Solomon Thimothy is the President of OneIMS, where he works with agencies and clients to develop predictable and scalable growth strategies.
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A great story enables the reader to put themselves into what the writer has written and to feel something from it, whether that be something inspiring, sad, heart-wrenching or even fearful — anything that tugs at our heartstrings and becomes memorable enough in our minds that it inspires us to take action. As John C. Maxwell has said, “You can’t move people to action unless you first move them with emotion….”
Should we take a further examination? Let’s use Disney as an example. Its storytelling is simple, and the overarching theme in every film, in one way or another, can be tied to our own situations. Thus, resulting in a bunch of grown adults melting into a big ball of emotion over a blonde princess singing, “Let it go….”
So, going back to the prior statement about using stories to drive action: How do we tell more (and better) stories in and outside of the work environment? Practice as much as we can! When you put more emphasis on storytelling in your day-to-day communication, you’ll realize just how many opportunities there are to improve that skill.
We use storytelling for so many different reasons — from simple entertainment purposes to shaping others’ views of ourselves. We may be looking for approval, looking to sell ourselves or an idea we have, and the list goes on. As an owner of a 50+ employee company, I see these interactions happening all the time. I use storytelling to influence employees, sell to customers and as previously noted, shape how others view not just myself but themselves as well.
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Here are some examples of ways to think — and frameworks to use — to implement great storytelling.
The Hero’s Journey
Most of us are familiar with the hero’s journey. If not, consider stories like “Star Wars” or “The Lion King.” A hero sets out on an adventure, overcomes a crisis and returns changed or transformed. It follows the template presented by a certain framework.
What’s so captivating about this format is that we all love the story of an underdog — of someone who has to face great adversity and uncertainty to overcome “evil.” Think of ways you can make your customer the hero in your storytelling. They are faced with a huge problem, but upon finding your solution, they are able to save the day.
Many of you may remember Airbnb’s “Belong Anywhere” campaign. Every traveler must face the road of uncertainty when going to new places. By positioning the local hosts as the knights in shining armor, they were able to make their customers the hero and enact the story of the Hero’s Journey.
Making Connections With Lived Experience
When you imagine the most popular person in your class or at any group gathering for that matter, what are they typically doing? Likely, they have a group of friends around them as they tell a captivating story.
Start working on making your life (and thus stories) more interesting. The key to becoming more interesting and having more stories to tell is to get out and live. Learn how to connect the dots between a conversation with a friend and what happened to you earlier that day so that you can liven up the conversation. Your friends and family will appreciate your keen sense of humor and ability to make the moment more memorable.
Think of Your Favorite Commercials
So many people remember the animal cruelty commercials as Sarah McLachlan’s “In the Arms of an Angel” played in the background. This was the pinnacle commercial that could even make a stoic father cry. On the other side, you have a whole gauntlet of inspiring and humorous commercials that always seem to stick in our minds.
The point here is that they are memorable. Think of great food brands that have used humor. Arby’s, for example, and their slew of pop-cultural references including their well-known tagline “We have the meats.” Next time you’re out and about and you see that brand, you probably will remember a hilarious story or commercial they’ve done.
Analyze Other People’s Stories
We are storytelling machines at our core, all of us. However, some of us are better at it than others. Observe how people and companies alike are able to grab the audience’s attention and take note of what works.
Have Fun
If you’re getting sick of hearing your own voice, imagine how your audience feels. Seriously, as tempting as it can be, don’t repeat the same stories over and over again. Surprise yourself every now and then. Consider new perspectives and think outside the box. From there, ask your audience questions and dive into the psychology of how each story makes someone really feel. You’ll gather a better grasp of how to understand others’ motivations and drivers.
The Art of Storytelling
Telling captivating stories will not only help you build connections and closer relationships with others, but it will also help you understand human psychology and behavior better.
Think like a storyteller at all times. And remember: It’s not just stories that get remembered, it’s the emotional connections within stories that do.
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Author: Solomon Thimothy, Forbes Councils Member
