Imagine the scene. A speaker is talking to GCSE students in the West Midlands. He tells a story about a childhood friend, with a very different perspective on life. Living life on his own terms he went on to play guitar for one of the biggest 80s punk rock bands. It was an illustration of motivation, grit and determination. Unfortunately, the young audience didn’t know the band. The story fell flat.

We know that human beings love stories and that there is scientific evidence showing that people are more likely to retain information if it is supported by a story. However, the story needs to be tailored to the audience.

Let’s consider some ways to help decide on which stories to use in a business presentation or speech.

1) Develop a story gallery

It is important to have a curated gallery of stories that you can choose from. Here’s one way to do this. Pick an emotion. Let’s take joy, for example. Take a moment to think about the most recent time you felt a sense of joy. Then write this memory down. Include everything that happened before you felt that joy, and everything that happened after you experienced that feeling. (It may help to ask Who? What? When? Where? Why? How?)

Guess what? You now have a relatable story about joy.

Next, practice telling this story. Record yourself and see if you can deliver it in a more engaging way. Then think of another time you felt joy and build another story. Repeat the same activity with different emotions both positive and negative. By the end you will have a few go-to stories that illicit different emotions.

Once you have a gallery of stories, you can pick and choose different stories to include as part of your next presentation or speech.

2) Look from the audience’s point of view

With stories ready, think about who is in your audience and their values, interests and challenges. Try to really empathise with how they may be feeling. This will help you to decide what story best fits them.

When you empathise with their struggles and challenges, they will want to hear more from you. One story may work for one particular type of audience, but may have a different impact on a different audience.

For example, when I am speaking to an audience of men, I am going to tell raw, personal stories to show that is it acceptable to display emotions as a man. However, for a business audience my stories will be geared around overcoming hardship and being resilient whilst facing uncertainty.

3) Try a different angle

If you are still struggling to find the right story that will have a lasting impact on an audience, then try mixing existing stories up. Try telling the story in a different way, perhaps from a different perspective or with a different narrative structure. Let’s take for example the classic children’s nursery rhyme ‘Humpty Dumpty’. We know that Humpty fell off a wall and that the King’s men tried but failed to put him together again. The rhyme is told by an impartial observer. What would change if you told it from Humpty’s point of view? Or from the perspective of one of the King’s men?

The key point is that you don’t need to deliver your information or stories in the same way every time. You can try a different angle. Mix it up!

4) Trial and error

You might not know the right story to tell straight away. You might not deliver it with the impact that you had originally intended. You might struggle to get started with a story gallery. That’s all ok! Don’t be hard on yourself.

Sometimes, it’s a process of trial and error to find the perfect story or combination of stories. You can practice with recording yourself in front of a camera or in front of friends. You’ll probably have moments when the audience doesn’t get a joke or a reference and that is completely fine. Just pause, compose yourself and carry on.

Lastly, have the courage to be authentic when sharing your stories. That’s what great speakers do! If you want your audience to take a particular action or adopt a new way of thinking, then transparency is essential.

By Vaibhav Vadera, Toastmasters International

ABOUT THE AUTHOR

Vaibhav Vadera is a member of Toastmasters International, a not-for-profit organisation that has provided communication and leadership skills since 1924 through a worldwide network of clubs. To find your nearest club, visit www.toastmasters.org