How to sucessfully introduce stories in speeches
Some storytelling setups, (the way you lead in, or introduce your story as part of a speech), are much more successful than others. They'll have your audience enthralled, hanging off your every word. The worst will have turned their ears off as fast as if you'd flicked a switch.
If you've had the experience of a story failing to fire and yet you know it was relevant within the context of your speech, maybe your story introductions need fine tuning.
The best storytelling setups sneak up on an audience capturing their attention before they've had an opportunity to zone out. They do it with out fanfare. The drums do not beat loudly. The trumpets do not herald their arrival.
What NOT to do
Speakers who skillfully weave storytelling into their speeches do not say by way of introduction:
- That reminds me of a really funny story...
- Have you heard the one about ...?
- I heard a great joke the other day. You'll really love it.
- I don't know whether I should tell you this but...
The problem with any of those storytelling setups is that you give the audience a chance to pit themselves against you. Let me show you how.
In the first example, "That reminds me of a very funny story", you've created two hurdles to get over before you even get to telling your story.
The first is that you have said you are "telling a story". Your audience may interpret that as you are telling them something at best, fictional, and at worst, a lie.
The second hurdle is that you've told them it's "funny". Some people don't want to listen to "make believe" and many more don't want to be told something is funny before they experience the funniness for themselves. They want to make up their own minds.
"Have you heard the one about ..." as an opener sets your story up as a yarn or joke that is going the rounds. Someone told it to me and now I'm telling it to you. It's not personal experience, or even a new story, and therefore can be dismissed easily.
"I heard a great joke the other day ..." fits into the same slot as the starter above with the added loaded inference that the word "joke" carries. This is funny. You will laugh.
The last example, "I don't know whether I should tell you this ..." invites the response, "No, you shouldn't", in the mind of your audience before your story has begun.
So what Storytelling Setups do work?
The ideal is an opener that doesn't appear to be one. It has the audience involved, listening attentively without pausing to consider whether they want to or not.
Openers actively engaging the audience's imagination are very effective. Even though they precede the actual story, they don't set up the same resistance as the ones above.
- I want you to visualize ...
- Imagine ...
- Let's step back in time ...
- Come with me ...
Setting your story as part of your personal experience works well.
- Just yesterday I was talking with a friend ...
- On my way to work this morning ...
- My wife thinks I ...
- My phone rang. It was ...
- I was in XXXX (insert name of local shop/restaurant etc) when...
- Last summer ...
If it fits your speech you could also experiment with storytelling setups based on rhetorical questions. As well as the straight or serious, try some obviously ridiculous ones to grab your audience's attention.
Examples of both are:
- How many years have you been 40?
- Is it true that diamonds are a girls best friend?
- Do you remember when the sky was always blue and summer was endless?
- Why is it that whenever you're late, you can never find a car park?
- Why should we care about others?
- Who decides what is fashionable and what is not?
- How come it always rains when it's holiday time?
- How come so many people are described as 'average'?
When you're writing or rehearsing your speech try several storytelling setups before settling on the one you're definitely going to use. Listen for 'rightness' of fit to your story, speech and audience.
Just as there are seamless ways of entering a story, so too there are slicker ways to exist. You do not have to announce, "By the way, that's the end of the story". Instead try a pause, a change of tone, a shift in body language or speaking rate. All of these signal the start of a new segment without saying anything.
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