Parents, teachers, and school principals used to reinforce that telling stories was a bad idea – that is if the stories were false. When true stories are told, they can be effective teaching tools.
Telling stories can illustrate unexpected and resourceful ways people have solved problems. Storytelling is the perfect promotional tool because powerful stories provide simulation or knowledge in how to act as well as motivate and inspire action.
Stories Made to Stick
In their book Made to Stick (2007, 2008, Random House, New York), co-authors and brothers Chip Heath and Dan Heath explain how storytelling can help make ideas stick so that consumers understand and remember the ideas represented by the story.
The book details six principles to making an idea stick in the minds of consumers including storytelling. The other principles include:
- Simplicity: Finding the essential core of an idea.
- Unexpectedness: Getting the attention of the consumer.
- Concrete: Make ideas clear.
- Credibility: Make people believe.
- Emotions: Get people to care.
According to the authors, stories can be told in the form of shop talk where co-workers share their work experiences which illustrate how effective stories are part entertainment and part instruction.
The strongest effect of stories is the mental simulations which can:
- Help us manage emotions.
- Help with problem solving.
- Build skills by mentally seeing oneself performing a particular skill successfully.
These mental simulations created as a result of storytelling are perfect for relating a product or service to consumers especially if the story relates to their particular need.
Chicken Soup Stories
One of the best examples the authors provide of the effect of storytelling is the Chicken Soup series of books (Chicken Soup for the Soul Publishing, Connecticut). These books all contain real-life inspirational stories that can motivate teachers, writers, pet lovers and teenagers among others.
Storytelling Training
Storytelling is a teachable skill for teachers, sales leaders, promoters, marketers and public relations professionals. There are a multitude of training programs available both online and in adult education programs at colleges and universities. Programs include teaching storytelling to:
- Build strong leaders.
- Develop effective coaches.
- Become team mentors.
- Train dynamic public speakers.
- Develop teachers and trainers to deliver with more impact.
Stories Simulate and Inspire
Made to Stick authors wrote, “Stories have the amazing dual power to simulate and inspire. And most of the time we don’t even have to use much creativity to harness these powers – we just need to be ready to spot the good ones (stories) that life generates every day.”
Think about the last inspirational and motivating story you’ve heard. Harness the same power that the story had and retell the story to see the same results.
After all we were taught as children, it turns out that as adults, real-life story telling is a good thing.
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