How to tell stories that touch

Once upon a time, in a faraway town, a very old king was troubled. He was troubled because He had no male son and his only daughter was single. His daughter, beautiful and kind deserved prince charming and the King had no option but to launch an ambitious search for a worthy prince. He invited all eligible bachelors in his kingdom to his palace, and Bala the shy, escorted his friend, Zumba the warrior. The king welcomed them all and took them to a pool. It was filled with crocodiles. The young men were terrified! The king announced that anyone who could swim across the pool to the other side would marry his beautiful princess and inherit his kingdom. No one was ready to die, and the eligible bachelors were all disappointed. Just when they turned around to head to their different homes, they heard a splash. Someone was swimming….fast…..vigorously. Wow….He made it. Surprisingly, it was Bala the shy! Everyone was screaming but Bala emerged from the pool furious. Angrily, He asked: ‘who pushed me?’

In life, we all need a push. To succeed and break barriers and unleash our potentials, we need a push. Arguably, there are several versions of this story and numerous lessons from the story but what’s most interesting is that you are likely to never forget about the King & Bala the shy.

Have you ever cried or laughed seeing a movie, the TV or when reading a book? There is no doubt that stories can make us emotional. Stories tap into part of what makes us all human.

Creative agencies like Epower know that branding, advertising and digital marketing in Nigeria & elsewhere is all about telling stories. People want to be able to see and experience a brand’s story through their marketing — they want to follow a journey and see a situation they can relate to. They want real people, real characters, real situations. But why are stories so powerful?

1. Stories grab attention: Story telling is the most powerful way to activate our brains. When we are being told a story, areas in our brain that we would use when experiencing the events of the story are activated.
2. Stories are memorable: because stories narrate an experience, they are very difficult to forget. I bet you still remember adverts you saw on TV 15 years ago but you’d probably struggle to remember formulas and theories you were taught in the university.
3. Stories teach lessons: Just like Bala’s story taught the value of getting a push, stories are very effective at teaching lessons. My nephew, Justin, would ask me to tell a story right after another story. And He always remembers the lessons. When you grab attention and make information stick, the lesson will most likely stick.

How then, do you tell Great stories?

1. Collect stories: Starting today, collect exciting, inspiring stories. You never know when you’ll need one.
2. Use good story structure: You probably know that a good story must have an introduction, a body and a conclusion. What is less known is the value of purpose to a story. Why are you telling the story? What’s your desired outcome? Also, your story must be relatable, and it should either have entertainment or shock value just like Bala’s story.
3. Practice them: Practice makes perfect and perfect makes permanent. All the great story tellers you know today started out as rookies. They kept practicing till they mastered the craft.

Conclusion

Stories are so powerful because they grab attention, are memorable and teach lessons. Start telling great stories by collecting them, using good structures and practicing. Want to convince your prospective clients, inspire your audience or teach a valuable lesson? Tell a story.

P.S: This article is based on ‘Stories’, a speech I delivered at Pacesetters Leadership Club, Ibadan on the 22nd of October, 2017.