Present with Lasting Impact
Great presentations engage us emotionally. Data alone will not drive engagement; it needs to be interpreted through a story.
Good stories have a powerful structure, combining facts and engaging hearts. Maya Angelou once said, “At the end of the day people won’t remember what you said or did, they will remember how you made them feel.” You don’t need to possess a special talent for telling amazing stories. All it takes is the use of a few strategies to improve as a storyteller and to present with lasting impact.
Years ago, long before I understood the power of storytelling, a friend of mine excitedly told me about a charity she had discovered. She was passionate about their mission and chose to donate even though finances were tight. I wondered how someone could be so enthusiastic about a charity and what it was that made this one stand apart from other non-profits.
Looking back, I can see how this charity harnessed the power of storytelling and human connection to cause people to think differently about the issue of clean water. What sets charity: water apart is their strategy of visual communication and storytelling to drive action. Their simple mission invites people to make an impact and makes them a hero in the story. People forget the facts, but stories stick. In this short clip Scott Harrison, founder of charity: water, talks about the power of storytelling.
We try to tell stories about opportunity, about hope, about courage and heroism.
— Scott Harrison
“We try to tell stories about opportunity, about hope, about courage and heroism,” Harrison says, “and invite people to be a part of a movement of everyday people who are just rejecting the apathy that’s so easy when it comes to a global issue like this and actually do something about it.” Instead of focusing on statistics, their message is hope-filled and inspirational, constantly communicating the joy of giving. They use memorable stories to create an emotional connection, to put people in the moments, and to move their audience to greater compassion and empathy.
Stories evoking empathy have the power to create change
A good story has the power to compel and motivate us. Neuroscience explains why the ancient method of storytelling is still the most powerful tool used to captivate our attention, to connect, and to move us to feel. When an audience experiences a story that causes them distress, the brain becomes focused due to an increase in cortisol. Stories that cause feelings of connection and empathy produce oxytocin in the brain. Humans are genetically wired to process and respond to stories.
For your presentation to create a lasting impression, think about what emotions, values, and ideas you can offer your audience. Then explain your data through storytelling and visuals.
Here are four practical ways to tell better stories:
1. COLLECT STORIES
The first step to becoming a better storyteller is to go and immerse yourself in stories. Read and listen so that you develop a sense of what makes a story good or bad. Keep the good ones in a file to refer back to from time to time. I’ve included an inspiring story example at the end of this post that you can add to your list.
2. USE A TIME-TESTED STRATEGY
Many great stories share a similar three-act structure to create an emotionally engaging narrative. This framework organizes content into set-up, conflict, and resolution. In a keynote, for example, act one is the situation of your organization or customer. Act two is where the data comes in to reveal the conflict or challenge. Act three is the resolution, or your idea to solve the problem. This final part should show transformation for the better.
3. LOOK FOR THE ELEMENTS OF A CAPTIVATING STORY
Determine what it is that you like or dislike about the presentations and stories that you come across. Reflect on how the narratives make you feel and what resonates with you. Keep the following elements in mind when you craft your own story:
Does the story have a strong structure? There are essential components in every good story that allow the audience to easily follow along.
Does it feel authentic? Authenticity is crucial in storytelling and I recommend using personal experience, if possible, to build trust and connection with your audience.
What is the overall tone of the story? A simple, conversational tone will help to put your audience at ease.
4. KNOW YOUR AUDIENCE
Before you craft your story, have a target audience in mind and determine what their interests and values are. Find common ground so that your audience can relate and empathize with you. Seek feedback from others to determine where your stories need improvement. Test your stories with a small group of people and ask them how your story made them feel and what stood out to them.
I want to conclude by sharing a video that charity: water produced several years ago for their 10th anniversary. It tells the inspiring story of how the charity began and is a great example of a compelling story with a dramatic arc. Get the tissues ready and prepare to be captivated.