[Audio] - How to Use Storytelling as a Persuasive Tool
I love telling stories, all the time. At work, with friends, at home, with clients. Honestly, sometimes I think I spend too much time telling stories.
And even if you think you’re not a storyteller, I’ve got news. You are. We all are. And telling stories can benefit you in business. (No, I’m not talking about the bull sessions on the golf course.) A story can add impact to your presentations, speeches, and even your negotiations.
Think about how you talk when you get home at the end of the day (or, if you’re WFH, once you’re done with work) or what you say when you meet up with friends. It’s not a weak exchange of information, like, “I ate dinner.” “So did I.”
We share the interesting, shocking, surprising, funny, annoying or _______________ parts of our lives. (You fill in the blank.)
Think about it. I can’t even count how many times I’ve said to my husband, “That annoying guy was in the office again today. And guess what he did this time…”
The cool thing about having this innate ability to tell stories is that we can use our roles as storytellers to be more persuasive, and to finesse our persuasive arguments.
That’s Randy Ford above, leading a Storytelling For Business workshop. He’s also a huge part of why I know so much about this stuff. Randy and I lead Storytelling to Strengthen Your Presentation workshops for corporate and non-profit clients. Most recently, we’ve taught story and presentation skills to Tech and Med Tech companies. We help our clients present tighter, engaging presentations, with audience-focused messages.
So I was so glad when Kwame Christian invited Randy to talk about persuasive storytelling. I got to learn about storytelling as a tool with a whole new angle.
Listen to Randy’s wisdom below.
My 3 Favorite Takeaways from Randy’s Interview on the Negotiate Anything Podcast
“Storytelling” is not “Story time.”
Storytelling is a useful tool in business, but some folks shy away from it because they think we want them to say, “One upon a time there was a salesman at this great Ed Tech company…” That’s not it at all. Storytelling involves using real-world experience to make whatever you’re presenting sing.You have to remember: Your audience is coming to the table with their own story.
When we prepare a persuasive presentation, a pitch, or an ask, the natural tendency is to get our own arguments, facts, etc. on the page and present away. We need to put ourselves in the listeners’ shoes, because they may already come to our presentation with a story of their own, such as a prior bad experience, or a preconceived notion about our products, our company, or the person speaking.
Unfortunate example of this: Sadly, I know of one organization where, in the 1980s, certain people refused to join a project because the project manager was female. Um, hi, outdated attitudes! PS - the project manager rocked that project out of the park. And was rewarded for doing so.You can’t control how your audience receives your message.
It’s a common misconception that if we prepare enough, write the right things, make the best PowerPoint, come up with the best argument, etc., our audience will bend to our will.
But that’s not the case. Because your audience is already bringing their own “story” - their lived experience, how they’re feeling that day, etc. - all you as the speaker can do is do you’re best, deliver your message (focused on the audience, if you’ve done your job), and let your listener respond as she will.
Need help with your own speech, presentation, or story? Get in touch to work with me or Randy.
What to read next:
Where Can I Practice Storytelling? Chicago + Nationwide
Being Vulnerable in Presenting or Storytelling with Storytelling Maven Rebecca Anderson
About The Author
Hi! I’m Marianna. As a Presentation Coach, I make public speaking and presentation skills easier for my clients. I help with everything from preparation to managing anxiety and nerves to speaking with confidence. In addition to Presentation Skills workshops, I offer executive coaching and Keynote speeches. To learn more, Get in touch.