Have you ever given a thought on why some stories capture our hearts? Forest Gump, Lords of Rings, The Great Gatsby, To Kill a Mockingbird, and many more. What are the key elements that make them a timeless saga? We can’t resist diving into these tales whether we find them in books, on TV, or even through podcasts. They leave us craving for more. Now, let’s shift our focus to the last presentation you attended. Did it have that same captivating effect?
Most presentations are dull, and boring while leaving audiences yawning. As the reason is it is filled with mundane logo slides and office location maps. It’s strange how we, as story-driven beings, overlook the power of storytelling in all aspects of our lives, including work and presentations.
The Power of Storytelling
Let’s dig deeper to understand the captivating power of storytelling. If you’re still skeptical, we have got some solid science to back the notion.
Did you know that a whopping 63% of presentation attendees remember stories, but only 5% recall statistics? If you don’t believe it, remember your last presentation, whether in person or over a video call. Can you recall a single statistic from that endless parade of charts, tables, and unreadable text?
But here’s the kicker. If the presenter had woven a story, taking you on a journey filled with ups, downs, laughter, and surprises, chances are you would remember it vividly. It doesn’t even matter if the story was directly related to the presentation’s main message.
That’s because humans have an innate affinity for storytelling. Some people are natural at spinning a captivating tale.
When we hear stories, our brains release those chemicals that influence our buying behavior. You’ve probably heard us talk about them before.
Joseph Campbell, an American writer, and scholar of mythology, proved the power of storytelling. He penned the book “The Hero with a Thousand Faces” in 1949. In this influential work, he put forth the idea that stories from various cultures and time periods all share a common structure and feature similar character archetypes. What Campbell tried to prove is every good presentation in story has a popular structure or narrative. It has a universal pattern. This universal narrative was called as monomyth or the Hero’s Journey. He found this similar pattern across countless stories spanning generations and continents.
Examples of such stories include ancient epics like Beowulf, Odysseus in “The Odyssey,” and the heroes in “The Iliad.”
Even he found that similar patterns in religious narratives like the tales of Moses and Buddha adhered to this structure. Furthermore, the monomyth has continued to shape modern classics like “Star Wars,” “The Matrix,” “Spider-Man,” and “The Lion King.”
So, what are the key characters of this narrative structure?
Building Characters
In the powerful world of storytelling, three key characters are critical.
The Villain, who is the primary source of conflict, opposes the Hero at every turn, possessing malevolent intentions or representing internal struggles. They create tension, forcing the Hero to confront their fears and weaknesses.
The Hero, the central character, embarks on a transformative journey, driven by a desire for growth or justice. With courage and resilience, they overcome obstacles and evolve.
The Mentor guides the Hero. They are wise to figure out who provides support and guidance. Their experience and knowledge equip the Hero with tools to overcome challenges.
Together, these characters create a captivating narrative as the Hero faces the Villain, transforms, and triumphs over adversity. This interplay between the Villain, Hero, and Mentor captivates audiences, evoking emotions and inspiring them to believe in the power of personal growth and the triumph of good over evil.
Why Use Storytelling in Presentations
The purpose of presentations is also the same. They’re meant to inspire and educate audiences. Whether they are internal pitches or part of brand activities, they should follow the same structure. Using storytelling universal narrative, presentations can be made more impactful and engaging. In fact, storytelling can elevate presentations to a higher level of success compared to traditional marketing activities.
How to Use Storytelling in Presentations
Suppose you want to deliver a sales pitch to a potential new client. Your presentation becomes a captivating story, following the structure of the hero’s journey. Let’s break it down.
In the initial few slides, you provide an overview of their current situation, highlighting the challenges they face and the pain points they experience. It creates a relatable context for your audience and establishes the need for change.
Now, as you progress through the presentation, you delve deeper into the issues your audience is encountering. It is the actual stage where the hero confronts obstacles and problems.
Here, you highlight the shortcomings of their current methods or solutions and emphasize the negative consequences they might be facing. This is also the perfect opportunity to position your product or service as the solution.
It’s where you introduce your offering as the key to overcoming these problems. You demonstrate how your product or service can address their pain points and provide them with a path to success. Thus, you present yourself as a guide or mentor.
As you reach the conclusion of your presentation, you paint a vivid picture of what the future could look like for your client if they choose to work with your brand.
Show them the transformation they can experience, the benefits they can enjoy, and the success they can achieve. By creating this inspiring vision of their future, you leave them with a compelling reason to choose your brand as their trusted ally on their journey.
Structuring your sales pitch in this narrative framework, you engage your audience emotionally and create a memorable experience. You take them on a journey from their current challenges to a brighter future with your brand as the catalyst for their success.
Final Thoughts
Telling stories is an essential skill that allows you to establish a good flow of communication so your main presentation message reaches the audience in a way that sticks. It essentially means that the slides behind you are not the center of attention during your presentation. It’s all about the conflict your audience is facing and how your message helps them resolve it, while the slides are just there to help you take people through the process.
Therefore, forget about boring them with a barrage of bullet points and data overload. Instead, focus on the conflicts and challenges your audience is grappling with. Dive into their world, understand their pain points, and show them that you get it. Paint a vivid picture of their struggles, and then, like a knight in shining armor, introduce your message as the ultimate solution.
