal life of the storyteller.
Did you know that every time you tell a story, you are not only conveying information about your topic, but also laying out clues about your past,
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present and future? People are tuned into these clues, as much as they are the content you are sharing.
This is an area of storytelling that fascinates me. Truly fascinates me.
The power of words
Despite working as a storyteller for over 20 years, I had never really given much thought into what personal insights I was sharing with my audience. Yes, I knew that words have power, but hadn’t fully appreciated how the words I use say as much about me as it does my content.
Wanting to learn more about storytelling, I began watching TED Talks on storytelling. I stumbled across Rewire Your Brain Through Storytelling by Ane Marie Anderson. In this short video, she explains the narrative identity.
While the narrative identity relates more to the stories we tell about ourselves, versus storytelling to market a product or used to connect with the audience in a presentation, there are still some lessons learned from narrative identity that we can all use in our communications.
The essence of narrative identity is how the stories we share about ourselves provide insights into our past, present and, most importantly, are a strong predictor of our future. Are we using positive or negative words? Are we victims or the hero in our stories? How do we respond to negative situations? Do we give up or see them as opportunities for growth?
Every time we share a story about our life, we are not only sharing clues about who we are, but we are also laying a path for our future. Where this path will lead, depends heavily on not only the stories we tell but also HOW we tell these stories.
By changing the narrative from negative or a victim to positive and taking an active role, we can actually change our personal and/or professional path. While this may seem simple, it’s not so easy. Especially when the path is one we are familiar with and has been followed for many years.
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New path
But, like all paths, it is able to change its direction – either gradually or abruptly. How it changes, and where it goes, depends on the words we use, and the stories we tell ourselves and others.
So how does this relate back to storytelling in presentations or meetings?
Often, how we tell stories in our professional lives is a reflection of how we tell stories in our personal lives. If you’re humorous or lighthearted when tell stories at work, it highly unlikely you are serious or somber when telling stories with your friends.
An important element of storytelling is realizing and understanding not only how you tell stories, but also how people respond to what you have to say. Now this can be a tough discussion to have, as not everyone will be willing to give you honest feedback.
It is important to find a friend or co-worker who will give you feedback on your storytelling style. Is it positive or negative? Is it inspiring or demoralizing? Do you use humour or are you serious? And most importantly, how do people feel after hearing your stories?
Going back to the narrative identity, and looking at the clues we are laying out about our past, present and future, is how you are telling stories a reflection of the direction you want your life to be heading? Or is it how you want people to think of you when you leave the room (wow she is so positive and inspiring or yikes, that was all doom and gloom)?
Self-aware
The best way to figure out how the narrative identity works when it comes to storytelling is to listen to the stories that others are telling. Try and go beyond the content and tune into the subtext. What words are they using? What is their body language when they are talking? How does their story make you feel (tapping in to the emotional level)? And finally, what clues do you have about the day they’re having, their past and where do you see their future heading?
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Now I’m not suggesting you become an armchair psychiatrist, but by tuning in to the clues others are laying out through their stories you can become more self-aware of the impression you are making on others.
As you continue to improve your storytelling skills, I encourage you to not just look at storytelling tips and techniques, but also take the time to become self-aware of the stories you are telling and how you tell these stories reflects on you.
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5 Tips for Impactful Storytelling In an age of social media, video and shortened attention spans, how do you get people to not only listen to what you’re saying but also engage? Through the ancient (and still relevant) art of storytelling.
While we now have unlimited ways of sharing information, one thing hasn’t changed. The impact a story has made in a personal connection.
Stories can (and should!) be used in blogs, social media posts, video, emails, presentations, speaking notes…and much more. Use the story to explain complex information, get people emotionally involved or take the desired action (using it for good not evil).
Here are 5 tips to help you create impactful stories in your content development.
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1. Story Elements
The first step is thinking about some of the main ingredients that make up a good story.
Like any recipe, make sure you include at least one of the following elements in your story:
• Drama Conflict Children
• Resolution Environmental Heartstrings
What’s not on the list — your programs, products or services. While these may be important to you, they are not of interest to your audience. Instead, use storytelling to make the human connection between your product and your audience. How does it relate to them? Improve their lives? Make a difference they should care about?
2. Know Your Audience
The most important piece of storytelling is to remember — there is no one-size-fits-all story.
Start with thinking of the person who is hearing this story. What is their age, gender, interest, education, etc? See them as an individual who is standing in front of you. One person, not a crowd of faceless people.
Now tell the story in a way that is relevant to them, not you.
• What information do they care about?
• What is of interest to them?
• WHY should they care?
Yes, there may be people who tune out your story as it doesn’t relate to or interest them. But isn’t it better to have a group of people stand up,
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take notice and truly listen to your story instead of everyone dozing off?
3. Key Messages
This is all about getting to the point and staying focused.
What are the 3 key points you want people to remember? The most important information you want to share? Be as clear as possible on these points, then structure your story around them.
In a blog post, I wrote about Why Self Care is Important to Your Success. My three keys messages were:
• Extreme stress = health issues
• Self-care is individual — find what works for you
I then structured my blog post, social media messaging and Facebook Live video around these three key messages. Knowing my audience is primarily women, I talked about some of the pressures I’ve felt like a working mom, and some self-care strategies I’ve put into place.
I didn’t blather on about the latest research, hot trends or products to try out. Rather, I focused on my key messages, sharing some personal challenge and insights on these points. By structuring my thoughts around 3 key messages, I was able to be consistent, get my points across and make a connection with my audience using a variety of tools to share my story.
4. Make it Personal
If you’ve read any my writing, you’ll know I’m all about being personal. No this doesn’t mean sharing the gory details about my personal life. It’s about being a real person. With real issues, flaws, life lessons and, most importantly, a personality.
No one wants to hear how perfect you are. We all mess up. We all
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struggle, fail and have won. Share these. Be relatable.
When I speak at conferences, I don’t just talk about successes. I’m also open and honest about some failures or when things didn’t go so well along the way. Through our vulnerability, we can break down some walls and preconceptions, which allows our audience to connect with us on a deeper level.
5. Select the Tools
Finally, once you’ve created your story (video, writing, social media post, etc.) find the best way to share it with your audiences. Not every tool is the right tool.
Dig through your toolbox and select what works, starting with your website. For most content, this is a great home base. Now going back to your audience, what tools do they use to get information? Are they on Facebook, LinkedIn, read your emails, attend certain events?
Once you’ve figured out where your audience gets information, find a way to share your story using those tools.
For me, I have a small following on Facebook, Twitter, Instagram, and LinkedIn. I share my stories on these channels, changing the message to meet the needs of the audience. I also submit articles to Medium, The Mighty and other publications, depending on the topic and audience.
Don’t Strive for Perfection
Here’s the bonus tip. Stories are told by humans to humans. There is no perfect story. Give yourself permission to learn as you go.
Over the next week, I encourage you to find ways to include stories in your content development, as well as work meetings and presentations. Start small, relating a story about your observation. Then go from there. But make sure you start by thinking of the person you are sharing the story with and what interests them, not you.
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Don’t Be Afraid to Get Personal
I recently presented to a provincial government finance committee that was seeking input on the annual budget. I spoke as a mother and patient advocate about the urgent need for more speech language therapy funding for preschool and elementary school students. I used storytelling to make a personal connection on a complex issue.
I had five minutes to state my case, and somehow make my story stand out from the lawyers, professional organizations, non-profits and industry organizations that were also presenting funding requests.
So, I decided to get personal. That meant being vulnerable and sharing the huge struggles my child experienced when no one could understand him and the difference speech language therapy, and finally being understood, has meant for my child. All in five minutes.
I thought I’d share with you how I formulated my story as it was a great exercise in combining emotions, facts and ending with a clear call to action (all key elements in storytelling).
Facts
I began by setting the stage with the current challenges facing children in our province in terms of the number of children with speech delays, current wait times for assessment and therapy, average caseloads for speech language pathologists (SLPs), and balancing in-school demands with available resources. By starting with statistics and facts, I was able to give the analytical people on the committee some information to chew on. This was about one minute, with an accompanying handout.
Personal Experience
Now it was time to take a deep breath and share my personal story. I talked about my son starting kindergarten with a severe speech delay and how this kept him from participating in class, making friends and impacted his self-confidence. His teacher had labelled him as having an intellectual delay (even though we told her he did not).
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After a couple of months of in-school speech therapy, we were advised our son needed intensive therapy (which meant hiring a private SLP — which we did). Four months later, his speech had improved substantially. Now that he was understood, he began making friends, participating in class, and finally enjoyed going to school. As for his teacher, she commented on how he was one of the brightest kids in the class. A big change in four months.
While his case is remarkable, I know it is not the reality for the majority of children. Very few children have access to the resources needed for intensive therapy —…