I was thinking about the power of storytelling the other day when advising young entrepreneurs about how to present their business ideas without using jargon, exaggeration or clichés. In other words, without bullshit. How do you grab attention in a matter of seconds; leading to the much-talked about ‘elevator pitch’?
One way is to say something that surprises your audience. I recently saw a beautifully designed standing desk. It was being promoted with a question – ‘did you know that standing for an average three hours a day at your desk for a year burns more calories than running ten marathons?’
Yes – it surprised me as well. I regret I couldn’t afford to buy that particular standing desk, but the appeal of such calorie loss (even if it’s not true!) while using my laptop was enough to inspire me to design and make my own not-so-beautiful standing desk from an abandoned wooden garden chair.
Another way to connect powerfully with an audience is through storytelling. Antony ‘Tas’ Tasgal, author of ‘The Storytelling Book’, believes stories are under-rated and under-used in business. After being exposed to around 6,000 business presentations, Tas is leading the fight against the debilitating effects of Powerpoint (which he describes as “people in power who can’t make their point”).
But the battle is not yet won; we continue to be bombarded by bullet points and deluged with data. Too often we still experience the mind-numbing effect of the presenter reading each slide as if s/he is seeing it for the first time, which may be the case. And often all this follows a delay to get the computer to talk to the projector. Never perform with children, animals … and technology.
Tas believes we need to develop and polish our story-telling skills, to bring the human element back into business transactions. “We often forget that all of us in sales, marketing and communications are – at least partly – in the business of storytelling” he says “We seem to have fallen headlong into a culture in which business thinking, business talking and business doing have been overtaken by a system that is contrary to our hard-wired storytelling instincts…”
Which is not to say that words alone can always tell the full story. Despite widespread condemnation of the misuse and abuse of statistics, figures do, of course, have a role to play. A fellow business adviser once suggested ‘never present figures without a story, and never tell a story without figures’. Accountants would, of course, argue that a set of figures tell a story without need for further embellishment…
In the non-for-private-profit world, the art of storytelling can also be used to communicate a charity’s mission effectively, particularly when the stories feature real life experiences. A useful communication tool for trustees and directors is a small set of postcard-sized profiles of individuals who have benefited from the charity’s support. Each one describes the individual’s situation when they first contacted the charity, how the charity worked with them, and their new situation after the charity’s intervention. It has everything – a focus on real people and real benefits, bringing authenticity to the illustration.
A final word from marketing man Andy Bounds “Facts tell, stories sell. Tell stories about what you’ve done for others; don’t just list facts about what you do.” Andy Bounds has made a name for himself writing about ways to make ideas sticky. But that’s another story…
Further insights into the use of stories:
The Storytelling Book http://www.hive.co.uk/Product/Anthony-Tasgal/The-Storytelling-Book–Finding-the-Golden-Thread-in-Your-Communications/17487848
A great infographic on capturing and using stories http://www.imaginepub.com/Image/zTSY2BGi00imRglC0cmfgw/0/0
A word of warning from Seth Godin http://sethgodin.typepad.com/seths_blog/2016/01/3-d-printers-the-blockchain-and-drones.html
Why stories are good for our brains http://lifehacker.com/5965703/the-science-of-storytelling-why-telling-a-story-is-the-most-powerful-way-to-activate-our-brains
Storytelling and presentations http://blog.strategicedge.co.uk/2015/03/better-storytelling-in-your-presentations.html