Whether on the 2012 Campaign Trail or in the Boardroom, Use Stories to Build Trust

Recently, President Obama admitted that his job as President is about more than just getting the policy right. As he put it, “The nature of this office is also to tell a story to the American people that gives them a sense of unity and purpose and optimism, especially during tough times.”

Well said, Mr. President! For years I’ve been telling business presenters that stories are essential to getting your message across. Whether speaking to a large group, as the President often does, or speaking to a small gathering of staff, telling a good story stimulates a strong emotional connection between you and the audience. Tell a story and you entertain. Tell a story and you connect. Tell a story and you build trust.

Stories play an important role in our everyday communication. They can bridge the gap that’s inherent in many types of presentations, from the lively motivational speech to the serious executive all-hands meeting to the dense technical demo presentation. In fact, we’ve all seen what can happen with the introduction of a story—a boring presentation will come alive!

If you want to persuade your listeners to your point of view, connect on a deeper level, and most of all build trust, telling stories is key. Here are a few simple tips to help enhance your storytelling.

• Be yourself: You likely tell stories every day, and these are the stories that have the power to create a bond with your listeners. When you share a personal story, the distance between you and the audience dissolves. Stories show your vulnerability, which creates an opportunity for trust. As you tell a personal story, both you and the listener share a heightened emotional experience.
• Build believable characters: Who are the heroes in your story? Take the time to develop characters who are appealing to you and your listener. Create characters by using the five senses (sight, smell, hearing, touch and taste), and explore emotional, practical or other aspects of the characters as well. Let your characters grow every time you tell the story so that they take on a life of their own.
• Create a plot that sticks: What are the stories that you remember? You no doubt have your favorites; we all do. No matter how charming and well developed your characters, the plot is often the most memorable. Create a plot that has action and movement. Let your character face and overcome obstacles, teach lessons and inspire. When you develop a detailed plot line, your audience will never forget it.
• Listen to the stories of others: You hear plenty of stories regularly—in your everyday business presentations; in community meetings; in political, cultural, and religious speeches; in entertainment and comedy; at social events; in the media. Write down every great story you hear so you have fresh material to draw from and learn more about content style and delivery.
• The Power of Practice: Most people are not natural “stage” storytellers but are comfortable telling a story at the dinner table. That’s why it’s important to practice your platform stories before you go live. Write out and organize the flow of your story, and then practice your language, sentence structure, pacing and rhythm. Remember that timing is still everything when it comes to storytelling, so use silence to create dramatic, strategic and forceful pauses. Practice is the key to delivering a story that builds trust.

No matter what kind of presentations you give, take some advice from me and the President: use stories! Let them help you grab the attention and tug at the heartstrings of your audience. Let your stories ring out and you’ll connect with your listeners in a whole new way—a way that builds trust and respect that goes way beyond the podium.