Presentation Tip: How To Tell A Story

Everyone has heard the advice about incorporating stories into a presentation to make your message more "sticky" and easier to understand. So we're all on board there. But if you're not a natural story teller [and I count myself firmly in this camp]...you know, the person who always has an anecdote, a colorful example or a yarn to spin...then how exactly do you go about telling a story?

Think back to some of the stories you heard as a child or perhaps read to your own child. A story has a recognizable beginning and end. A story has engaging characters. A story has action. A story has conflict...a problem, dilemma or challenge that needs to be solved. These same elements are what you have to work with in your business stories. 

The story you create should underscore and amplify the business message you're communicating. Including a story that seems to have no relevance to the content and message of your presentation is just confusing for the audience. Make sure you know and the audience knows why you told the story.

WHERE WILL I FIND A STORY?

Fodder for stories is everywhere...newspaper articles, TV shows and newscasts, your colleagues, your family, famous people and of course, yourself. Personal stories are always intriguing and can lend authenticity to your message. If you don't have any personal experiences that will work, another option is to interview other people and tell their story.

WHAT DETAILS SHOULD I INCLUDE?

The amount of detail in a story should be just enough to make it vivid but not enough to make it rambling. Remember, this is a story within your presentation, not a stand-alone tale you're telling around the camp fire.

Ditch the backstory unless it's relevant to the audience's understanding...you don't need to say that Sydney, the hero of your story, backpacked through South America before he came to work at XYZ, Inc. if his travels have nothing to do with your point.

CREATE CHARACTERS THAT COME ALIVE

It's the characters -- what they do and what that means -- that form the heart of your story. Give them life, give them color, give them dialogue.

"He was an inch, perhaps two, under six feet, powerfully built, and he advanced straight at you with a slight stoop of the shoulders..."  [Joseph Conrad, Lord Jim]

HOW LONG SHOULD THE STORY BE?

Each story within your presentation should be only long enough to make your point. Strive for around 2 minutes, with an absolute maximum of 3 minutes. Anything longer likely includes extraneous details or side issues that don't move the story ahead. Aim for a crisp rendition, leaving the audience so engaged that they want more. 

DELIVERY TECHNIQUES

Pacing and tone are the keys to grabbing and keeping the audience's attention. Vary sentence lengths to create anticipation -- short, staccato sentences suggest action. Know when to pause...for effect and to let the audience absorb what you've said. Slow down your speech and clearly articulate each word when you want to add a bit of drama.

"It was a dark [pause] [lower voice slightly] and stormy night." [E.G. Bulwer-Lytton, Paul Clifford]

PRACTICE, PRACTICE, PRACTICE...AND THEN DO IT AGAIN

Rehearse your story until you have the language and pacing perfect. Say it out loud, tell it to a colleague, record yourself and really listen to what you sound like. Your goal is to have your story crisp, relevant to your overall message and engaging enough that the audience feels like they were there.

As a way of further honing your story telling skills, read some of the classic stories for insight and inspiration. Read Grimm's Fairy Tales, Mark Twain, Charles Dickens and learn from the masters.

Here are some other posts on various aspects of stories in presentations:

Using Story To Strengthen Your Message

Are Our Brains Wired To Enjoy Stories?

A Lasting Impression: A Lesson Once Again on the Power of Stories

Storytelling for Sales Professionals

Comments

[Kathy Reiffenstein]

Hi John,

Thanks for your comment and providing a link to your post. I love your metaphor -- very clever and memorable!

The one point I might disagree with a bit is the last one...I don't think a Q&A should be a bonus...to be included only if you have time. A presenter should always afford his audience the opportunity to ask questions as a method of engaging them and helping them understand the relevance of the material for their circumstances...if not in a formal Q&A, then by allowing questions throughout the presentation.

Maybe the bonus could be an extra story...which I totally agree is a great way to start a presentation...to wrap up??

Kathy

[John Gallagher]

Telling a story is the first step to a great presentation. I speak of this in my recent blog post on how to build the perfect sandwich...presentation style. http://www.johngallagherblog.com/2010/03/building-the-perfect-sandwich-i-mean-presentation/ It sets the audience up. These are all good suggestions. Thanks for sharing

[Norman Wei]

Kathy,

Here is my post http://nobullets.wordpress.com/2009/02/23/a-bald-head/
not sure if the video is still there.

Norman

[Kathy Reiffenstein]

Norman,

I'd love to read that blog post you reference...can you send me the link? People reading their speeches drive me right around the bend!

Kathy

[Norman Wei]

Kathy,

I agree with you that rehearsal should not mean memorization. Unfortunately, most people do just that. They practice their talks by memorizing them. In my 30 years in the corporate world, I sat through way too many memorized (well rehearsed) speeches. In my humble opinion, the best speeches or talks are given by people who know the topic of which they are speaking. They can deliver without reading their speeches. In one of my blogs, I showed a so-called expert reading a 20-minute speech without ever lifting his head ONCE. All we could see was the top of his bald head. One last point - I think perhaps Mark Twain was suggesting we spend 3 weeks learning the subject before we stand up and talk about it.

Thank you...

Norman

[Kathy Reiffenstein]

Hi Norman,

Thanks for stopping by and leaving a comment. I both agree and respectfully disagree with you.

You are absolutely right that a story should never sound like it's memorized and I didn't mean to imply that at all. It does need to sound like you're in the moment and "present" with the audience as you tell it.

However, in my experience, I have seen very few business presenters who can tell a crisp, on-message story spontaneously, without having rehearsed it. As Mark Twain said, "It usually takes more than 3 weeks to prepare a good impromptu speech."

I don't equate rehearsal or practice to memorization and stiffness. Rather, as with any professional performer, rehearsal actually gives a presenter the "muscle memory" to know exactly what they want to convey and how they want to do it...and then frees them up to be authentic, and even spontaneous, in the moment.

Kathy

[Norman Wei]

Practice, practice and practice and do it again! No way....that's the worst way to tell a story. You need to be spontaneous when telling a story. Do you need to KNOW your story? Yes. Do you need to sound like you have memorized your story? No! Do you rehearse your conversation with a friend? I hope not!