Storytelling for Influence

Why?

Research tells us that, as a listener, we respond to stories in a different way than how we respond to facts, figures and lists. They stimulate us in a way that engages us in a more emotional and sensory experience. It’s scientific and its strategic! As we hear a story, we access our own memories and senses to experience empathy for the protagonist and therefore we connect to the events unfolding. The story becomes ‘our business’ and can compel us in a way that a presentation of facts cannot.

We have supported many intrapreneurs to use Business storytelling in powerful ways that win investment and support, helping them turn their ideas in to action. 

What does it mean to tell a story for ‘influence?’

To have influence is to be able to shift the way someone thinks, feels or does - it is to persuade people of the benefits of your idea. Of course, the art of influencing is key to being able to effect positive change around you and to bring the people you need to make this happen on board. Storytelling is a powerful skill that enables you to have influence because your messages are heard differently.  A good story engages people, gets them to listen and, makes it more likely you will get a positive decision.

How?

1. Listen to stories. As many as you can and make note of the stories that you most connected with. What worked for you?
2. It’s your turn! Start at the end and note down the key thing you want to shift in someone’s thinking or actions. Let’s call it the moral of your story.
3. Use the story structure above to build the structure of your story. There are various examples of story structures, what matters is that your story has one and that clear journey is experienced. This helps it from being a ramble.
4. Make it more 3D by adding flavour with dialogue, description and detail. Not too much but enough that you plant seeds with your listener for them to create their own sensory experience.
5. Let your listeners decide. Ask them “What is the key message you think I get across?”. Consider whether swapping, substituting or emphasising particular details or events may better underline what you are trying to say.