A Story Is Only Successful When Someone Else Can Retell It

This is Part 2 of my article on 5 August “If Your Audience Can’t Remember It, They Can’t Retell It“

Where do good stories come from? 

John Creedon, on his programme ‘Musical Atlas of Ireland’, suggested that folk music is having a moment. New bands such as Amble and Kingfishr, along with a myriad of other groups, are now making a name for themselves on the Irish and international scene. I’m sure you can think of your own personal favourite singers and bands.

The best folk songs are the ones we want to sing along to, and that tell a story that touches us emotionally, and possibly how we think about something.

A good story song can be humorous, topical or both.

Some personal examples:

Ralph McTell’s song “The Streets of London” was written in the sixties but is unfortunately as relevant today as it was way back then. Good stories last!

“Jennifer’s Rabbit” by Tom Paxton. Every time I hear this song, I am reminded of great nights reading my daughter Jennifer bedtime stories. If you have a Jennifer in your life, listen to this song.

“England 2 Colombia 0” by Kirsty McColl

Recently rediscovered by me, Kirsty uses humour to deliver a hard-hitting message about infidelity, with a fun chorus. Memorable and repeatable.

You will have your own personal songs or poems that you go to in times of difficulty or when seeking inspiration.

Alternatively, ask yourself: what informs you on the radio, podcasts, TV, or in books?  That you would be interested in telling others.

Telling your story as a metaphor or analogy is an excellent way for people to grasp, understand and remember your message, particularly if yours is a technical topic.

How do I become a good storyteller? 

Storytellers are people others want to engage with, so they can be informed and, ideally, entertained.

Think about your own circle of friends and work colleagues; who are the ones you wish to be in the company of?

In Ireland in the past, it was a seanchaí who moved from house to house telling stories, sometimes sung, mostly spoken. This was in a time when storytellers were in demand as the only form of entertainment poor people had.

A good storyteller must first enjoy telling their story.  

If they want to hold an audience’s attention while informing and entertaining them in equal measure, the story should be full of colour and detail, with elements of fun and pathos.

Before people buy the product, idea or proposal, they have to buy into the person telling the story.

Note: there is no greater satisfaction than holding an audience in the palm of your hand.

Why emotion matters more than information.

Sir Ken Robinson’s TED Talk is still the most-viewed TED Talk globally, with over 80 million views. In his talk, he tells many short stories that are memorable and mostly funny. So, listeners remember the story and, in many cases, can retell it to others.

People remembered his stories and therefore remembered his message.

Aesop’s fables have travelled the world by word of mouth, and over 70 countries worldwide have a version of this wise old proverb.

“A bird in the hand is worth two in the bush.”

A story in a sentence!

Currently, the movie “The Odyssey“, directed by Christopher Nolan, is being shown around the world. Another story that started out as a tall tale, told around campfires a long, long time ago.

If you want to be remembered, tell stories. Stories are a window to your soul, and people want you to reveal something of yourself when you engage with them.

How will I remember stories? 

I am constantly on the lookout for stories that engage me. If they engage me, they will engage others. Next, I repeat my interesting stories to other people I have interacted with and gauge their reaction.

If it’s good, I capture the incident/story on paper or dictate it into my phone in the hope that it will provide content for a future article or conversation/presentation

How to practice: 

Next on the agenda of becoming a good public speaker is polishing your stories.

What I mean is telling your stories to anyone who will listen; every time you do, they become more refined with each telling.

When preparing, practise the talk by talking out loud. While walking or driving, you’ll hear your conversation out loud and know whether the flow works.

(People will not think you are mad; they will just assume you are speaking to someone on the phone)

NEVER, NEVER stand in front of an audience and be like them, hearing your talk out loud for the first time!

Should I practice in front of a mirror?

No, no, never. All you will see is what you believe you are doing wrong.

Also, be very careful about who you choose to seek advice from, as the only advice you usually get is what’s wrong with your talk.

What do good speakers do?

The best speakers tell stories that engage and entertain. Each story should end with a punchline, an important message and often a call to action

If you want to be remembered, tell stories: 

Stories are a window to your soul, and people want you to reveal something of yourself when you engage with them.

Facts inform.
Stories travel.
Stories persuade.
Stories are remembered.

If you want your ideas to live far beyond the moment you deliver them, learn to tell stories.

YOUR story is a success when someone else retells it.

By Executive Coach Andrew Keogh of Aristo.ie