The Secret Art of Storytelling

Storytelling has very little to do with telling your audience anything and everything to do with influencing change.

If you don’t understand your audience deeply or keep them at the centre of your mind, you waste time procrastinating because you don’t know who you’re really talking to and therefore find it difficult to start crafting your story.

You talk about aspects of the story, or deliver it in a way that doesn’t connect well with your audience, or puts them off.

And you struggle to build a relationship with them afterwards.

When you do vividly bring your audience to mind, something shifts. It becomes much easier to write and prepare quickly, saving precious time for other important tasks. You can match your story, energy, delivery format and timing with your audience, so you feel like you’re having a meaningful chat instead of talking at them. And those who are ready can move onto the next step of the journey with you, in a way that feels good for everyone.

Understanding your audience is not a vague principle. It is a process. It has three parts.

First, describe your audience clearly.

Second, clarify your objectives.

Third, refine your Theory of Change.

Part 1: Describe your audience

This begins with understanding what they already know and feel.

What do they already know and feel about the issue, topic or action you're encouraging? What doubts, fears or misunderstandings might they have about it?

What do they know and feel about you? What doubts, fears or misunderstandings might they have about you?

You also need to understand what is happening in their lives more broadly. What’s really important to them right now? What do they find difficult?

Practical factors matter too. Is English their first language? Is there any reason why they may struggle to understand or follow you?

There may be differences between you that shape how your story is received. What do you have in common with your audience and what is very different, perhaps in your background or culture?

And if you’re thinking of telling a story that may have distressing or even traumatic elements, might they have been affected by a similar situation?

All of these influence what you tell them, how you tell it, and when.

Context also matters in the moment they encounter your story.

How tired are they? Will they have been taking in a huge amount of information that day? What mood might they be in?

Have you got their full attention or are they at home distracted by family?

What’s happening for them next?

Are they in a comfortable environment or with strangers they’re more formal and reserved around?

You don’t need to go through this level of detail every time. But when you’re working with a new audience, or wondering why you’re not having the impact you want, this is where clarity begins.

Part 2: Clarify your objectives

Once your audience is clear, the next step is to be honest with yourself about the change you want to influence.

How do you want your audience to think differently, feel differently, and act differently after hearing your story?

This is also the point to acknowledge your own motives.

Is there anything you’re personally trying to gain from influencing your audience?

Approval, so you feel good?

Money, so you can pay yourself or others?

This isn’t a problem or “bad”. But being honest about it helps ensure your personal motives don’t hinder how you interact with your audience.

Part 3: Refine your Theory of Change

At this point, you can begin to consider how change actually happens.

You’re giving them certain anecdotes, using a certain tone and format to your delivery, all to have a certain impact on them.

What is your theory about how the audience you’ve described will change in the way you want?

Whether consciously or unconsciously, you are already operating from one and it will be more or less accurate depending on your depth of experience and knowledge.

This is your Theory of Change:

• If I.....

• Then I believe they're likely to....

• This is based on my experience of / research that shows.....

Being explicit about this makes your storytelling far more precise and also asks you to consider the basis for your theory. It may turn out to be a bunch of weakly-evidenced assumptions!

Different audiences need different stories

Years ago I went vegetarian for a period, after becoming a Buddhist and practicing loving-kindness meditations.

A rather “blokey-bloke” I knew wasn’t going to change by me talking at him and telling him all about my meditation experiences. (Nor did I feel inclined to get involved in his personal choices anyway).

So I didn’t and I let him get on with making his own decisions.

One day, he watched a film called The Game Changers.

It’s all about athletes and bodybuilders he’d admired for decades, who were incredibly successful AND weren’t eating lots (or any) meat.

He decided to cut down.

He didn’t need my story.

He needed the story that matched him and the things he cares about, from the right people.

My theory is he’s the type of person who could be influenced by a story that comes from more traditionally masculine men that

• he respects for reasons he cares about

• focuses on health not ethics

• has no trace of “woo” or spirituality that really puts him off

• and is told in the format of an entertaining movie that he can choose to watch, in the comfort of his own home, after a long day at work.

Applying this in practice

If you want your audience to think, feel and act differently after your story, you need to consider what will actually get them there.

Who does the story need to be about? Can they connect with you as the subject of the story, or do they need to hear about or from someone else?

What format does it need to be in? Video, live or text? 10 minutes or an hour? No interruptions or pauses, or interaction?

What angle and aspects of the story will be most powerful for them, reflecting their own circumstances, background, dreams, fears, and misconceptions?

What would really put them off, lead to misunderstandings or have a negative impact on them?

And what is the single most important message they need to hear?

A useful way to test this is to imagine explaining it informally, over a drink and a packet of crisps in a pub. What would you tell them?

Wrap Up

So there we have it. You've engaged in a sustained period of empathy and emotional intelligence.

• Describe your audience clearly.

• Clarify your objectives.

• Refine your Theory of Change.

Which do you need to focus on getting better at this month?