Make Your Stories Come to Life

The beauty of an honest story—whether comedic or dramatic—is that it touches people. (See the Story section for details on how to apply storytelling principles when crafting and structuring your content.) But even the most compelling stories lose their power if they’re not told well. How do you make yours come to life? Try the following two tips from business communication expert Victoria Labalme.

Reexperience your stories

Broadway actors relive stories each time they perform. It’s how they keep their material fresh and engage audiences show after show. You can do the same. If you’re talking about the time you got lost in a strange city at night to make a point about finding your way when there’s no one around to guide you, re-create that scene. Don’t be melodramatic or ridiculous. But narrate the story as if you’re still in the moment, and you’ll increase its impact on your audience. Use evocative, descriptive words. Enhance them with your stance and gestures.

One CEO reenacts the moment when his CFO came into his office and recommended that they not invest in subprime mortgages. The story is riveting partly because audiences know, in hindsight, how high the stakes were—but also because the CEO brings people into the scene. He describes the wood-paneled room, the view out the window on a clear day, and the moment of his razor’s-edge decision—a decision that ultimately saved the company hundreds of millions of dollars. He then acknowledges his CFO for his sage advice at this critical juncture.

Rarely does someone approach a speaker weeks after a presentation to say, “I loved your third point on leadership.” What people do say, however, is “I still think of the story you told . . .”

Use sensory details to set the scene

The more you can invoke the senses when telling a story, the better. Paint a visual picture, or the audience is left with a blank canvas. Also describe sounds, tastes, smells, and how things feel to the touch. “I waited in a chilly, mildewed alcove the size of an elevator” says a lot more than “I waited in a small room.” By grounding yourself in such details, you’ll avoid flowery, empty language reminiscent of greeting cards and embroidery pillows. You’ll give your stories credibility and staying power.