5 Tips to Communicate for Impact and Results  

In the business world today, concepts like the “corporate narrative” and “brand journey” are guiding the way communications professionals do their jobs. Social media, smart consumers and the thirst for instant information has prompted a shift in the way companies talk with, not at, their stakeholders. And it begins with telling a story.

Storytelling – think boardroom, not bedtime — is a strategic business tool. It’s used in scripting executives, guiding presentations and networking every day. That’s because good stories inspire action; they make us think and feel. They help us remember ideas and concepts in a way that data doesn’t. Think of the Budweiser commercials with the Clydesdale and Golden Retriever puppy, or the Lincoln commercials featuring Matthew McConaughey. They don’t go through the ins and outs of their products and what makes them different; they use the 45-second spot to tell a story.

Storytelling is a skill that’s often underestimated, but when done right it can lead to landing an important meeting or interview, winning a new project or getting a promotion. It’s about the art of persuasion and captivating your audience regardless of your industry, title or goals.

So how do you do it? Whether you’re giving a presentation or writing a message, here are five tips to tell an effective story that drives results:

1.​ Know your audience, and relate. Think about who you’re talking to and what they want to hear, or what they’re listening for, and mold your narrative to get the outcome you want. This could mean editing based on your audience. That’s not be confused with being dishonest or phony, it’s simply being mindful of your tone and direction, and thinking of others before yourself. Spend more time talking to the audience about their possible interests (e.g. family, friends, colleagues, etc.) rather than reciting your resume. How do you think the person will react to what you’re saying? Put yourself in his or her shoes, and find commonalities. When you’re likable and relatable, people are more likely to listen to you and give their support.

2.​ Start in the middle. Try not to get lost in too much detail and put the audience to sleep up front. The most important part of a story, the part where we learn all the lessons, is usually the middle. The climactic moment when we’re all enlightened tends to pull the audience in quicker than if you start off by saying, “One dark and stormy afternoon as I sat in my cubicle…” Yawn. What’s the point you’re trying to make? Start with that and then ease into your explanation and supporting points. It will give the audience a road map for what you’re going to tell them, and as a result they’ll be more engaged.

3.​ Be authentic. For goodness sake, smile. And be yourself. Let your personality shine through when you’re talking to people, and it doesn’t matter if it’s the doorman or the CEO. Talk to people with respect, and don’t try to sound like the smartest person in the room. That’s a quick way to get people to tune out, but it’s also how most people are trained to communicate. The challenge is to overcome stiff, prescriptive communication that doesn’t make an impact on anyone. It’s much more effective to be plainspoken, heartfelt and to-the-point.

4.​ Spark emotion. Again, no matter if you’re communicating one-on-one, via email or to a room of 500 people, make sure your tone conveys some sort of emotion. This doesn’t mean you should burst into tears or launch into an interpretive dance, but don’t speak in a rhythmic drone and expect people to listen and act. Having emotion, and expressing it, makes us human. People want to do business with and elevate good people, not robots, so let that come through in your communication style. Look people in the eye, speak with confidence (not arrogance) and it doesn’t hurt to talk with your hands. Few things look more awkward than an arms-straight-at-sides military delivery. You can obviously ignore that if you’re having a conversation via phone, but still remember to smile. People can hear it in your voice and it makes a difference.

5.​ Be succinct. If you ignore tip #2, this is especially important. Get to the point. Time is money, and people don’t like to waste either one. Give the right amount of detail to support your important points, and make sure to clearly state a call to action. What are you looking for as a result of this meeting, phone call, conversation or presentation? Let the audience know what you’d like or what you expect from them, and give a clear timeline or set goals.

People who talk about what they do and what they want in a captivating way are at an advantage, so use these tips and weave them into how you communicate on a regular basis. Deliver your message in a calm and collected way and it will automatically read as confident, and that gets people in your corner.

Keep in mind that savvy leaders tell stories to inspire and motivate people to take action; it’s part of what makes them successful. So as you progress in your career, keep storytelling in mind as a skill to build. Think of every status meeting as an opportunity to tell a story, and they’ll become much more impactful, and probably more entertaining.