Practice Makes Impact in Storytelling

Early into my speaking career, I spoke at a developer conference about a pretty technical topic. It was the first time I integrated storytelling into my 45-minute session. I'll admit that it felt a little bit forced to add a "story" to a technical talk. But I'd been studying public speaking and couldn't ignore the claim that telling stories helps deliver important information or impact.

Fast forward a few years from that event, and I returned to the same conference with a similar audience. To my surprise, a repeat attendee approached me and recounted one of my stories from the previous talk as if it had happened yesterday. He almost re-told the story as I told it years ago. And most importantly, he shared how it moved him to act on something he'd been avoiding for quite some time.

This encounter was a pivotal moment for me; it underscored the enduring power of stories over straightforward bullet points or direct advice.

Why Stories Matter

Stories are memorable. Good stories resonate with people, making the conveyed lessons and ideas stick. In fact, I started this article with a story rather than merely suggesting you use storytelling. In part, it was to demonstrate the approach, but I also did that simply because it's a more effective way for me to communicate the value of the point.

Practical Steps to Hone Your Storytelling Skills

1. Keep Stories Short: The story I just shared was brief but impactful. Your stories don’t need to be lengthy to make a point.
2. Practice Everywhere: Whether it's a sales call, a client meeting, or a casual chat with friends and family, seize every opportunity to tell your stories. For example, share a three-minute story about how you helped a client during a sales conversation. Practicing in various contexts will refine your storytelling abilities.
3. Focus on One Point: Each story should convey a single, clear message. Don’t overwhelm your audience with multiple lessons.
4. Practice Intentionally: It's not just about putting in the hours; it’s about deliberate practice. Focus on specific elements of your storytelling:
   1. Sticking the Landing: Perfect the concluding sentences of your story.
   2. Timing: Ensure your story fits within a set timeframe, like two minutes and thirty seconds.
   3. Voice Dynamics: Practice varying your vocal tone to keep the story engaging.

What Gladwell Got Wrong About Mastery

Years ago, Malcolm Gladwell popularized the idea of 10,000 hours of practice as a path to mastery. As he described in his book Outliers, experts across many fields shared a particular trait: they'd put over 10,000 hours of practice into their craft. Gladwell was referencing a study that now many would argue he misinterpreted.

K. Anders Ericsson, PhD, a Professor of Psychology at Florida State University, recently wrote a book, Peak: Secrets from the New Science of Expertise, in which he clarifies some of the original research and Gladwell's take on it. One key aspect that high performers share in their skill development is what Ericsson and others call Deliberate Practice.

Deliberate practice transforms ordinary efforts into extraordinary skills. It's a way of practicing that sounds less like "I'll practice teling my story now" and more like "I'm going to practice my transition from the first 60 seconds into the second 60 seconds while not losing energy in my voice."

Be deliberate in refining your storytelling techniques, and you'll notice a significant improvement in how your stories resonate with your audience. A simple way you can do this is to record yourself telling the story and then watch it back. Additionally, there are many speech and speaking coaches that you can partner with as you level up your skills.

Storytelling is a powerful method for making your messages memorable and impactful. Practice regularly, focus on delivering clear, concise stories, and be intentional about honing your skills. Embrace the art of storytelling, and watch as your ability to connect with and influence others grows.