All of us have that certain family member or friend who has the knack for telling a great story. No matter how many times we may have heard a particular tale or no matter that we know every punch line and how the story ends, the telling and retelling still manages to grab our total attention. But is it the story or the storyteller that makes us all ears?
Storytelling has been at the core of the transmission of knowledge and news for centuries. The First Nations people of Canada have used oral tradition from the earliest days to pass on their stories and history to the next generation. Wandering minstrels throughout the ages have travelled from town to town telling the locals about happenings near and far. And families often keep traditions alive through beloved stories.
Good storytelling is truly an art which requires a sense of timing, dramatics and emotion.
A gifted storyteller knows how to engage his or her listeners through a command of language, suitable inflection of the voice, and vivid, colourful imagery which brings the story to life. Without dazzling special effects and expensive props, a great narrator can hold an audience spellbound. What every good storyteller quickly comes to realize is that it is not so much what is said, but how it is said.
Yet in our contemporary, technological age, storytelling is becoming a lost art and fewer and fewer people seem to possess the skill of relating a captivating narrative. This is unfortunate since stories can illustrate a point much better than facts or text can. Spin a compelling tale and people will be drawn to what you have to say and, more importantly, they are more likely remember the content imparted.
Maybe that’s why corporations and companies have begun to realize the value of engaging customers in a story, and are encouraging their employees, particularly those in marketing, to learn the means of telling good stories. In fact, many in the business world are claiming that in the next five years this will be the most valuable asset when it comes to sales. Consider for a moment some of the most successful and memorable TV ads and it quickly becomes apparent that most use stories to help consumers connect to their brand.
Effective leaders often engage their followers through the power of storytelling. There is an Indigenous proverb that tells us that those who tell stories will rule the world. But Shane Snow, an author who writes about storytelling, warns us, “Make sure the good guys are the ones telling the best stories.”
Whether we use stories to sell goods, teach history, preserve traditions or provide entertainment, there is no doubt that storytelling remains one of the most valuable tools for effective communication. We all have a story waiting to be told. Telling it well means it will be remembered by those who matter most.
