3 Storytelling Strategies to Increase Your Impact
Whether your goal is to inspire action or influence others, facts and data can only go so far. If you can’t get your point across in a way that captivates your audience, whatever you’re proposing is likely to fall flat or be forgotten entirely. In fact, we remember information up to 20 times better when it’s delivered in a story. And it makes sense. What do you connect with more: a packet of spreadsheets and graphs, or a compelling narrative?
As Bob Iger shares in his Masterclass “A strategy is only as good as your ability to articulate it. The clarity becomes incredibly important. Clarity…is an essential ingredient to good leadership as well.” Not all leaders are natural storytellers, yet all have the capacity to become one. With intention, preparation, and practice, this important skill can be learned. Here’s how to get started.
Know your audience
If you’ve ever felt like you missed the mark or didn’t achieve your desired outcome, you may be missing a crucial part of storytelling: understanding the mindset of your audience.
People are subject to the false consensus effect, meaning that we tend to see our own choices and judgments as common and appropriate. In short, we think others are like us, which is a dangerous assumption to make. Using a story is a strategic decision, and in order to do that, you need to know your audience’s background, interests, and motivations so you can tailor your content to what resonates with them.
Before you plan your communications, ask yourself some questions about whom you’re trying to influence or inspire. Try these:
What’s in it for them? What are their priorities? What are their concerns? It’s a lot easier to get behind something when it benefits you, so consider how what you’re suggesting will improve their work or lives.
What do you want them to do? If you don’t have a clear outcome for your audience, it will be difficult to convince them of anything. Be specific about what you need from them, and practice laying that out in a precise way that doesn’t leave room for alternate interpretations.
How might they resist? What you’re proposing may be a “no-brainer,” yet prepare yourself for it not to be. What may this particular audience push back against? What objections or obstacles will they have to clear in order to be successful?
What are their communication preference(s)? What communication strategies and/or delivery mechanisms have they responded well to in the past? What other observations have you made about the way these individual(s) receive information that can help you formulate your approach?
Ask yourself: How have I been received by my stakeholders in the past? What can I shift to more effectively tell the story for them (versus for myself?)
Craft your narrative
Once you are clear on your audience’s mindset, it’s time to craft the actual narrative. You may remember from high school English class that it’s important to hook your audience on the first page. Well, the same is true here. Be bold, and start with a confident assertion that piques the audience’s interest. A strong hook can look like a surprising or motivational story, a thought-provoking analogy, shocking statistics, or even inspiring quotes.
When you have them on the line, make sure that the rest of your story measures up to your strong opening. Don’t overthink it; remember the narrative structure of point-of-departure, gap, and point-of-arrival.
The point-of-departure should reflect their current situation, what the audience already understands. This opens them up to hear your ideas for change. After you set that baseline of what is, introduce your vision of what could be. The gap between the two will throw the audience a bit off balance — and that’s a good thing!
Now that your audience can see the problem, the gap section should play up the difference between what is and what could be. By contrasting the two, your audience will gradually be pulled toward what could be.
Your point-of-arrival, or how you resolve your story, is just as important as how you start it. Share how much better their world could be by adopting your ideas. People are much more likely to get on board when they know it will be worth their effort. Start with a call to action, letting the audience know needs to happen, but make it inspiring, not a to-do list. Storytelling expert Nancy Duarte calls this “the new bliss.”
Now that you’ve created a strong narrative, don’t forget to measure your impact. A client of mine, who I’ll call Tasha, assumed she wasn’t a successful storyteller or speaker. She was nervous to make a misstep based on her negative experiences at other (more toxic) companies. Her assumptions meant that she never actually asked for feedback, denying herself opportunities to improve. Creating a feedback loop is essential to increasing your efficacy, so don’t be shy. Ask those you trust how you can become even better.
Ask yourself: Am I inspiring my team to action, or informing them of what needs to happen? What can I change about how I communicate with them?
Hone your delivery
Even the greatest storytelling can underperform if it’s not delivered in a compelling way. It’s wise to be cognizant of your how you present yourself, even if you’re just talking to a small team. Practicing is a must for all leaders, regardless of experience. For my client Tasha, this means recording herself as she practices. She struggles with filler words like “um” and is now becoming more comfortable with a brief pause when she's considering her next thought. Even Steve Jobs, well known for his inspiring presentations, practiced fastidiously to create his impact.
Think back to the basics of speaking. Ensure that you’re speaking clearly, enunciating your words and moving at an understandable pace. Be mindful of your body language. Use a relaxed and confident posture, making space to use gestures for emphasis and maintaining strong eye contact with your audience. Find moments in your presentation that allow you to pause for impact. Be strategic here. What do you want to emphasize most? Find those key points and utilize that silence to allow your audience to absorb the information. Most importantly, deliver your message with passion. If you’re not enthusiastic about your topic, your audience won’t be either.
Ask yourself: What does “good” look like when it comes to my authentic message delivery? What behaviors or communication tactics can I incorporate to show up as I intend?
Tasha started to prep for her critical meetings by practicing her delivery, and creating a feedback loop with a peer in the room who shared how the message landed. Now, she’s proud of her growth, and has become one of the most effective communicators in her organization. Good storytelling is an art, but it can be learned and improved. It takes practice and persistence, but a story well told will increase your impact on your team, your organization, and your career.
“Storytelling helps leaders connect their people’s personal meaning to their vision of the future.” - James Kerr