The fundamental purpose of good storytelling is capturing the attention of your audience.
It is crucial to get them engaged in the message you are trying to make by tactfully presenting the information – or your pitch – without losing their interest or attention.
In business, to be successful at this, you need to make sure you have the best speakers making your presentations. Align your speakers with your cause (or product) and make sure they are a good fit to your audience.
If your speakers are not people who your audience can connect with, chances are your audience isn’t going to engage or pay attention for very long.
There’s also a good chance your audience won’t buy into your cause (products/business) if they don’t feel a connection with your speakers.
Storytelling and grasping attention is an extremely powerful tool to utilize, and when done correctly, you have the power to synchronize with your audience. Uri Hasson, a Princeton neuroscientist, has exhibited, how the brains of storytellers and story listeners can synchronize. This happens as your audience pays attention to the story and becomes so engaged with the characters, they start to feel as if they are transported into the story.
Getting your audience to this point is crucial for business and fundraising. Effective storytelling activates oxytocin in the brain, making people want to help others. So in regards to charity work and fundraising, activating oxytocin levels during a story, can produce lucrative results.
However, if your storytellers aren’t eliciting an emotional or physical reaction from their audience, then something is not right. Either the storyteller is not the appropriate person for the audience, or they just haven’t developed the skills needed to tell powerful stories.
Like I mentioned in my blog post ‘How to Become a More Influential Speaker,’ “Being influential is not an exact science, it’s an art. You either possess these traits naturally, or you can learn how to develop them.”
There are certain traits to become more influential and once you master those traits, you have the ability to capture your audience’s attention and grow your business.