How can you quickly and clearly explain complex things? How to conduct a conversation in order to push a person to the "necessary" conclusions? Is it possible to convince a person who is completely self-righteous? These questions are answered by storytelling. What is this method, how and where to use it, read on.
What is storytelling
Storytelling is a method of effectively conveying information through vivid stories and examples. The name comes from the English word "storytelling", which literally translates as "storytelling."
Ancient Greek orators knew about how the listener was influenced by history, therefore they enlivened their speeches with parables. Wise parents, seeing that moralizing does not act on disobedient children, used a fairy tale, the moral of which had a specific purpose.
It is impossible to say exactly when this technique of influence on a person arose, but it has recently acquired its name and semantic contours thanks to American marketers. Today in the USA there is even the profession of storyteller, a man who knows how to inspire or perplex.
David Armstrong, the head of a large American corporation, is considered a pioneer in this area. He used storytelling to train beginners in quality, and to quickly bring them up to speed.
The task and purpose of storytelling
If in ordinary communication we tell stories for the sake of the stories themselves, then there are no accidents in storytelling.
He has a goal - to motivate a specific action. And a clear task is to connect the chain "yesterday-today-tomorrow" so that in the present tense a person draws the "necessary" conclusions.
Storytelling was created in order to keep the attention of the listener or reader, having mastered it from the first second of the conversation. Such an effect cannot be achieved by a dry statement of the facts, the announcement of the rules or a description. The audience needs a bright storyline with the main character, which can be imitated.
If he looks like us, we will inevitably find ourselves involved in his fate. In typical advertisements for cold medicine, we will see the heroes selected precisely for this principle. After all, Grandma Luda, with three grandchildren, knows exactly what to do when there is a cold.
Sneaking up to the consciousness of people in such a cunning way, you can gain confidence, inspire something and induce to action.
You can master this technique if you follow the 10 rules.
Storytelling Rules
Stock up on plots
Scheherazade from death was saved only by the fact that she knew 1000 and one more fairy tale. A professional storyteller would like to know even more than the heroine of an Arabian tale. In the creative arsenal of the speaker should be kept folklore epic, unique true stories from the life, comic situations, instructive parables. With such baggage it will be easy to use storytelling.
Think over the structure
Storytelling requires that the structure of the story is well thought out. An interesting introduction, a clue, an unusual beginning, intrigue - all means are good to set up an audience. In this state, they will hear the necessary message.
It is important that the meaning of the story be understood by a wide range of people. It is necessary to highlight the climax as the most intense point of the story. Decoupling also plays an important role, fulfilling the task of the carpet, inviting to the main.
Feel the audience
Empathy (the ability to feel others) is the best associate in the method of persuasion information. Storytelling does not allow movement according to the standard lecture-lecture-listener scheme, as it is an interactive and requires interaction. The audience needs to feel, and in conversation try to tack and avoid sharp corners. One of the important rules of technology is the study of the audience and adaptation to its features.
Simplify text
It is better to make short sentences and not to use inversion (the reverse word order inherent in the artistic style). Ideally, one sentence represents one thought. It is advisable not to glut the text with bright figures of speech - metaphor, hyperbole and others.
To ask questions
Dialogue with the listener or the reader is a great way to defuse the situation. “What do you think he did?”, “What would you do in her place?” Are questions that make the audience think.
Psycholinguists say that we always answer questions, although we can not express it outwardly. Our consciousness leads a continuous inner speech. It is for her designed, for example, rhetorical questions.
Illustrate
A text without visual clarity is a report, and a text accompanied by a picture is a memorable presentation. This is how the audience sees it. No matter how fascinating the parable would be, and no matter how we read every word in the text, it would still be less effective than the “average” story told to the sound of a waterfall and a tape of pictures on the big screen. Storytelling involves offensive on all fronts, so you should prepare for the informative attack in advance.
Rehearse
The text is desirable to learn by heart, and this can be achieved only with the help of constant rehearsals. The point is not to look like an excellent student, heroically speaking without a leaf. And the fact that as long as we do not begin to talk “on the machine”, it will be simply impossible to follow the facial expressions and gestures.
Improvise and joke
The audience will always feel played and false - in this you can be sure. Especially noticeable if the speech is well rehearsed. How to defuse the situation? Storytelling offers to improvise, briefly retreating from the intended plan. So often comedians do, going to the public with the author's performance. They can address the viewer, sit down in the hall and the like.
Our brain gets tired of glut. You can avoid his “blackouts” with the help of humor. Recalling a short joke or adding an ironic tinge to your story is a way to get attention and locate others.
Watch yourself
Lovers of long TV shows admit that they are not watched because of a fascinating plot, but because they like some kind of hero. It also happens in life. I want to look at the person whose external image is perfect. Well, or almost perfect. Tastefully chosen clothes, individual style, good looks, ability to behave - this is what inspires confidence. Such a person has authority, he can be trusted.
Catch the wave
The speaker needs to be not only savvy and competent in his subject, but also to “burn” while being in it. Words will be believed when the communicator fully reflects what it says. It is important to catch the wave on which to swim will be comfortable and familiar.
Where used storytelling
Storytelling is an indispensable technique for working with people. Where is it used?
- In business. It is necessary for an advertising campaign to influence the decision of consumers. In fact, no single brand can exist without a bright memorable story.
- In religion. In religious books, we find examples of how storytelling was used thousands of years ago.
For example, in the Gospel instead of the decree "read parents" the parable of the prodigal son is told.
- In communication with the staff. Storytelling helps organize the robot so as to avoid conflicts.
- In coaching, training. Learning new knowledge with an experienced storyteller is interesting and easy.
- In everyday life. Storytelling makes any communication bright, easy, effective.
Why is the method so popular? With it you can achieve a lot, namely:
- Affect the subconscious perception of the listener;
- It is clear to convey complex information;
- Quickly train newbies;
- Balance team relationships;
- Resolve the conflict situation;
- Motivate for success and new challenges;
- Enter into trust;
- Affect the decision;
- Increase credibility;
- To sell something, to convince something.
It has long been believed that the word - is a powerful weapon, with which it is easy to win in a collision and achieve goals. The ability to tell stories well is what storytelling is all about. This method opens up many opportunities for us, one has only to master it.
