How to pitch: Storytelling

Once upon a time, long, long ago, we all fell in love with stories. Stories filter through every aspect of our lives, and give structure to our communication.

The unifying power of stories has incredible benefits when used as part of any pitch or presentation.

STORY STRUCTURE

Narrative breeds confidence, both for you and your audience. When delivering your message to an audience, they will engage far quicker if the information is presented within a traditional story structure. Recognising that a story has a beginning, middle and end, gives us a sense of where that story is going, without being concerned that the speaker will drone on indefinitely. Stories have a natural pace to them with engaging beats that keep the energy flowing.

As the speaker, delivering your story within a well formed narrative, allows you to speak freely, knowing the essential turns or ‘beats’ of your story.

The three act structure permeates every good aspect of storytelling since before the time of Euripedes. In act one we introduce the hero and the realities and challenges of their world. In act two we introduce the threat that will destroy the hero and/or their world which forces the hero to overcome their challenges. Finally, in act three, the hero overcomes the threat, returning order to the world.

There is comfort as an audience in recognising the identifying markers of a first act problem, comfort that is bred from the familiarity of knowing these issues will be resolved by act three. It is our recognition of the narrative structure that makes us lean in throughout the second act of a movie, the thrilling promise of the premise when everything threatens to undermine the hero’s efforts; we lean in, especially during the riskiest moments.

FINDING THE STORY

Working with a communications coach gives you the opportunity to find the narrative arc within your presentation. Audiences don’t want to listen to reams of information so finding the narrative thread within your message allows you to introduce themes that resonate with your audience giving the information value.

Great stories and anecdotes are how we relate to one another; how we share our experiences. Putting your message within a recognisable narrative structure will also make your presentation far easier to remember. An audience may not recall every step of the journey but, if you have presented your message with the momentum and clear thread of a narrative, they will have a good sense of the overall story that they can recall with ease.

ALL ABOUT YOU

Personalising your story is an essential aspect of your first act. Rather than opening with a list of your accomplishments, introduce your personal connection to your subject. This will give the story context and offer insight to the narrative.

Simply, listing the benefits or features of your products and services can become monotonous and hard to follow. Crafting a personal story around the development of those benefits that builds into a third act which resolves the problems introduced in the first, gives you a succinct pitch that is easy to follow, personal and memorable.

“BUT” OR “THEREFORE”

Trey Parker and Matt Stone have succinct rules for storytelling. Far too many story outlines read like a list; “This happens, then this happens, then this happens…”. Their golden rule is that each scene should be prefaced with; “but” or “therefore”. Moments that propel the story into a surprising avenue.

Surprise is key to keeping your audience engaged. As soon as we know where the story is going, we switch off. It is the same whether we are watching a blockbuster movie or listening to an uncle telling an anecdote about his all inclusive holiday. As soon as the story becomes predictable, we turn our focus to other things. Introducing ‘but’ and ‘therefore’ gives your pitch or presentation a sense of cause and effect, building surprise and maintaining the audiences attention.

LEGENDARY STORIES

Great stories should be aspirational and the reason myths and legends exist through the years is that they exist as proof-points - something seemingly insurmountable that was overcome through innovation, will or stubbornness. That great feeling of achievement is what you should aim to leave your audience with. Your product or services being used to overcome the impossible. Stories should, in the least, entertain and, at their best, inspire. Working with a communications coach, you can develop your pitch or presentation to do both.