Twelve Pieces of Advice on Storytelling.

Hur ökar du din personliga genomslagskraft? Detta är de råd som Jesper Klit, en av våra grannländers mest framstående kommunikationsrådgivare, ger i sin nya bok med samma namn. För alla er som inte läser danska flytande bad vi Jesper skriva på engelska:

1. Your story must be significant. The story about the nun and the sailor is fine as long as it is about nuns and sailors. Make sure that your story, anecdote, metaphor or allegory has a direct relation to your subject, preferably in an elegant way. In other words, your audience must experience it as a prototype. If your audience consists of managers, the hero of the story should be facing a managerial challenge.
2. Tell stories we can relate to. A one dimensional, superficial story rarely does anyone any good. On the contrary, stories of real conflicts and problems have a learning potential and hence they attract interest. Moreover, an interesting story consists of recognizable characters whom we can relate to. These characters can be stereotypes whom we all recognize. For instance: the powerful boss, the nerd, the smart Alec, the dumb blonde, the dry bookkeeper, and so on and so forth.
3. The best stories include the listeners. Make certain that your listeners can identify with the core of the narrative and virtually see and hear themselves perform in the story. The story should not only address the intellect, it must also stimulate the audience emotionally.
4. Make the story personal. Stories of events we have experienced or which relate to us personally have a high degree of authenticity. Often we give our interlocutor a piece of ourselves through the personal story. Here we have the opportunity to show our personality, and by sharing our weaknesses we illustrate our strengths. Self-irony demonstrates that you are on top of things, and moreover that you do not take yourself too seriously.
5. Give your story a progressive dramaturgy. The long and the short of it is that there should be an introduction that intrigues the audience (for instance a question), a middle (the substance of the story), and a climax where the tension is released, preferably with a point that surprises or moves us!
6. Tell contagious tales. The best stories are those that your listeners want to pass on. Such stories are usually simple, concrete, and with a direct emotional appeal. In short, an audience wants emotions and dramas about heroes and villains, friends and enemies, if possible told in a rich varied language with lots of colourful descriptions and emotions.
7. Be aware of the magic of the present moment. Skilful communicators, especially people who often address audiences and give presentations, are often aware of ways in which to use the magic of the present moment. This means that they scan the actual situation for experiences, impressions or images they can apply here and now in their story. It might be a notice in a newspaper, a conversation with a taxi driver, a random meeting, a shout from the audience – which with the right spin can contribute to giving your stories a vibrant edge which your listeners will no doubt appreciate.
8. Give your story a service check-up. Words can have a wide variety of connotations, i.e. attendant meanings. For this reason you should be aware of whether or not you apply the right words to tell your story. There is a difference between manager, leader, head, boss, and whip. Different words have different associations. You could also ask yourself: what would I like the target group to feel when they have heard my story? And what would I like them to remember?
9. Let your story take its time. You should take the time required to tell your story. Much too often I see otherwise skilful communicators hurry through a good story because they want to get to the “important” part – usually the professional aspect. However, your story is important. Otherwise you would not include it in your presentation. Please allow yourself to enjoy telling stories, but tell them economically, keep the characters on a tight leash, and do away with superfluous words and details.
10. Address all senses. The well-told story addresses all our senses: sight, taste, hearing smell, and touch. Make your story vibrant by addressing all five senses.
11. Practise. The best storytellers and communicators in the world do not arrive at their results without hard work. They practise. Then they practise more. And finally they practise a little again. It would be advantageous for you to do the same: Begin by taking hostages – a friendly audience, your partner, your dog or an innocent child. In the real world you might proactively seek out opportunities to test your stories “live”. The ability to tell significant stories packed with salient points – and doing it well – results in great admiration from the audience.
12. Be in the situation. A good storyteller never tells the same story in the same way twice. She varies the ways in which she tells the story according to the situation, the audience, and the atmosphere.

Jesper Klit
http://www.jesperklit.dk/
Boken Personlig genomslagskraft