The Power Of Storytelling

  • August 21st, 2020
  • Shana Paulose
  • September 29, 2020 6:41 am

 Everyone has a story to tell. But, the way you tell a story has a powerful effect. A good story makes us feel a certain type of way. It gives you a roller coaster type of excitement, keeps you on the edge of your seats, makes you empathize and many more. That is why it is should be ingrained in both our personal and professional life. 

So what are the components of a good story?

There are three basic elements which apply to the business world of storytelling.

  • The first being forming relationships with your audience. In order for the story to be successful, whether it’s for personal or professional work, your audience needs to connect to the character. A story won’t stick if it is not relatable or if it doesn’t add any value to the listener’s needs and wants.
  • The second element is conflict. This talks about how the character transforms through different challenges in the story. Every good story ever written should have a conflict in it, otherwise it falls flat and the viewers might find it boring. 
  •  The last element is resolution. This step needs a call to action. You need to find ways to tell that your product or service will help in solving the character’s problem. Do this in a way the audience can relate, and you’ll be able to win your audience over.

Steve Jobs, one of the pioneers of using storytelling in his presentations, converted a regular product launch to a theatrical production. He did away with long, detailed presentations and brought the first Macintosh to life with a script, heroes, villains and even props! And we all know where Apple is today, a commonly used word in every household across the world.

Actor, storyteller and author Matthew Taylor, who has been involved in this art form for years, had come up with a three pronged analysis of the study behind storytelling. He simply called it, CPR.

  1. The connection – Stories always help us connect, share experiences and relate to one another. It is a bond that is formed between people. It’s like telling a crazy story to your friend. They should connect and relate. In advertising and marketing, the stories need to fit with a brand by building cues and associations, otherwise it will not make sense.
  2. A good story needs to be persuasive. It should be convincing enough that the audience should take immediate action without any hesitation. They should believe that your product or service or even an idea is going to bring a solution to their problem. A key to that is to bring out a personal story and connect it with your brand. This will make you more human, more authentic and relatable.
  3. Another power of a good story is recall. We always remember our favourite character, the plot twist etc. One way we remember it is by retelling them. It is very important to have interesting elements or high points in your story so that it will stick with the listener for them to recall.

From this we can easily say that, through stories, we can make someone experience something without actually experiencing it in real life. That is why it is good for all businessmen, as it is a part of every pitch, presentation and speech. We need to understand the importance of honing this skill. So, let’s keep this in mind, the next time we try to make a point or tell a story.


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