Telling a Story is Key to Success

by admin on March 19, 2012


Fast Company offers an interesting article titled, “Using Great Storytelling To Grow Your Business.”

For me, the key paragraph is “The key to engage them is to use lots of “language of the senses,” or LOTS. When telling a story, share with us what you see, smell, feel, taste, and hear. When you trigger a sense in someone, you bring them into the story with you.”

The key to all of this is an audio or video presentation. Your ability to sell a product or concept is to bring the person in with an array of images that appeal to the senses. Bringing a person along on a good story is essential to any project.

Saying and Doing are Different:

But most people simply don’t know how to do it. All of us know that the secret to business success is to give people what they want but implementing that concept is a thousands times harder than saying it. The same holds true for video and audio recordings.

Let someone show you the way. There are a multitude of links on this website as to telling great stories and personal histories.

The key is honesty. Tell your story the way you tell is to your spouse and friends; relaxed and passionate. Practice it yourself in front of a mirror. Good speaking is like good writing; it takes lots of revisions.

Communication must be unique to your style and to who you are. It has to be part of your natural makeup. Some us pace like angry tigers when speaking and some sit and speak quietly, thoughtfully, passionately.

But people can tell sincerity; they have the ability to understand when you are speaking from the heart and speaking from the art. I (and most people) can tell a professionally groomed speaker; they are often as phony as three dollar bills.

Everyone wants to be sucked in by a good story and for it to be really good you have to take some risks and open people to your journey.

They have to see the fear, touch the uncertainty, smell the risk, celebrate the victories “and” they have to experience it in a short journey.

You don’t have to get professional advice when doing this, just practice it in front of trusted advisors. But having a professional guide you along the way gets powerful results and is the best use of scarce time. Just remember, be yourself.

If your speaking coach (be they a professional or family member or friend) tries to get you to appear to be something you’re not, discard them.  Go with your natural speaking style. We may not be the ultimate speaker we hear on radio or see on TV “but” we can still sway an audience in meaningful and powerful ways.

Best, Len.

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