Business Storytelling: How to use story to make your messaging stick

Maureen McGowan, Owner & Trainer, Softs Skills Success

Storytelling is one of the most effective methods to make your message memorable when it comes to pitches, presentations and communication for your business. A well-told story hooks and holds your listeners’ attention, provides structure for your information and makes it far more likely that what you’re saying will stick.

What’s the best way to use stories in your business messaging?

Effective storytelling boils down to three key ingredients: You need to tell:

• the right story

• in the right way

• at the right time.

#1 - Are you telling the right story?

Not all stories are equal. To make a connection and compel your listener to take action, your story needs to be engaging enough to grab and keep your audience’s attention.

Here are 5 different types of stories you can use to get your point across effectively:

Your Founder Story

Also known as your origin story, this is the back story of your business. What prompted you to start your business? What was the specific sequence of events that led you to that point? What made you realise there was a gap in the market for what you have to offer?

A Customer Story

Sharing customer stories helps your listeners see things from your clients’ perspective and understand who you help, what you do for them and what results they can expect from working with you.

A Story as a Lesson

Stories make an excellent teaching tool for delivering a message or sharing a lesson. You might tell a cautionary tale to illustrate something you learned from a failure or setback. Or break down a complicated concept using a story to share practical examples.

A Story with Data or Stats

Numbers and data can be challenging to explain and often make for a pretty dry and dull presentation or pitch when you only communicate the bare facts. Wrapping your stats into stories brings them to life and makes them more memorable.

The “Who I Am” Story

The “who I am” story is your opportunity to share some relevant information about yourself. This type of story is especially useful for building trust and creating a connection with those listening.

#2 - Are you telling your story in the right way?

Once you’ve hit on the right story, you need to think about how you’re going to tell it. For your story to stick, keep the “3 R’s” in mind:

1. Make it relevant

Does your story refer specifically to the point you want to make or the lesson you’re trying to teach?

2. Make it relatable

Can your audience recognise themselves in the characters, situation and struggles that you’re sharing in the story?

3. Make it remarkable

What makes your story stand out? Why will your audience remember it?

#3 - Are you telling your story at the right time?

The final point to consider is when to tell your story. What situation does it suit?

A story that highlights the work you do that you can sum up in a minute or so can be used in an elevator pitch. For a longer presentation, can you share a combination of your founder story and a client story that paints a comprehensive picture of who you are and what you do for your customers?

Start building your bank of stories

Don’t rely on your memory to capture your business stories. Write a few bullet points into the Notes app on your phone, record yourself some voice notes or keep a paper notebook specifically for your stories - whatever simple system works best to build your story bank.

For more information on public speaking coaching and training, email maureen@ softskillsuccess.ie or call 087 2808734 or visit Soft Skill Success