Storytelling Superpower

In recent years there has been a lot of talk about storytelling. In the past, it was always reserved for books, movies, or children’s tales. Just a simple story with a plot, a beginning and an end.

Until a few years ago, storytelling underwent a massive transformation. Storytelling wasn’t what it used to be. What emerged from that change?? People possessing newfound skills, storytelling superpowers.

They possess the power to woo investors, write marketing campaigns that are able to sell, and can mesmerize their audience simply by telling a story.

It’s been proven that storytelling can be a catalyst for action, influence, sales, politics, you name it! This is done by incorporating emotion and character into their stories.

The best storytellers of our time have all done this and know how to engage and captivate their audience. They have different techniques, but are all extremely successful at utilizing emotion and building character into their stories.

Who Are These Superheroes?

WALT DISNEY

Walt Disney brought the magic into storytelling and had the ability to create experiences that let people to get submerged in fantasy. He always wanted to engage people with a story, he believed that was trick to keeping them coming back for more.

“That’s what we storytellers do. We restore order with imagination. We instill hope again and again and again.” Walt Disney

RICHARD BRANSON

Richard Branson is one of the richest and most powerful men in the world.

He has been telling stories for as long as he can remember. He believes stories are the best way to connect to your clients. It’s what attracts people to your business. He has the ability to tell heartfelt, engaging stories about what he’s done, where he’s been, and has a very open, frank way about expressing himself. He knows his brand, and knows what it takes to captivate an audience.

“Telling a story is one of the best ways we have of coming up with new ideas, and also of learning about each other and our world,” Richard Branson

OPRAH WINFREY

Oprah is an expressive storyteller. She paints a vivid picture for her audience so they can see and and feel what she is trying to convey. She is able to transport her audience into her world. They are able to empathize with her story and become so engaged that she can truly make a difference. This type of storytelling is extremely powerful.

“There is power and meaning in everybody’s story.” Oprah Winfrey

STEVE JOBS

Steve Jobs built his life and career on telling stories.

He realized from the inception of Apple that his products needed stories. He gathered protégés who would learn the stories, as if they were their own, and launch his products and business forward. He was very successful at communicating his stories, teaching others how to tell them, and created an empire.

“The storyteller sets the vision, values and agenda of an entire generation that is to come.” Steve Jobs

BARACK OBAMA

When I think of an inspirational speaker (in a political position) who moves people, Barack Obama comes to mind. He didn’t just tell inspirational narratives, he told stories about life. He inspired our country, the present moment, and how together we were going to make a better future.

He has a way of connecting emotion, intelligence, and the people that he is addressing. In many of his addresses, President Obama would usually open with “together we can.” In the second part of his speech he would then shift to understanding the issues at hand, and speak about resolution. In closing, he would address the future and how he plans to build the best possible outcomes.

“Let us answer the call of history and carry into an uncertain future that precious light of freedom.” Barack Obama

The best communicators of our time have been expert storytellers, able to utilize this superpower.

Capturing Their Attention

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.

How to Become a More Influential Speaker

To become more influential, there are certain traits you must possess, and those traits can be learned and developed.

Being influential is not an exact science, it’s an art. It’s been studied in the field of personal development and they believe influential people share common traits. You either possess these traits naturally, or you can learn how to develop them.

The Traits

Credibility: How believable are you to other people? Does your reputation back you up, and how they perceive you.

Trustworthy: People are more inclined to listen, if they trust you. Authenticity is a huge factor in developing your influence skills. The most influential speakers are those who have trust, truth, and integrity.

Strong Communication Capability: The ability to communicate effectively, efficiently, and articulate the message in a enthusiastic, passionate way. To be emotionally invested, and aware of impact you have on your audience.

Empathy: Strong influencers have the ability to step away from their personal view and see how it affects their audience. To be able to gage your message through someone else’s perception is vital.

Inspiration: Inspiring others is an essential trait when trying to be influential. You have to be creative and enthusiastic to captivate interest. Invoking your audience’s emotion is a way to capture their attention.

Open-Mind: Accepting change and being able to adapt are key traits of influential people. Things aren’t always going to go your way. Having the ability to see other perspectives and be open to other points of view will earn you respect.

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Learn and practice these traits as you begin speaking, and you will start to see your audience more engaged.

Finding the Common Thread

To influence or captive your audience, you must find that common thread. What are they passionate about, or why are they there? What do they need? How can you connect with them?

A few years back, I was working in Development at a private school for high school students who were smart, but just weren’t thriving in mainstream schools. Often their parents were discouraged and had given up on any hope that their children were able to succeed in school, or even graduate for that matter.

I would speak to parents about the many students who had transferred to our school and were thriving. I would tell them stories about the alumni I interacted with who were very successful (and grateful) for everything the school and teachers provided them.

I explained it’s not often in life that you are handed a second chance to succeed. This school was like a second family for many. It gave students a new lease on life. Improved grades, lifelong friendships, college acceptances, and ultimately, to become successful adults.

I eased their concerns, answered questions, and let them know that they were not alone in their journey. I found the common thread.

Mastering Connection

Connecting to your audience, and finding that common thread is essential when speaking or storytelling. It allows you to show empathy and understanding for what they are facing, while providing solutions to improve their situation.

That common thread allows us to create bonds, trust, and connections, which can eventually lead to business opportunities.

Once that common thread is established, you‘re able to start truly connecting and driving that commitment – uniting the storyteller and the audience through shared interests.

Storytelling and finding the common thread allows us to weave emotion and valuable information into our marketing skills and transform anything into something significant.

How to Start Storytelling

Storytelling is an art, and if you are good at it, you can engage your listeners and convey valuable information.

We can all remember from an early age listening to stories. Some people were really good at capturing our attention and getting us so engaged in the storyline. They had the ability to transport our senses to make us feel like we were actual characters in the story.

I loved hearing stories. I loved seeing how the storyteller had the ability to capture my attention and take me to another place.

Emotion and Storytelling

It wasn’t until I started working in the fundraising industry that I learned the art of storytelling and saw how powerful the use of emotion can be in business in regards to storytelling.

People are always told “Don’t bring emotion into the workplace” or “never share too much emotion.” So I was hesitant at first about whether I should go down this path. But when people listen to a story, there is heightened empathy, trust, and compassion. They immediately start to feel more connected to you and your organization. They look at you as a real person, not just an extension of the business.

How to Start Storytelling?

Storytelling allows you connect with your target audience. Rather than just stating what you are trying to sell or what you want, storytelling let’s you engage and give prominence to your audience.

On the larger scale, you can tell a story on your company website. In the “About Us” section, tell a story that describes the company history, the team, company ideals, and what the company stands for. Describing your company ‘story’ is essential for making you stand out.

You can also conduct client interviews/stories on video to discuss how your company helped them. Anything you can do to engage with the broader audience and set you apart from the competition increases your company’s favorability.

The Benefits of Storytelling

1. Bridging brand & people

2. Simplifying business jargon

3. Inspiring & motivating people

4. Authentic storytelling

5. Storytelling outcome

Every business today is looking for ways to stand out from their competitors. By telling your unique stories and connecting with your audience, you can be authentic, inspiring and motivate people to want to do business with you.