Storytelling, its a challenge by Hugo Froes — Issue #27

I’ve seen so many talks on storytelling or where storytelling is mentioned. It seems to be one of those skills that has become fundamental. But what is it? And how complicated is it really?

There are books and articles that explore storytelling. All of them have great tips on storytelling, but my impression from what I have read or heard, is that they touch very superficially or don’t explore the other side of personal comfort when trying to tell a story.

I’ve been in many a meeting where I myself suggest that the storytelling needs to be improved or clearer.

But this week, I started thinking how could I make it more tangible? What kind of advice could I give from my own experience and what are the things that make me nervous?

The basics of storytelling

Paraphrasing various definitions found around the internet, storytelling is about engaging an audience using a storyline structure to convey a lesson or an idea. It’s about capturing their attention with a strong, logical structure that builds up the narrative in a natural flow.

I could get into a more formal explanation, but the truth is, it’s about drawing the attention of the listener and building up a mental picture they can easily visualise and maybe even relate to.

In the business world, it’s about transferring the principles of traditional storytelling into the sharing of ideas and concepts. Rather than just throwing facts and solutions at the audience, we build up a story for the logic to be stronger and more tangible.

This can be done by structuring the order or by presenting use cases of real situations.

In a story, we generally get introduced to our main characters, some event or situation puts them on an “adventure”. They will ultimately face challenges or moments of enlightenment. Finally, they will reach a solution or conclusion and will complete their journey victorious.

Looking at a more formal environment, this may be translated into first presenting the some background about the situation, then exploring the challenges and insights that were uncovered. Next we may go into the solution space and potentially present what is needed to accomplish that solution.

Looking beyond the basics, we need to explore how the content and narrative of each of those parts is compiled and presented. There is a fine a line between doing this well and overdoing it. But when done well, even the most boring content can seem more interesting and maintain the audience’s attention.

I’m not going to go much deeper into the details of actually creating a great “story”, because I think others have done a much better job than I. What want to explore is the side of the presenter more than just the story.

Just putting together the content is one part. The other part is the storyteller. The person who conveys the story. At first and even sometimes for experienced professionals, this is not easy.

Let’s explore what I think are the 3 main types of challenges storytellers may face.

Becoming a more confident telling a story

It’s about building up confidence externally, even if you don’t feel it internally.

I’ve spoken to many international speakers and like me, many of them have confirmed they get nervous when going up on stage. Equally, being the center of attention in most situations is so uncomfortable to all.

So how do they do it so well?

I think it’s important to understand why we’re presenting the story in the first place. For many of us it’s a mix of spreading your thoughts and opinions in the hopes of shaping the other’s way of thinking and it’s also about personal branding. By being out there, they may be opening up a world of opportunities for their future.

In other cases, we don’t really have an option, because we need to tell the story of why we should invest or build something.

I think that has to be the number one thought to keep in mind when building your story. Why am I doing this and what do I hope others get out of it?

Also here are some quick tips I use for myself

1. Practice the story a lot. Not just by yourself, but in front of others. Don’t be afraid to iterate. The more you know the content, the easier it is to speak naturally.
2. Keep support media simple. Seems basic, but make it a rule. If there is too much content or distractions, you will be distracted as will the audience.
3. Take a breather. Something I do before any big storytelling session, I try a technic I learnt a few years ago. I walk around like a rooster with my chest puffed and shoulders back. By simulating this fake “arrogance”, it helps to actually give me some confidence.
4. Use the space, but don’t run around. I personally am very expressive with my arms and hands when telling a story. It personally helps me loosen up. Also avoid planting yourself in single spot, but be careful to not constantly walk around… or you become a distraction.
5. Pause. If at anytime the telling of the story goes badly, don’t be scared to pause and take a breather. Makes it seem dramatic. But then, go back into it. I think it’s preferable to do that, rather than keep going when you’re stumbling.

Being a more dynamic storyteller

If I’m being completely honest, this is the one I would say is probably more challenging to get past.

Some people have a naturally monotonous voice or way of speaking and asking them to change that would be unfair.

However, there is hope at the end of the tunnel. I have seen people telling a story and even in their monotonous tone, they were able to maintain the audience’s attention.

1. Pause. Different to the pause above, here it’s about pausing between sentences or concepts. It’s about the pacing. Pausing, creates breaks in the monotony.
2. Break into bits. By breaking the content into smaller more digestible bits, it makes it easier to digest. Be clear when one concept ends and another starts.
3. Practice some changes of tone and voice. This is the hardest, but I suggest starting small. Whenever you ask a question, make sure the audience understands it’s different content to the rest. Equally when changing from one part to another, try and make it clearer that it is new. Start small, but don’t make it unnatural.
4. Volume. This one is really just a theory, but I’ve found that when someone speaks in a calm voice and at a volume that is just above the hearing of the audience, people are almost forced to pay attention, because they’re also scared of missing something. I’ve also found in these situations the monotonous tone becomes less obvious, but I need more data to confirm ;)

Building content that backs up your confidence

This type of storyteller sadly is the one that is often oblivious to their low quality of storytelling, because they have all the confidence in the world in their skill.

How can you correct what is already perfect?

But for those who have hopefully reached the conclusion that despite all your expertise in telling a story, your content always seems a bit wanting? Read on…

1. Leave your ego outside. Hopefully this a no brainer if you were already able to identify the need for improvement, but I can’t stress this enough. Nothing is more off putting for me personally than arrogance. There is a fine line between arrogance and confidence.
2. Define your message. Why are you telling your story? Do you want people to question what they already know? Do you want them to invest in an idea? Make sure you structure your story to achieve that objective.
3. Follow storytelling structures. A story doesn’t just have a beginning, middle and end. That is over simplifying the complexity of storytelling and why many fall short. Here is a very simple article with a rundown of 3 basic story structures. I personally like the 3rd option most.
4. Practice. Similar to those with low confidence, in the case of those with a lot of confidence, the practice is important to make sure the content is strong. Ask real questions when asking for feedback. Ask what was their takeaway from the session and what would they do next?
5. Don’t be overpowering. Asking for feedback is important, but so is how you ask for feedback or how you react to that feedback. If you have a lot of confidence and tend to easily over power a conversation, you will only hear what you want to hear. Take a breath and accept the feedback as an opportunity to grow and become even better at storytelling, beyond just the fluff.

Final thoughts

Although I’ve either observed in others or in myself the use of these tips, I know that this potentially will provide no help to some readers.

Some of us need wake up calls or that incredible “click” moment that changes how we approach storytelling.

Going back to my initial thoughts, make sure you know why you are going to tell the story. Make sure you understand your purpose and drive.

Are you good at telling stories in your personal life, but terrible in the professional world or vice versa? Find out what you can take from one and use the other.

It’s also okay to take some time to work on the craft until you feel more ready.

But at the end of the day, there is no substitute for great content and practice.

Have you found any way that help you tell better stories? Please do share

Originally published at https://www.getrevue.co on August 4, 2022.