what makes a good storytelling presentation

Presentation Storytelling Examples & Techniques (2024)

Learn techniques for telling a story in a presentation . Get narrative presentation examples and learn to apply storytelling in business presentations .

Joanne Camarce

8 minute read

Short answer

What should a presentation storytelling structure include?

Introduction

Rising Action

Falling Action

Storytelling in business presentations matters (a lot)

Stories convey a deeper meaning, idea, or lesson. They make us feel, experience, identify, and understand.

Most importantly for storytelling in business presentations, telling a story in a presentation makes people more likely to remember the message.

Researchers Dean and Chip Heath found that after a presentation, 63% of attendees could remember the story told by the presenter.

However, only 5% could recall specific statistics from the event.

Because stories allow audiences to visualize and imagine an idea or message, stories also make them better able to make decisions.

In other words, stories bring buyers, stakeholders, and decision-makers to better understand and remember your message. Which in turn enables them to make a decision and increases the chance they’ll act on it.

What is presentation storytelling?

Presentation storytelling is the art of using a narrative structure to convey information instead of dry facts. It delivers a story with a clear beginning, middle, and end that aligns with the presentation's objectives, making the content more relatable and memorable.

Storytelling in business presentations involves 2 complementing aspects: (1) textual presentation narrative, and (2) visual storytelling.

What is a narrative presentation?

A narrative presentation is a style of delivering information where the content is structured as a relatable story. It typically includes characters, a setting, a conflict, and a resolution, and weaves complex ideas, processes, and metrics into the narrative.

What is a visual storytelling presentation?

A visual storytelling presentation tells a story or multiple anecdotes using visual elements like videos, animations, and interactive content.

Modern storytelling presentations apply scrollytelling design which combines visuals and text seamlessly to let readers interact with the presentation as they scroll down the content.

How to use the 4 storytelling archetypes

Storytelling is the art of describing vivid ideas, beliefs, experiences, and life lessons through stories and narratives.

These stories stimulate a listener's imagination as you take them on an emotional journey. There are many ways to tell a story.

These story structures have been shown to work for narrative presentations and corporate storytelling, and they will work for you.

The Hero's Journey: Communicates a transformation from struggle to success

The Story Mountain: Builds tension and anticipation

Story loop: Joins multiple perspectives into a single narrative

In-Media Res: Grabs attention quickly

There are timeless narrative frameworks that have worked for storytellers throughout the ages from the methodologies of old, through Shakespearian plays to Apple commercials.

1) Hero's Journey

The hero's journey narrative archetype involves a hero who goes on a journey and returns as a changed person.

This storytelling template consists of three distinct parts, or "acts," that include a setup, confrontation, and resolution. It makes for a well-structured and engaging narrative.

2) The Mountain

The mountain storytelling structure strategically maps the tension and drama in a story. This archetype is represented visually as a mountain, with each section building to a complex obstacle that characters need to overcome.

Think of the protagonist at the bottom of the mountain. They must climb the mountain to reach their goal (your business goals in this case). They face obstacles along the way, and they must overcome those obstacles before they can reach the top.

3) Story loop

The story loop structure contains stories within another story. However, they aren't standalone stories.

Your first story is the most important. It's the core of your message, and you use the other stories to elaborate or explain your central point.

But you stop some of the way through it, leaving the audience in suspense. Then, you share part of the second story before moving on to the last.

Eventually, in the end, you bring it all together to make one cohesive point. The purpose of this storytelling technique is to provide context, background, or a different perspective to a central narrative.

Types of anecdotes you can use in your story loop presentation

• Customer success stories
• Personal experiences by clients
• Inspirational stories
• Fictional or hypothetical stories
• Historical or factual stories

Here's a short video explaining how to use a story loop:

4) In medias res (begin from the middle)

In medias res is Latin for "in the middle of things." With this storytelling archetype, the narrative begins in the middle of a scene. It skips over the background of the story and gets straight to the action.

To choose the right type of story for your presentation, consider your audience, the purpose of the presentation, and the emotional impact you want to create.

No matter what narrative structure you choose, include visuals, sensory details, and precise language to bolster your message.

If you want to learn more about this storytelling archetype, check out the video below:

Effective presentation storytelling structure

A well-structured story can engage and persuade your audience, making your corporate presentation much more effective and memorable.

Stories can be applied in any type of business presentation, such as a pitch deck, sales presentation, white paper, report, or business proposal.

A single document can include multiple stories that make up a joint narrative.

5 basic elements of a story structure:

1. Introduction

• Sets a relevant context with background information.
• Introduces the protagonist (business or product) and the current problem or challenge.

2. Rising Action

• Builds tension by detailing the obstacles and complications faced.
• Engages the audience with the steps taken to address the challenge.
• The turning point where the main tension or conflict peaks.
• Highlights the moment of greatest challenge and the decisive action taken.

4. Falling Action

• Shows the aftermath of the climax.
• Begins to lead towards the resolution, detailing the business solution and results of actions taken.

5. Resolution

• Wraps up the story with the outcome of all actions.
• Provides a clear ending, showing how the challenge was overcome and what was learned.

After developing your story structure, be sure to connect it to your core message by creating parallels and reinforcing it with examples.

Most importantly, don’t leave your audience with the realization that they need to take action without offering them an immediate way to act.

Effective storytelling techniques for presentations

The beauty of storytelling is that the possibilities are endless. There are so many ways to tell a story in presentations. It's just a matter of finding the right one for your unique needs and goals.

1) Build your stories around your audience’s pain points

Stories establish connections. But don’t confuse your story with your audience’s story.

Your audience doesn’t care about your story, and they don’t care about your product.

But they will care if they feel you care about them.

Understanding the audience's pain points, values, and opinions can help you weave a story into a narrative that aligns with their interests. It gives you the chance to be part of THEIR story.

Stop talking about yourself. Do this and see engagement blow up, conversions increase, and greater brand loyalty .

2) Establish common ground with your prospects

One effective presentation storytelling technique is to find common ground and share experiences with your audience to establish a connection and make them care about what you say.

These commonalities are what resonate strongest with your target audience.

Common-ground stories tell your audience a satisfied client of yours overcame a particular challenge they are experiencing themselves, and offer the lessons learned while overcoming it.

3) Tell stories that foster peer envy

Peer envy is one of the strongest motivators you can flame in sales presentation storytelling.

Simply put it just means telling the story of a known industry player that achieved remarkable results with the help of your product or service.

A peer envy story should present the initial challenge, the journey to overcome it, and the final enviable outcomes. Yet the reader should feel they can attain similar or better results by following a similar journey.

Here's a fragment of a podcast where Michael Bosworth touches on this very topic:

Business presentation storytelling examples

Here are some examples of famous brands that incorporated personal stories to convey a powerful message in their business presentations.

Zuora sales deck

The Zuora sales deck was aptly named the best sales deck ever . It is truly a best-in-class example of a transformation narrative set within the story mountain framework.

It masterfully narrates the shift to a subscription economy, emphasizing evolving consumer behavior.

And by highlighting the challenges businesses face in this new economy, Zuora positions itself as the essential solution.

The deck's use of data, visuals, and testimonials weaves a compelling story of transformation, urging businesses to adapt and thrive with Zuora or stay behind and decline.

Mign sales deck

Mign’s sales deck highlights the digital shift in musculoskeletal injury recovery, emphasizing the transformation from mass production to personalized care.

Mign applies the hero’s journey story framework and positions itself as the trusted guide in this transformation.

The deck contrasts "winners," who embrace new technologies like additive manufacturing and virtual care, with "losers," traditional manufacturers stuck in outdated processes.

Tinder pitch deck

Tinder's pitch deck effectively narrates the universal challenge of meeting new people and the fear of rejection.

By introducing a hypothetical user named "Matt," Tinder gives the reader a peek into the mind of their target user - an everyday nice guy scared to approach a girl he's interested in.

This concrete personal experience gives life to a basic human need that investors can understand intuitively and even relate to.

Tinder leverages this emotional understanding to make a compelling case for its solution - a platform that eliminates the fear of rejection.

The deck also applied great data storytelling showcasing Tinder's impressive statistics, emphasizing its global reach and popularity among Gen Z.

They also nail the one-liner. Their slogan "It Starts With A Swipe™" encapsulates the simplicity and effectiveness of the app, positioning Tinder as the modern solution to traditional dating challenges.

Brothers Pub restaurant pitch deck

Brothers Pub's pitch deck presents a captivating local business story, emphasizing the need for a fresh, community-focused social pub venue.

The deck tells the story of the owners’ journey, from the initial concept to securing a prime location in Northampton, highlighting their dedication and vision for the future.

The deck outlines the challenges faced by traditional pubs, with 7000 closures in the last decade, and positions Brothers Pub as the innovative solution.

LKE proposal

Legends Kratom Co. (LKE) creates a narrative around the origins and benefits of kratom. By telling the exotic tale of the medicinal tropical evergreen tree and its transformation into a beneficial supplement, the deck creates a vivid backdrop.

They take the reader on their discovery journey to Indonesia to find a supplier for the coveted plant.

This adds authenticity and allure, while their commitment to education and community showcases a heartfelt mission.

Testimonials provide real-world validation, making LKE's story relatable and positioning them as a trusted leader in the supplement industry.

Genius Workshop Event pitch deck

Genius's pitch deck for their storytelling workshop is a masterclass in selling an experience. The deck introduces Gabrielle Dolan's expertise, setting a foundation of trust.

The workshop's structure is presented as a narrative journey, guiding attendees from novice to storyteller.

The deck mixes video, scrollytelling, and vivid language to give rich detail to the experience it promises to provide.

The 90-day follow-up program adds an element of continued growth, while alumni testimonials serve as real-world success stories.

By framing the workshop as a transformative experience, the deck engages and entices potential attendees, showcasing the power of storytelling in action.

Barbie recruitment pitch deck

Barbie's recruitment deck immerses candidates into Barbie's vibrant world. With playful greetings and whimsical descriptions, it sets a creative tone.

The deck focuses on Barbie’s story as a human being (doll in her case), her values, and her experience, instead of focusing on the recruiting company.

The deck lists attributes and responsibilities that align with Barbie's ethos, such as "spreading positivity" and "rocking a pink wardrobe."

Nokia brand guidelines

Nokia's brand guidelines deck uses visual storytelling to effectively communicate the essence of the brand. It lets the visuals tell the story since they speak louder than words.

The deck begins by anchoring the audience in Nokia's mission and values, creating a narrative foundation.

It then unfolds the brand's visual identity, from color schemes to typography, weaving a cohesive story of what Nokia represents.

By providing clear dos and don'ts, Nokia ensures that its brand story remains consistent and impactful across all touchpoints.

This storytelling approach not only educates but also engages, making it easier for stakeholders to internalize and adhere to the guidelines.

nSure one-pager

nSure's one-pager effectively uses visual data storytelling to convey the benefits of their AI fraud protection for digital gift card purchases.

Introducing the challenge of ambiguous transactions, nSure lets the numbers tell the story.

With impressive numbers like their AI solution’s 98% approval rate. They can afford to.

The deck's visuals, combined with endorsements from industry leaders like AXA, make a compelling narrative that instills confidence in nSure's expertise.

Healthy.io proposal

Healthy.io's proposal uses video storytelling with real practitioners who tell the story of their experiences using Healthy.io’s solution.

The video testimonial from a practice nurse adds a personal touch, showing the positive impact on patient care. This brings the user's experience to the front and adds credibility to the proposal’s claims.

The proposal uses a transformation narrative to showcase Healthy.io’s remote kidney screening solution.

They highlight the challenges of legacy ACR testing against their modern home-based test using a smartphone app.

Principles of visual storytelling in business presentations

Storytelling allows you to simplify complex or abstract information and address any objections or resistance. As a result, listeners can better retain and remember the message, which improves the decision-making process.

Here are the main principles that can transform your narrative:

Authenticity

Authentic visuals resonate more with audiences. In an era where people are bombarded with staged and polished images, authentic, candid photos that reflect the reality of your work can make your message stand out and be memorable.

Your visuals should evoke a sensory experience. The goal is to cut through the noise and trigger a stronger emotional response.

For example, you can make the experience more immersive by adding interactive clickable elements, embedding videos, or images that highlight details or visual textures.

Scrollytelling can also play a crucial role here, allowing the story to unfold through interaction, as the audience scrolls through the narrative, engaging them in a multi-sensory journey.

You can see the difference that interactivity makes below. Which presentation would you rather read?

The stories told by your images must be relevant to your audience. Personalized visual storytelling, supported by data to understand what motivates your audience, can turn your story into an experience that resonates deeply.

Every story has characters that fit certain archetypes, such as the caregiver, the explorer, and the creator. Identifying with these archetypes helps your audience connect with the story on a deeper level, making your organization's mission more relatable and memorable.

Make your own storytelling presentation

We've curated an extensive collection of templates to help you achieve effective storytelling for whatever business presentation you need to make.

The business storytelling presentation templates below have been rigorously tested across various devices and refined with insights gleaned from real-world feedback.

They were designed with interactive storytelling at their core. They’ll serve you as handy visual storytelling aids to make your presentations engaging, memorable, and highly converting.

Grab a template!

Why the human brain loves storytelling presentations

According to neuroscientist Uri Hasson , storytelling fosters deep social interactions through brain-to-brain connections.

He found that when we hear stories, our brains mirror each other, helping us understand what the storyteller is feeling.

Called neurocoupling or mirroring, this process occurs across many areas of the brain, including the ones that are responsible for processing and understanding narratives.

So the human brain loves stories. But why?

The short answer is that ‌neural activity in the brain increases when we hear a captivating story. Our brains are made up of neurons, which are nerve cells that send messages throughout the body.

These neurons release neurotransmitters (brain chemicals) that transmit signals from nerve cells to target cells.

The most common neurotransmitters in the brain include:

When we hear a story, the neurons in our brain light up with activity. And according to neuroscientists, "neurons that fire together wire together."

This means that as we hear stories, the neurons in our brains are wiring together. As a result, we're more likely to remember the information we receive from a story.

Storytelling also triggers the release of dopamine ("the brain's form of candy") and oxytocin ("the love drug"). In other words, stories make us feel good.

Here's an infographic showing how storytelling affects the brain:

This can influence buying behavior because it helps to create an emotional connection with potential customers or buyers.

Telling a story, instead of making a sales pitch , is less intimidating to an audience.

The company or product you're describing is easier to understand, seems less complex, and provides relevant information in a format that's easy to digest and remember.

As a result, the buyer can relate to the product or service and will eventually want to purchase it.

Joanne Camarce grows and strategizes B2B marketing and PR efforts @ codeless.io . She loves slaying outreach campaigns and connecting with brands like G2, Wordstream, Process Street, and others. When she's not wearing her marketing hat, you'll find Joanne admiring Japanese music and art or just being a dog mom.

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How to Use Storytelling in Presentations

Where ordinary presenters inform, great ones engage in storytelling.    

Their main objective is to get a message through to their audience. But while some do so by relaying facts, effective ones take their audience on a journey using great storytelling techniques.  This all boils down to having different mindsets and approaches. In this post, we’ll dive into the importance of narratives and provide you with a storytelling template.

The importance of storytelling in presentations

What must a storytelling presentation include, storytelling structure template example, visual content.

Speakers should aim to connect with their audiences. Aside from motivating and inspiring, they should also get them excited and help them identify with their message. To do that, their presentations need to be embedded with well-crafted messages that stick with viewers during and after the fact.  That’s where a narrative comes into play. It does much more than inform⁠—it portrays concepts or data with the use of a story.  It takes the speaker’s core message, repackages it, and delivers it in a way that engages with the audience and helps them digest the information, retain it, remember it days, weeks, or even months after, and above all, be able to retell it to others.

When it comes to effective narratives, slides and speech play equally important roles.   That means that your slides should not play second fiddle. They must be structured and designed in a way that complements your speech.   In this section, we’ll go into the essential storytelling elements with an example to illustrate our point.  

Like all good tales, telling a story means having a structure that includes a beginning, middle, and end. Here’s what each of them should encompass. 

Right off the bat, present a complication. This piques your audience’s interests and engages them because it keeps them hooked as they wait to hear possible solutions.   In this example of a pitch deck for a dating app , the first thing we've done is introduce a problem: the human quest for love (because no one wants to be alone!). 

The human brain is tailored to solve problems. By establishing a challenge, you propel your audience to work their minds and stick with you.  Above all, it sets the stage for the next section: the solution. 

(We’ll go into details about visual aspects a little later. But have you noticed the contrast in mood as represented by the different illustrations on the “problem” and “solution” slides?)  Presenting the problem and solution ties in with one of the best storytelling methods: Tease the promised land.   Dubbed by Andy Raskin, a specialist in strategic narratives, this method calls for speakers to provide a contrast between the current situation (and its problem) and the happy ending.   The solution is what you need to bridge this gap. To do that, you need a strategy, which brings us to the next section. 

As expert Hollywood screenwriter Robert McKee puts it, “What attracts human attention is change.”  The middle part of a story is the perfect place to present opportunities. It’s where you’d go into detail about the solution being offered.  In our example, this is done in the form of a “them vs us” analysis that compares your competitors with yourself. 

Comparisons are great for storytelling because they highlight differences and portray both sides of the change.  This, in turn, helps your audience to understand market opportunities, which acts as the perfect segway to showcase your product. 

All narratives end with a reflection, and your presentation should be no exception.   This can come in the form of a quote, which can serve as social proof, to inspire, or as support for your idea. Our template for a quote includes an illustration of a proposal, which is in line with the narration and represents a happy ending. 

The conclusion is also where your main takeaway should lie. In our example, we’ve done that with this slide on investment. That is, after all, the main purpose of this pitch deck template. Plus, the use of a heart is also a visual metaphor of investing in love.    

You could also flip the order around and end with the quote, especially if it’s an inspiring and powerful one. 

The visual aspect of storytelling is extremely important. This is where we take a page out of children’s books.  They are much easier to follow than adults’ books because of their visual nature—minimal text and massive illustrations. So keep your slides as simple and as text-free as possible. Nothing kills like text overload.  

Effective slides require a good balance of images, graphics, illustrations, etc. When selecting visual aids, use those that support your narrative. Since our template is about a dating app, we’ve chosen the color pink and red as base colors and have dotted the presentation with hearts and flowers. 

When representing data and concepts, these are generally better explained with a visual aid than text. Take for example the next image on “predicted growth”. 

Having text represent numbers is torture on your audience’s vision. Using graphics such as bars and charts, on the other hand, tells the entire story in a much cleaner and digestible manner.  Explaining all this in words would be way too chunky. 

“We expect growth to reach 10 percent in the first year, and increase to 20 percent in the following two years…” 

Urgh.   Varying the type of visual aid to cater to the type of concept or data you’re presenting also aids with comprehension.  In this next slide, we’ve used a timeline to depict a schedule.   

Although we’ve used a pitch deck template for a dating app as our example, its structure can be easily adapted to everything from case reports and lesson plans to thesis proposals, and more.  Creating a presentation with a storytelling element takes time and effort and everything has to go according to plan. That said, it’s important to have the resources you need to tell your story. If you’re feeling inspired, why not start customizing one of our templates to speed things up?   Browse through our range of free presentation templates that are fully customizable on Google Slides and PowerPoint. 

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The 5 Steps of Storytelling – How to Tell a Great Story in a Presentation

Want to Know How to Tell a Great Story in a Presentation? The Steps of Storytelling Are Not as Important as the Story Itself.

Storytelling in our personal lives is very normal. When we get together with friends or family, we build rapport by sharing good stories about ourselves. I went to my High School reunion a few years ago. I was visiting with friends that I haven’t seen for a long time. One of the funniest things, though, was that I expected that it would be a bunch of old people reminiscing about stories from our teenage years. However, the opposite occurred. It was really interesting to hear about what my friends had done since High School. We spent hours catching up. And the way that we caught up was by telling great stories to each other about our experiences. Many of my friends had accomplished some pretty impressive things. However, none of them sounded like they were bragging.

The biggest public speaking secret that I know is that you can do the exact same thing in your speeches. When you share stories of your successes, your audience lives vicariously through your stories. I remember growing up hearing the phrase, “Experience is the best teacher.” After being a business owner for 20 plus years now, I realize how dumb that statement is. Experience is NOT the best teacher. Someone else’s experience is the best teacher. When I hear a story about how someone else accomplished a goal that I want to accomplish, I can learn from it. I don’t have to experience all the turmoil that he or she went through.

So, follow the steps of storytelling below. However, just realize that the steps, in and of themselves, are not as important as the actual stories. Pick a good story to tell, the steps don’t matter.

The 5 Steps of Storytelling During a Presentation. Follow these Tips to Become a Better Storyteller.

Below are the Five Steps of Storytelling that we have identified in our presentation skills class . These best practices will help you organize your stories better. Remember that audience members have a short attention span. Good storytelling, though, can help you capture and hold the attention of your audience. In fact, inserting better stories is a simple way to improve your presentations dramatically.

The tips below can help you improve your story structure,. However, the best way to deliver a story in your presentation is to just play the video in your head. Then just tell the audience what you are seeing. Great storytelling is really just sharing your own experience with your audience. So if following these steps is a little out of your comfort zone, start by just inserting a single personal story from your own experience into your next presentation. Then try each of these tips, one at a time, in future presentations.

• Focus on a Single Incident.
• Great Storytellers Get the Audience Involved with a “Hook.”
• Narrate the Story Using the When, Where, Who, and What.
• Use Lots of Details. Paint the Picture of Your Story During Your Presentation.
• The Last of the Steps of Storytelling is to End Your Presentation Story with a Call to Action.

1. Focus on a Single Incident.

In the early days of my presentation classes, I stopped using the word “Story” and started using “Incident.” The reason was that a novel is a story. However, a novel may contain hundreds or even thousands of incidents. I was listening to a talk radio show recently, and an ad for Legacy Box played. This is an organization that digitizes old photos, films, and videos. The narrator said something interesting, though. He said, “We don’t remember days, we remember moments.” That is so true.

8 Hours of Boring Story

1 Year Story in 2 Minutes

The second is the actor Will Smith telling about learning a lesson as a child. He tells of his father knocking down a brick wall of his story and telling Will and his brother to rebuild it. The story was an entire year of Smith’s life. However, he tells the entire year in two minutes. He does this by focusing on specific incidents. He tells about the day his father knocked down the wall. Then, he tells about the day he and his brother laid the last brick. This technique is the key to the art of storytelling.

It makes for a fantastic story.

2. Great Storytellers Get the Audience Involved with a “Hook.”

Sometimes, a compelling story doesn’t necessarily follow the correct chronological order.

I remember watching the Quentin Tarantino film, Pulp Fiction years ago. In the opening scene, a couple is discussing places to rob. Eventually, they decide to rob the diner they are eating in. As soon as they pull out their weapons, the scene cuts. The two are not seen again until the very end of the movie. I admit, when I watched Pulp Fiction the first time, I was confused. However, when Samuel L. Jackson and John Travolta end up being in that diner, it made me laugh. The Hangover had a similar “start with the end” technique…

Great movies, TV shows, and News Programs use this technique a lot. They give you a taste of what is coming at the beginning. You can do the same as one of your steps of storytelling. Foreshadow something that is coming. One of the best examples is The Hangover. The bachelor party group wakes up and realizes there is a tiger in the bathroom. None of them can remember how that it got there. The story unfolds to tell us the answer later. It is obvious that the person who wrote this script has exceptional storytelling skills.

You can do the same thing in your stories. Knowing how to tell a great story starts with a little showmanship. Telling the end of the story first can often be a good hook. To do this, think about the most action-packed part of the story. Then start with that part. Fill in the prequel later.

3. Narrate the Story Using the When, Where, Who, and What.

• When I was six-years-old, my dad caught me sneaking out of his bedroom with a dollar that I stole from his wallet.
• Back in 2005, I finished a team building activity where the audience gave me a standing ovation. One of the participants said, “That was worth a million dollars.” She was wrong. It has actually been worth over 20 million dollars.
• Last week, I made an uncomfortable phone call. I had to fire my new web guy.

In each of these, my goal was to both give you the when, who, and where. I also wanted to use the hook to try to get you to want to know what actually happened to get to that point. Now, when I fill in the “What Happened,” it should make for a more interesting story.

4. Use Lots of Details. Paint the Picture of Your Story During Your Presentation.

Bad Example: Abstract Concepts Are One of the Biggest Mistakes that a Lot of People Make in Storytelling.

Our team worked on a similar project last year. We all worked together and came up with a great solution. So, teamwork is important.

This just leaves the audience with more questions. Who was on your team? What was the problem? How did they come up with a solution? How did the solution work? How is it similar to what we are going through now? If this story was a painting, it would be some type of nebulous modern art. What we really want is something more tangible.

Better Example: Important Information Creates an Engaging Story and Creates an Emotional Connection with the Audience.

Last year, Abbie had a client who hired me to deliver a breakout session at their national convention in Tampa. The topic was how to design a persuasive speech. However, since the convention was going to have over 30 different speakers. Many of these presenters were experts in the industry, but not professional speakers. In past conventions, the sessions were somewhat dry and boring. So, the client asked Abbie and me to design a way to train 30 speakers in over a dozen different cities. To come up with a solution, we brought in our video producer, Evan. We also reached out to one of our facilitators, Fiona, who has a background in producing films. We tossed around a number of ideas including webinars, having speakers come to the convention space early, and even going to the different cities for more personal coaching. The solution that we came up with, though, was to start with a webinar for the whole group. We delivered the webinar live three different times. We had each presenter work with one of our instructors one-on-one via Skype for about an hour. And, we also arrived at the convention hall a day early to work with any of the speakers who needed additional help. It worked perfectly.

5. The Last of the Steps of Storytelling is to End Your Presentation Story with a Call to Action.

You don’t want your audience to have a similar question. So go ahead and tell them what the point was. By the way we do this naturally. We will often finish a story by saying, “my point is…” or “the reason that I’m telling you this is…” I remember reading Aesop’s fables when I was a kid. They always ended with “the moral of the story is…” So, don’t leave your audience hanging. Leave them with a moral of the story.

The Real Secret of How to Tell a Great Story is to Practice Different Versions.

This final tip isn’t really one of the steps of storytelling, but it is an important part of how to tell a story. It is a good idea to practice different versions of your story. I got this from my friend Ton Antion when I interviewed him about building a personal brand . He suggested having a 30-second version, a one-minute version, and a two-minute version of every story.

By the way, I’m not saying to have three different kinds of stories. I’m suggesting that you get good at telling your stories in different ways so the timing of your story is the right length whether you have three minutes to speak, 30 minutes to speak, or three hours to speak. The best storytellers are able to condense the whole story down in time if they absolutely have to do so.

Although I had been teaching students how to tell a great story for years, I never really taught this. I’d just say something like, “If time is short, just condense your story down.” After Tom mentioned this tip, though, I began to pay attention to the look on my student’s faces when I said this. I’d sometimes see a little confusion. So, we actually started practicing this in class. It has been a big help. In fact, we sometimes find that a well-worded 30-second story can be more impactful than a longer one. Try it yourself and see!

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How to Tell a Story in a Presentation, with Examples

July 26, 2018 - Dom Barnard

Keeping your audience engaged whilst trying to clearly deliver your key messages can be difficult. A helpful way of doing this is by telling stories where you take your audience on a journey and appeal to their emotions. In this article we discuss storytelling techniques you can incorporate into presentations.

The benefits of storytelling

Storytelling is used in every culture, passed down through generations, to help with understanding because  humans like narrative structures . It’s now becoming more popular for business presentations – this is the case for Cisco Systems who switched from fact-heavy presentations to presentations incorporating stories and consequently became more successful in promoting their products.

Research suggests that humans are hardwired to listen to stories, for example, after conducting a fMRI study, neuroscientist Uri Hasson concluded that storytelling causes the neurons of an audience to sync with the storyteller’s brain. This suggests that your brain in responding like the storyteller’s so you are experiencing the same emotions.

Storytelling has multiple benefits:

• Grabs attention
• Evokes emotion, especially empathy
• Uses the audience’s imagination
• Relatable e.g. humanises a person, company etc
• Maintains attention because stories are so engaging
• Builds anticipation by having heroes, challenges, adventures and journeys
• Changes beliefs
• Very persuasive

Different ways of storytelling

Monomyth (the hero’s the journey).

In a monomyth, a hero goes on a difficult journey or takes on a challenge – they move from the familiar into the unknown. After facing obstacles and ultimately succeeding the hero returns home, transformed and with newfound wisdom.

Using a monomyth is a useful way of showing the audience how you obtained the knowledge/wisdom that you will be sharing in your presentation. When you deliver your presentation you can hold the audience as the hero – they can come on the journey, you encourage them to walk through it and get passed the obstacles. Your ideas delivered in the presentation can guide them to the rewards/wisdom they seek.

An example of a monomyth: professional snowboarder  Amy Purdy delivered a speech  where she talks about losing her legs to meningitis, re-learning snowboarding and finally receiving a medal in the Paralympics.

• Engages the audience by accessing their imagination and taking them a journey
• Universal appeal – has a recognisable and simple structure
• Demonstrates the benefits of taking risks
• Quickly evokes empathy
• Shows how you learned a lesson and how you got your wisdom
• Your audience sees the value of your product, service etc

Rags to riches

This essentially is a story where the main character has various hardships in their life, usually hits rock bottom but then achieves great success.

• Relatable as we have all faced difficult times
• Provides hope

In medias res (into the middle of things)

In this type of story you launch right into the action – providing a snippet/teaser of what’s happening and then you start explaining the events that led to that event. You’ll be familiar with TV shows frequently using this technique.

This is engaging because you’re starting your story at the most exciting part which will make the audience curious – they’ll want to know how you got there.

Don’t give away too much of the action when you start the story; you’ll want to explain it in more detail when you reach it chronologically. Consider hinting at something unexpected or strange occurring – just provide the audience with enough information to get them interested.

• Attention grabbing
• Creates suspense
• Focuses attention on the fundamental moment of the story

False start

When delivering a false start, you begin by telling a supposedly predictable story and then unexpectedly reveal something before starting the story again with an altered perspective. This can be used to surprise the audience and it will get them engaged as it disrupted their predictions.

It’s useful for talking about times where you experienced a failure and then you consequently had to start again and what you learnt from this, including whether you had a special way of solving the problem.

• Changes the audience’s perspective
• Relates to the audience by sharing a failure
• Displays problem-solving

The mountain

This is similar to the monomyth – the mountain initially starts by setting the scene, it goes on to include a series of small challenges and a build-up of action, finally ending with a climatic finish. Typically something else will be introduced to the story to overcome the final challenge.

• Highlights how you overcame a series of challenges
• Builds suspense gradually – used in a lot of films
• Provides a satisfying conclusion

Practice Impromptu Storytelling

Practice telling a story with plot twists along the way. Learn More

Sparklines are when you contrast this world to an ideal world. You highlight the problems this world has and suggest what it could be like. It’s very persuasive because it gets the audience to want to make changes. A well-known example is Martin Luther’s “ I have a dream ” speech.

• Emotional appeal
• Evokes hope
• Often leads to action

Your whole presentation could follow the structure of a sparklines story:

1. Presentation beginning  – describe current life as this helps create a connection between yourself and the audience because they will agree with what you’re saying. Go on to introduce what the future can be, for example:

• What is: Our competitors have eaten up 30% of our revenue this year
• What could be: But what if we could fight back with a completely new product line in the same market? We’ve got the in-house expertise and resources to do just this.

2. Presentation middle  – now you have shown what the issues is continue to reflect on the contrast between the present and what the future could be like, for example:

• What is: We missed our revenue target by 30%.
• What could be: We’ve got to perform better next year otherwise we’ll have to start letting people go.
• What is: We’ve conducted early product trials with some of our customers.
• What could be: Over 90% said they would purchase the product when developed.

As you keep switching from what is and what could be the audience will find the possible future more appealing.

3. Presentation ending  – You want a call to action that is motivating, you want to show the audience the benefits of taking on your ideas. For example:

• Call to action: It will take additional work from several of our departments to get the new product line built in time for the launch date and to make up the revenue number for next year.
• The result of adopting your ideas: I know everyone’s working incredibly long hours, we really appreciate it. This is our opportunity to work together and give the company a massive boost. We’ll fight back against the competitors and you’ll all earn bonuses after a successful launch.

This makes it clear to the audience that everyone will benefit from your plan.

Nested loops

In nested loops, three of more stories are layered within each other. An example would be a character in your first story tells another story and a character in that story tells another story etc. The core of your message is in the centre and the stories around it explain this message or elaborate on it.

Each nested story should end in the order it was introduced, for example, the story you begin with is the last story you finish with, the second story you start is the second to last story you finish etc.

• Shows how your wisdom was obtained through a series of interactions/showing how wisdom was passed to you
• Explains how you came to a conclusion

Converging ideas

Converging ideas shows the audience how different people’s thinking came together to produce one idea. This is a good way of showing how a movement started or how an idea was created from various people working towards the same thing.

Converging ideas are similar to nested loops but with converging ideas you can show how stories with equal importance came to one significant conclusion.

• Demonstrates collaborations between people
• Can show how relationships formed
• Demonstrates how a development occurred

Petal structure

The petal structure consists of telling multiple stories from multiple speakers that relate to the main message. This is useful if you have unconnected stories that relate back to the central concept. You can overlap the stories as one story, after it has been completed, introduces the next story.

• In showing the audience how these stories are related they understand the significance of your message
• Provides the voice of multiple speakers
• Provides lots of evidence or emotional appeal around a central idea
• Shows how multiple situations lead back to one concept
• Allows a group of speakers to discuss a main message

Example of captive storytelling

Donald Blake from the Scottish Storytelling Centre tells a tale about being hungry for stories. Great example of how to tell a story during a presentation.

Watch the full video here:  ICH for Everyone: The importance of storytelling

Storytelling tips

Storytelling is used by the  top public speakers , here are their tips:

Understand your audience

You first need to find out who you’re presenting to:

• Know their pain points, values and opinions
• Topics of interest
• Try to find similarities, including any shared experiences, you have with the audience because they can relate and empathise with you. Consequently they will care about what you say.

Frame your story

Think about taking the audience on a journey and work out where to start and finish.

To find a place to start ask:

• What do audience already know about the topic?
• How much do the audience care about the topic?

If a speech is received poorly it’s usually because it was not framed well – the speaker misunderstood the level of audience interest or they didn’t tell a story.

Know your message

Ensure that you understand what you’re trying to tell the audience and how your story is linked to your call for action.

• Think about how you want the audience to feel about your message.
• For example, you might need to share facts and figures but try to deliver this is an engaging way so they will be remembered.

Ensure that you choose a story relevant to the idea you want to support or the point you want to make. The story must be  tailored to your audience  so it relates to them and meets their needs.

Be authentic

• Tell real-life stories to garner trust.
• If your story is not genuine this will work against you and the audience will judge you as dishonest.

Use a conversational tone

When telling your story speak in a conversational tone as this will sound more natural and friendly. To help with this pretend that you’re telling the story to friends or family and avoid technical terminology.

Remember that the audience is the hero

• The audience often needs to view themselves as the hero.
• Let people see and feel what the journey of achieving the goal will be like.

Visual aids increase engagement  and memory retention. Use relevant images, videos, props etc as supplements to your story.

Evoke emotions

By evoking certain emotions in the audience, they will feel more connected to the story which will help with their engagement and persuading them. Emotions also increase memory retention.

Sell your story not your product

Focus your story on the outcome that the audience is looking for and not on your product.

There needs to be conflict, contrast or action in the story; in traditional tales there would be a villain. In a  business presentation  there might be a problem that the characters must overcome. This ensures audience engagement because they want to know what happens next. To increase suspense:

• Tell a story chronologically so you can build to a climactic conclusion
• Consider telling a predictable story and then shock the audience by going a different direction to what was predicted (false start).
• Consider using in media res.

Stories need a beginning, middle and end to create drama and anticipation. Sometimes you don’t have to complete the story as this can be a useful way of making a point in the presentation.

Tell personal stories because the audience will enjoy seeing your human side. Consider telling a story about a mistake you made, for example, perhaps you froze up during an important presentation when you were 25, or maybe life wasn’t going well for you in the past – if relevant to your presentation’s aim.

People will empathise and relate to you as we have all experienced hardship. The more the audience relates to you, the more likely they will remain engaged. These stories can also be told in a humorous way if it makes you feel more comfortable.

Ensure that you plan the stories thoroughly beforehand and make sure they are not too long.

How you tell your story

The way you tell a story is important, if you do it effectively the audience won’t forget it. Consider:

• Using every word and image to help create a clear picture in their mind
• Using visuals to supplement the story
• Providing sensory details – using all five senses
• Using precise verbs and nouns and vivid adjectives.
• Providing short but effective descriptions

Imaginable characters

Create characters that the audience can imagine easily. Characters are significant because it’s their struggles that make the audience react. You must provide enough detail on the main character and identify their unique characteristic, such, as, perseverance.

A common technique for presenting characters in business presentations is to start with “This is…” followed by the character’s name and their job role and their important characteristics/backstory. For example, “This is Sally, a hard-working but over-worked marketing manager etc.”

Shock the audience

Build up to a dramatic event that they won’t forget – this can be a provoking image, shocking statistics etc. For example, in a  2009 speech  Bill Gates, after providing statistics on the issues of malaria, opened a jar of mosquitoes in the presentation room and said “There’s no reason only poor people should have the experience.”

Satisfying resolution

End with a resolution – this can be a piece of advice or wisdom that will help the audience.

Telling stories is a compelling way of presenting because humans relate to them. Stories engage the audience, evoke empathy, increase trust and motivate action. By working on your storytelling skills you will be more effective at persuading the audience the value of your ideas. Make sure you spend the time refining these skills so you can set your company apart from the rest.

Storytelling in presentations: Creating compelling content

• Written by: Hannah Harper
• Categories: Sales messaging , Visual communication
• Comments: 1

The Great Gatsby , To Kill a Mockingbird , Star Wars – epic stories that we go back to time and time again. Whether they’re in books, on TV, in films, or even on a podcast, we devour them and are still hungry for more. Compare that to the last presentation you saw. Did it have the classic logo slide? Or how about the one that shows you where all the offices are? Were there walls of text that you needed a telescope to read? Being such story-driven creatures, it’s hard to understand why we don’t imbibe storytelling in all aspects of our lives – work included – presentations included. It’s a mystery. But over the course of this article I hope to get to the bottom of it. We’ll delve into what makes stories so impactful for humans, and then look at how you can include storytelling in presentations to make them engaging, persuasive stories that leave your audiences clamouring to sign on the dotted line.

How to use this article

Much like a great story, we’ve got a great beginning, a compelling middle, and a killer ending, but we realise you might want to skip to the last page to find out who did it. Use the links below to navigate to your favourite section, or start at the very beginning – we’ve heard it’s a very good place to start.

The science of storytelling

Using storytelling to boost engagement and inclusion, storytelling: the persuasive tool, how storytelling makes things more memorable, how to include storytelling in presentations, impactful presentation openings, making your data memorable, telling a story with graphs and charts, crafting a compelling call-to-action.

Humans have been telling stories for a long time, but did you know stories engage us, they persuade us, and they make things more memorable? You probably did – I mean whether it’s Jane Eyre or Air Force One stories have power. But let’s pop the hood and figure out how this works in practice, and then see how we can apply it to our presentations.

Storytelling is a great way to stimulate engagement in your audiences and the reason for that comes down to a chemical in the brain called oxytocin. According to Paul Zak , whose lab is responsible for the discovery and much of the research to do with oxytocin, we produce the chemical when ‘we are trusted or shown a kindness’. It helps us to cooperate with others by heightening the empathy we feel.

Zak and his team did a few interesting experiments with oxytocin. In one they found that character-driven stories cause oxytocin to be produced, which in turn increased the subject’s willingness to help others. In another , they found that character-driven footage (that crucially had no narrative) did not generate the same chemical or emotional response in subjects.

Zak’s conclusion is that in order to generate this empathetic response in us, a story must grab our attention by developing tension. It’s that tension that audiences tap into and that leads them to empathise with the characters. And what do we know about stories that begin with tension? Well they’re like every great and engaging story out there – all that employ ‘the dramatic arc’ : the introduction is followed by a rise in tension, there’s a climax, and it all falls away to an ending.

It’s easier than you might think to apply the dramatic arc to your presentations. Instead of starting your presentation with a list of where your offices are, start by painting a picture of the challenges your audience faces. Immediately you introduce the tension that opens the door for your audience to get emotionally involved in your story. More on exactly how to do that later.

‘These aren’t the droids you’re looking for’, instead can I interest you in this great solution we’re offering at a fraction of the price? Wouldn’t it be great if Jedi mind tricks worked in the real world!? Sadly, the force is not with me. But there is a different tool I can use to persuade prospects instead: that’s right, a good story.

Storytelling has huge persuasive powers, as demonstrated by a couple of really interesting studies. Penn State College of Medicine found that medical students were much more sympathetic and open to helping dementia patients after taking part in an exercise whereby the patient told stories based on images they had been given. The University of Massachusetts Medical School monitored two sets of patients at risk of high blood pressure . One set was treated as per the normal method, the other set watched three videos that presented the stories of real patients dealing with high blood pressure. At the end of the study, it was the second group that demonstrated better blood pressure results.

Both of these examples show that our response to certain situations can be affected by storytelling. Stories persuade us out of indifference, they involve more of our brain and make us connect on a deeper level. According to the team over at Pressboard when we read something dry and fact-based the only part of our brain engaged is our language processing centres. But stories activate so many more parts in our brain – the sensory cortex, the motor cortex, the hippocampus – it’s all fair game when you’re telling a story.

We all want to be remembered, don’t we – whether that’s from an Oscar-winning performance many years from now, or just from a highly competitive pitch when the shortlist is being drawn up. But how do we make our content memorable? Well, it could be argued that you can be very memorable with an audacious pitch – just read about this situation our director Joby encountered – so maybe a better question is how can you make your content both memorable and relevant?

We’ve all done the trick where we have to remember a list of items, first by just trying to remember them in order, then by turning them into characters on a journey – think Sherlock and his memory palace. Stories help us remember things much better.

Nick Morgan, the author of Power Cues argues that all the information we class as important in the business world – things like facts and figures – this stuff just doesn’t stick in our minds at all. It’s actually stories that create ‘sticky’ memories ‘by attaching emotions to things that happen.’

So by telling stories in your presentations you better equip your audience to leave remembering what happened and, as we read earlier, more persuaded to buy your solution.

The trouble is that though the science may be true, few of us are blessed with the storytelling ability of J.R.R. Tolkien or Phoebe Waller-Bridge. So just how do we go about including more storytelling in presentations? Here are three practical examples where we can use the science we’ve just learned to make sure our presentations are more engaging and impactful, thanks to a healthy dose of narrative.

As we saw earlier, the attention span is a cruel mistress. It can so quickly jump from the presentation you’re watching to what you had for lunch, or to coming up with a pithy comeback from an argument you had seven years ago. This is why any presentation that starts by telling your audience who you’ve worked with, where your offices are, how many employees you have, and how your team is structured, just isn’t going to scratch their itch.

The team at Pressboard dug into this a little. They studied over 300 brand articles and measured them all against certain engagement criteria. They found that if the brand was brought up too early – before there was any semblance of a story in the article – the reader was far less engaged. Readers responded best when the brand was brought in as a character in the story a little later on.

So if you jump in too soon with all of that ‘who we are’ information, evidence suggests you’re going to turn off your audiences before you’ve even really got started. Instead, if we’re to follow Pressboard’s example we should begin with a story, and then introduce our brand or product as a character in that story after we’ve built up a little tension.

And how do we build up tension? Well there’s another character you can add into your story. Your audience. Stories generate empathy within us – we’re used to putting ourselves in the place of the main character – so you should craft your story so your audience can see themselves sleep-walking into huge losses, or stumbling into an unskilled workforce, or not noticing that change is on the horizon.

I think you’ll agree outlining the imminent doom your prospect is millimetres away from avoiding is more attention-grabbing that showing them an inspirational quote from your CEO.

It feels familiar doesn’t it – unsuspecting person inches from disaster, suddenly saved by chiselled superhero. And that’s exactly how we teach people to craft their presentation introductions. And just to get really meta, we’ve written a story about how it all works. Watch it unfold in the video below!

Telling stories throughout your presentation

Okay, so we’re off to a flying start with your story-rich presentation. What about the main body of content? You can still weave stories throughout these slides. Think of them like episodes in a series. The presentation (or series) might be about saving you from relying on paper records and switching to a digitised solution, and one slide (or episode) could be about the dangers of data protection and maintaining records safely and efficiently.

Just like you set up the challenges and hero over a few slides in your introduction, you can set up the shorter story in the same way, just using clicks and animation to talk about the ‘before’ and ‘after’.

Here’s a video of how the slide story from earlier might play out over a slide.

But often a roadblock for people is data – statistics, bar charts, line graphs, percentages – so many numbers that feel like they’re a key character in your story (often a character the higher-ups want you to include regardless). So how do you tell a story with data? First, there are some things you should know:

Purpose: The first question you should always ask yourself when including data in a presentation is ‘what is the point of it?’ Broadly it might fit into one of these categories: persuasion, dissuasion, reassurance, shock. And then you can take it a level deeper and add your story: we’ve got a number that will dissuade the audience from relying on paper records, let’s use it at the beginning of the slide where we talk about data breaches. This should stop you using numbers just for the sake of it. First build your story, then add your evidence.

But ‘with great power comes great responsibility’. Never was a truer phrase spoken about using data to persuade people. Think about this stat:

According to the World Health Organization there are 1.1 billion smokers worldwide.

Hmm… 1.1 billion is a big number. That must be bad, right? But hang on, there are nearly eight billion people in the world, so maybe it’s not so big after all.

Here’s some human nature: if you put 1.1 billion on a slide and make it really big – well that means it’s bad. If you put 1.1 billion on a slide quite small next to a far bigger number – say 8 billion – well that means it’s actually quite good.

Then with a liberal smattering of words like ‘only’, ‘almost’, ‘nearly’, ‘over’ – you’ve totally convinced your audience.

Well, not quite. It all seems a bit manipulative, and audiences don’t like feeling manipulated. To avoid this, you guessed it, you’ve got to start with your story and then use your stats as evidence that support the point you’re trying to make.

Let’s pull back our slide from earlier. We’re talking about how a digital solution helps you maintain records safely and efficiently. A good supporting stat might be the number of companies nationwide that have declared data breaches due to records being kept on paper. Let’s say the number is 64%. That’s nearly two thirds – let’s not just rely on a big number, let’s make this a visual part of our story too.

See how the stat supports the story – it’s much more compelling than just putting a big number on a slide – and it engages more parts of the brain.

But sometimes you just need to have a graph on your slide. A number cleverly woven into your story won’t do. What do you do in this scenario? First, you still make sure it’s there for a good purpose, and that it’s in the right place in the presentation according to the story arc.

Second, you tell a mini-story with your graph. Think of it like a short film: establishing shot, introduce the characters, increase tension, happy resolution. Easy. Grab a graph, and open up the animation ribbon – you’re gonna need it.

Establishing shot: Or context setting. For a film it’s things like location, time of day, season, for a graph it’s your axes and labels.

Introduce the characters: In your graph these are the data points. Animate in your bars. But wait.

Increase tension: If you animated both bars in at once your audience switches their processing power to the graph and ignore you as the presenter. You’ve given them a problem to solve – what does the data mean – and they’re busy trying to reach the correct conclusion. So increase tension. Bring in one data set first and call out a couple of points (the ones you want to direct audience attention towards for the big reveal later on). Pause.

Happy resolution: Bring in the second data set. The points you called out should have the most drastic difference.

If the story isn’t clear, go back to the purpose – try to summarise what the data is telling you in one sentence. Set the scene, create the tension, and then bring in your punchline. If there isn’t a clear punchline, then there probably isn’t a clear purpose for the graph in the first place. Be brutal, don’t bother your audience with it.

But what about your happy ever after? All good stories need great endings and presentations are no different. There are two parts to this: structure and call-to-action.

Novelists don’t often just start writing without a plan: J.K. Rowling came up with the main story arc for all seven Harry Potter books before she put pen to paper with the Philosopher’s Stone . In the same way we need to think about the structure of a presentation before we begin writing speaker notes and creating slides.

Presentations need to be structured around a value proposition – for help with that, head to our guide here – but why has that got anything to do with the structure? Having a tight structure means that your presentation will never fizzle out, and it gives you a great way to summarise your main points and get them locked down in the minds of your audience. There’s no flabby appendix full of the content that isn’t important enough to go earlier. It’s to-the-point, memorable, and leaves your audience eager for more.

Call-to-action

When a good story ends, it leaves a small hole in your heart. You were drawn into different worlds full of heroes and villains and good and evil. You’re left wanting more, but there is no hand reaching out to you from the dust cover to pull you inside. This is where books and presentations differ. In a presentation you finish by extending a hand and inviting your audience to take part in the next chapter of the story. If you tell a compelling-enough story, then why wouldn’t your prospect want to jump in?

A Journey to the Western Isles of Scotland is the most boring book I have ever read. Never have I had greater disinterest to visit a place than after reading that book. The ironic thing is that I have visited the Western Isles of Scotland, and I’d go back in a heartbeat, but the book – the story – did nothing to excite my wanderlust. My point being that even if the product is great, the way you sell it – the story – can make or break your sale. No-one will take you up on your call-to-action if your story is rubbish.

And finally, a note on the call-to-action itself. Keep it short. Keep it simple. Keep it snappy. Think of it as a sample chapter of the author’s upcoming novel – enough to whet your audiences’ appetite, but not so much that they forget the great story they’ve just finished reading.

Further reading

If you’re still hungry for insights on storytelling in presentations, check out some of the links below:

• If you’re a fan of books and want to read about the inspiration you can get from flicking through a picture book, have a read of this article .
• If you have your story and you need help turning it into a compelling visual presentation, then check out this how-to guide .
• The Pressboard team did a half-hour webinar on ‘the science of storytelling’ , if you’re looking for something to dig into on your lunchbreak.
• If you want more information on telling stories with data visualisation, we have the perfect how-to for you – check it out here .
• If you’re looking for some extra help getting storytelling in presentations, take a look at our persuasive storytelling training on our Services page.

Hannah Harper

Principal consultant, related articles, how to level-up your presentation visuals.

• Visual communication
• Comments: 2

Relationships are everywhere and if you can crack how to show relationships effectively on your slides then you’ll have your audience swiping right instead of left.

How to improve your data visualization

In our information-rich world, we like to gorge ourselves on data. There are stats and facts for just about any topic you can imagine, just a Google search away. But are data on their own informative enough? When you’re presented with a wall of numbers, are you able to easily decipher the context, background and ramifications of all that information? Probably not – which is why data visualization is becoming increasingly important.

How to write scripts for webinars, videos and eLearning

• Sales messaging / Effective eLearning
• Comments: 3

Webinars, videos and eLearning are excellent ways to push your content out to a wider audience. It’s really important, therefore, that the content we send out is engaging, and your script is going to do a lot of the heavy lifting. Here are five best practices to create compelling scripts.

Thanks for explaining how storytelling can leave an audience to better remember a presentation and to be persuaded. My wife and I want to do something fun and are looking for ideas on how we can improve our business. We should go to a storytelling presentation sometime, and if we like it we should consider how to incorporate storytelling in our business meetings.

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I absolutely love this, thank you so much. I have shared your fabulous resources with many folks. Thanks for all the brilliant work you do! Michaela Butterworth State of Kansas

7 Techniques to Master the Art of Storytelling in Business Presentations

What is storytelling.

Storytelling isn’t just about facts; it’s about connecting, persuading, and informing through narratives. From ancient times to modern mediums like books and movies, the power of storytelling has bonded humans. 

Research confirms the importance of storytelling in presenting ideas and gaining support. Whether in school or work, we use storytelling to engage and derive better outcomes. Empathy and relatability break barriers, connecting speakers and audiences. 

We tell stories that capture pivotal moments, shaping cultures and memories. It makes information memorable and persuasive, inspiring action. Storytelling transcends boundaries, a vital tool in personal and professional realms.

What is Business Storytelling?

Business storytelling emotionally connects with the audience, tying well-crafted stories to business goals. Big names like Richard Branson use stories to share ideas, but storytelling isn’t just for business leaders. 

Anyone can benefit, whether pitching a project or making sales. It’s about making people care and take action. Corporate storytelling keeps your audience engaged. 

Facts and data lack context, but stories stick. Integrating stories into business communication boosts impact, from emails to presentations. Ultimately, business storytelling sells ideas, prompting action and engagement.

Why is Storytelling in Business Presentations Important?

Business consultant & author Peg Neuhauser said, “No Tribal Chief or Elder has ever handed out statistical reports, charts, graphs or lists of facts to explain where the group is headed or what it must do.”

Storytelling within presentations influences decisions, tapping into emotions. It fosters empathy, connecting audiences to issues discussed, and releasing feel-good chemicals like dopamine and oxytocin. Storytelling in business presentation design also strengthens bonds with listeners, aiding comprehension and support. Additionally, storytelling:

1. humanizes the company

2. simplifies complexity

3. enhances memorability

4. sets one apart

5. spurs action

Since ancient times, storytelling has resonated, surpassing mere facts, and embedding in memory. Incorporating stories enriches every presentation, boosting confidence and engagement. Stories aren’t just entertainment; they’re potent business tools to reach your end goal. 

Methods of Business Storytelling in PowerPoint 

Storytelling in business presentations is one of the top ways to make them interesting. A good storytelling technique leads to audience engagement and helps convey your message. 

Create a compelling storytelling strategy for your presentation to:

1. share personal stories that stick in people’s minds

2. grab the audience’s attention right from the start

3. connect with them emotionally

4. get them to imagine things in their minds 

Here are some common storytelling techniques for your business presentations. 

The Hero's Journey 

The Hero’s Journey or Monomyth, popularized by Joseph Campbell in his book, “The Hero with a Thousand Faces”, is a common framework found in many stories. It starts with the hero leaving home and facing challenges on an adventure. Along the way, the hero learns valuable lessons and transforms. Eventually, they return home, sharing their newfound wisdom with their community. 

This storytelling technique is divided into three stages:

1. Departure: The hero leaves the ordinary world.

2. Initiation: They face challenges and grow.

3. Return: The hero triumphs and comes back home. 

Storytelling presentation examples of this framework include movies like Star Wars, The Lion King, and Mulan. 

In a long-form presentation, the Hero’s Journey can be more detailed:

1. The Call to Adventure: The hero faces a challenge.

2. Meeting the Mentor: They receive guidance.

3. Crossing the Threshold: They enter the unknown.

4. Tests, Allies, and Enemies: They face obstacles and gain experience.

5. Approaching the Inmost Cave: The main conflict arises.

6. The Ordeal: The hero confronts their fears.

7. The Reward: They gain something valuable.

8. The Road Back: They return, facing new challenges.

9. The Resurrection: The hero is tested one final time.

10. Return: They come back changed, ready to help others. 

The Hero’s Journey is about growth and change, not just grand transformations. It’s a powerful storytelling formula that resonates with audiences, reminding them of the importance of personal growth and learning. 

The Story Mountain

The story mountain, also known as the story arc, is a structure used in business stories. It’s a form of visual storytelling that guides the audience through the narrative, depicting the journey from start to finish with key points along the way. 

Here’s how it works: 

1. Opening: Introduce the main characters, the setting, and the problem your story will address. 

2. Rising Action: Present the core problem in a way that builds anticipation and interest in the proposed solutions. 

3. Climax: This is the turning point where action is taken to address the problem, leading to a significant change or decision. 

4. Resolution: Show how the chosen solution solves the problem, using testimonials or case studies to validate your approach. 

5. Ending: Summarize the key takeaways and highlight how the organization benefited from the solution. Include calls-to-action for prospective buyers or contact information for collaboration. 

The story mountain is like climbing a literal mountain, with each stage representing a different challenge or milestone. By following this structure, you can engage your audience, build suspense, and deliver compelling presentations.

 Just like in a TV series, each plot twist and turn leads to the climactic finale, leaving your audience eager for more. So, when you are pitching a product or service, the story mountain can help you craft a compelling narrative that resonates with your audience. 

In-Media Res 

Starting your story amid action can instantly captivate your audience. This narrative technique, known as in-medias res (Latin for “amid things”), thrusts viewers into the heart of the story from the get-go. Rather than following a linear progression, you begin with the climax or a pivotal moment, leaving your audience intrigued and eager to uncover the story’s unfolding. 

1. Immediate Engagement: By starting with action, you immediately draw in your audience, sparking their curiosity about what led to this point. 

2. Flashbacks for Context: After setting the stage with the climax, you backtrack to provide context and explain how events unfolded, keeping your audience invested in the narrative. 

3. Maintaining Suspense: Drop hints about upcoming twists or revelations, keeping your audience on the edge of their seats and eager to discover the full story. 

Movies like 12 Years a Slave, Pulp Fiction, and The Greatest Showman employ in-media res effectively, demonstrating its power to engage and enthrall audiences from the very beginning. So, if you’re looking to make a memorable impression with your storytelling, consider starting in the middle of the action. 

Sparklines 

Sparklines present a novel way to convey stories chronologically, akin to interpreting narratives as graphs. This technique, commonly employed by graphic designers, offers a fresh approach to inspire individuals to enhance their lives. 

By utilizing the Sparklines structure, you can ignite people’s aspirations for change. You craft a narrative that instills hope, juxtaposing it with the harsh realities of the present world. This storytelling method effectively taps into the audience’s emotions, fostering motivation through a rollercoaster of hopefulness and stark realism. By seamlessly navigating between potential optimism and the grim truth, you cultivate a compelling drive for transformation. 

False Start 

The false start storytelling technique begins with a familiar and seemingly predictable scene, only to abruptly disrupt the narrative by starting over again. This strategy aims to surprise the audience, shattering their initial expectations and keeping them engaged. 

One notable example is J.K. Rowling’s Harvard Commencement Speech , where she deviated from the anticipated discussion of her successful career to focus on her failures in her twenties. By employing the false start approach, Rowling captivated her audience, offering a fresh perspective and inspiring them with her candid reflections. 

This storytelling outline is particularly effective for seasoned audiences accustomed to conventional narratives. It leads them down an anticipated path, only to reveal that it was entirely wrong. Utilizing the false start technique injects novelty and innovation into storytelling, allowing speakers to share new insights in an engaging and unexpected manner. 

Nested Loops 

Incorporating a “Nested Loops” storytelling structure allows you to emphasize a central narrative by encircling it with interconnected tertiary stories. This method places the core message at the heart of the narrative, with additional layers expanding upon it. 

Think of it as concentric circles radiating from the main idea. The central core represents the moral or principle of the story. Surrounding it are layers of narratives, each offering a unique perspective that relates back to the central theme. 

Utilizing nested loops entails weaving together three or more interconnected stories. The primary story serves as the focal point of your corporate presentations, while the additional layers provide depth and context to the central principle. 

Imagine a friend sharing a lesson learned from a wise individual. In this analogy, the central loop embodies the essential lesson, while the outer loops represent your friend and the wise individual, respectively. Through this method, you demonstrate the transmission and reception of wisdom across a series of interconnected narratives. 

Nested loops are effective when you:

1. Elucidate the motivation behind your story.

2. Aim to elaborate on the central idea by providing additional context.

3. Wish to illustrate how wisdom is imparted and absorbed through interconnected narratives. 

Converging Ideas

Utilizing the “Converging Ideas” storytelling structure offers a powerful means of fostering unity and understanding among audiences, particularly in business presentations. This approach effectively demonstrates how diverse ideas, though distinct, can align towards a common objective. 

By employing the “Converging Ideas” framework, presenters can illustrate the similarities between various concepts, emphasizing that disparate paths can lead to the same desired outcome. This technique is invaluable for showcasing empathy and understanding, highlighting that despite differences in approach, everyone shares the ultimate goal. 

This storytelling approach emphasizes the collaborative nature of brainstorming, showcasing how individual ideas can merge to form a unified vision. It exemplifies the role of partnerships in achieving success, emphasizing the strength that arises from collective effort. 

By employing the “Converging Ideas” story structure, you’re presenting:

1. the power of collaboration among diverse perspectives.

2. the process of forming partnerships and the resultant success.

3. how interconnected ideas converge towards a shared goal.

In a world overwhelmed by data and statistics, storytelling emerges as a guiding light of human connection and understanding. Whether in boardrooms or everyday conversations, storytelling transcends boundaries, leaving a lasting impact on hearts and minds.

By embracing the power of storytelling in presentations, individuals can infuse their messages with emotion, resonance, and significance. From business titans like Richard Branson to tech moguls like Tim Cook, influential leaders recognize the power of a well-told story. Through an engaging story, they not only captivate audiences but also motivate them to action, shaping the course of the future.

Stanford University research shows that we remember stories more than facts, resulting in better retention during presentations. A story can also create opportunities for further conversations, generating leads for new business.

As we navigate the complexities of modern life, let us not forget the timeless wisdom of storytelling. For within its embrace lies the power to educate, persuade, and ultimately, to unite us all in our shared human journey.

1. Why is it essential to have storytelling in business presentations?

Storytelling aids emotional connection with the audience, fostering understanding and support for presented ideas. 

2. How can storytelling in business presentations benefit corporate environments?

In corporate settings, storytelling persuades and motivates stakeholders, driving meaningful action through authentic narratives.

3. What advantages come from incorporating storytelling in business presentations?

Storytelling humanizes companies, simplifies complex information, enhances memorability, sets one apart, and inspires action. 

4. Are there specific storytelling examples for business ppts?

Yes, techniques like Hero’s Journey, Story Mountain, In-Media Res, Sparklines, False Start, Nested Loops, and Converging Ideas engage audiences effectively.

5. How can storytelling extend beyond formal presentations?

Storytelling isn’t confined to formal settings; it enhances communication in emails, one-pagers, and PowerPoint presentations, making messages more compelling and memorable.

Prezentium can Transform your Storytelling in Business Presentations

Are you ready to take your big idea to the next level?

Contact Prezentium today to enhance your business presentations. 

Whether you need overnight storytelling slides for a great presentation, expert guidance on your presentation skills from our specialists, or simply want to learn how to tell a story in a presentation template, we’ve got you covered. 

Elevate your business presentation storytelling skills with Prezentium. Reach out now to unlock the full potential of your next presentation and take your business to new heights! 

• Delivery Techniques →

Storytelling In Presentations: How to Make a Lasting Impression

Are you looking for techniques to make your presentations more engaging and memorable? Storytelling is a powerful tool that can help bring life and meaning to otherwise generic presentations. In this blog post, we will explore the strategies of effective storytelling in presentations and how to use various types of stories to capture the attention of an audience.

We’ll also discuss the benefits of strategic storytelling in order to see just why it’s such an important part of giving successful presentations. Read on for some tips on how you can begin incorporating storytelling into your presentation skills !

Strategies For Effective Storytelling

In order to effectively tell your story, it is important to identify your target audience, craft and structure the narrative, incorporate visuals and engaging content, use effective oratory skills , and practice delivering the presentation.

Identifying Your Target Audience

It is critical to understand who you are speaking to before crafting a presentation. You must ask yourself what the interests and needs of your target audience are and if they have any knowledge in the topic.

Knowing your audience will help you craft an effective story that resonates with them. For example, travelers may be interested in learning about stories from other countries and cultures.

Crafting stories tailored towards different types of audiences will increase engagement during the storytelling process.

Brainstorming

Brainstorming is a pivotal part of creating an effective story for presentations. It involves gathering ideas, conducting research and creating outlines that can be used as the foundation for the presentation.

Brainstorming allows you to come up with creative ways to present your stories in order to captivate your audience. During this process it is important to consider any possible obstacles or objections from your target audience so that you can address them during the presentation. To ensure quality storytelling, it is also essential to seek out feedback from peers and other professionals who have relevant experience in narrative presentation techniques .

Crafting And Structuring

Crafting and structuring your story is a critical part of storytelling in presentations. It’s important to set up the stage for your story and clearly define each character, their roles, motivations, strategy, and the main conflict that needs to be resolved.

As you build upon this structure, it is also important to pay special attention to the narrative arc – from setting up the introduction until achieving resolution at the climax. Utilizing various techniques such as “media res” (starting in media) or “mountain structure” can be very effective when crafting a compelling story which engages your audience.

Ensure a clear beginning by introducing characters or settings before delivering an inciting incident or problem that needs solving, ultimately leading up to a resolution or ‘climax’ moment at the end when all loose ends are tied together. Using vivid imagery combined with visual aids such as charts and graphs will make data storytelling more accessible to audiences.

Additionally, utilizing creative elements like metaphors or analogies can help bring abstract concepts into reality while making them engaging and memorable. For example, by using nested loops or sparklines one could effectively explain complicated data trends with ease. Showing how relevant these stories are with clear beginning’s and end’s helps increase audience engagement during a presentation even more so than raw data alone!

Finalizing And Polishing

Once the story is complete, it’s time to finalize and polish it. This involves taking a step back and focusing on refining the structure , increasing clarity, removing any unnecessary content, or shortening scenes where appropriate.

Furthermore, collecting feedback from peers can help identify areas of improvement. When delivering your story, making sure that there is a clear beginning as well as an end will ensure that audience members remain engaged throughout the presentation.

Visual aids such as charts or graphs are also helpful when trying to communicate complex data in a visual format; 63% of attendees are able to remember stories after a presentation while only 5% can remember statistics. Moreover, using strategies such as metaphors and anecdotes serve to break up dense text by providing an easier way for people to process large amounts of information at once. Finally, rehearsing your speech multiple times helps build confidence so you’re ready for showtime!

Delivering Your Story

When presenting your story, you must make sure to engage your audience by speaking in a clear and strong voice . It is essential to practice the delivery of your presentation beforehand so that you can gauge the level of engagement from your audience.

Additionally, make sure to be aware of body language as it plays an important role in connecting with the audience. Use props or visual aids if applicable which will help create an immersive environment for everyone involved.

Moreover, vary up intonation while speaking and use vivid imagery that can help add another layer to the story. Finally, remember to tell your stories with humor and emotion which helps build rapport with people listening and keeps them interested throughout the duration of your presentation.

Voice And Body Language

Voice and body language are key components of narrative storytelling. Your tone of voice should be casual and friendly to keep your audience engaged, while using volume and pauses effectively to emphasize certain points.

By exaggerating facial expressions and gestures , it can help make a story more engaging. Studies have shown that audiences remember stories better when there is an emotional connection – the right vocal inflections paired with appropriate body language can evoke the emotions necessary for this connection.

Additionally, using props such as costumes or replicas in presentations can animate a story even further. This same power of movement applies when delivering speeches; use intentional movements to draw attention or add emphasis on important areas of content.

Visual Aids

Visual aids can be an effective tool to help engage your audience and convey key points in a presentation. The use of visuals helps to bring stories to life, as they create vivid imagery that resonates with the audience.

Visuals also allow you to provide better context for numbers and facts, which makes them more manageable for the audience to understand. Using visual aids allows a storyteller to evoke emotion and capture attention, making it easier for listeners to connect with the narrative.

Additionally, using visuals such as charts or graphs makes statistics come alive by turning data into actionable insights. Finally, multimedia presentations such as videos or slideshows are very powerful storytelling tools—they provide an immersive experience that increases engagement levels and can lead your audience on a journey that ultimately leads them towards desired outcomes.

Engaging Your Audience

Engaging your audience is a key part of effective storytelling in presentations. Throughout your presentation, you should use voice intonation, humor, and vivid imagery to keep the listener interested.

Use metaphors and analogies to draw on familiar concepts that everyone can relate to. Additionally, avoid long descriptions as they may bore the crowd.

Emphasize relevance and organization while delivering your story; if possible, utilize props or visuals to further emphasize certain points within the narrative. Finally, don’t forget to ask for feedback throughout your story; this not only ensures you have an engaged audience but also allows for improvements and refinements where needed afterwards!

Types Of Stories To Use

Case studies.

Case studies are one of the most effective storytelling techniques used in presentations. They provide a narrative sequence that helps illustrate the journey an individual or group has taken to reach a certain outcome.

Case studies are also great for encouraging active audience participation as they can foster conversations and dialogue around challenges faced, solutions implemented, and successes achieved. Through case studies, presenters can demonstrate the impact their work or product had on a real person or business and illustrate how it might be helpful to the audience’s own situation. Additionally, data storytelling is often integrated into case studies through visualizations of important statistics which help make abstract ideas more manageable for your audience’s understanding.

Examples From Everyday Life

One powerful way to bring a presentation to life is by including examples from everyday life. For example, if you’re talking about working through tough times as a traveler, you could draw an analogy between climbing mountains and overcoming challenges. This kind of vivid imagery can be used to create a memorable experience for your audience and make them connect with the story on an emotional level. Additionally, using personal anecdotes or stories can help create an empathetic response from your audience and add authenticity to the overall message.

Ultimately, incorporating examples from everyday life into presentations helps increase engagement levels among listeners. Bringing the abstract concepts in your talk down to earth allows people relate those ideas more effectively with their own lives on a deeper level—so don’t forget to use simple examples when trying to demonstrate complex topics !

Customer Testimonials

Customer testimonials are a powerful tool when used to illustrate a point in presentations. They can help to build trust and provide real-world examples that your audience can relate to.

When crafting customer testimonials for presentation, be sure to focus on key elements such as the customer’s journey, how you were able to help them overcome their challenge, and how they achieved results from working with you. Moreover, showcasing customer feedback through reviews or written comments provides even more credibility for your case study by incorporating the experiences of others into your story. This is particularly insightful if more than one traveler has had positive experiences with your products or services.

Historical Accounts

Historical accounts are a powerful storytelling tool which can be used to draw parallels between your message and important events from the past. For example, travellers can consider referring to famous voyages such as Christopher Columbus’ famous voyage in 1492 or Neil Armstrong’s first steps on the moon in 1969.

With historical examples, it’s easier for listeners to form an understanding of a concept more quickly through contextual familiarity. Additionally, citing these renowned figures adds legislative credibility to any story being told.

Fables And Anecdotes

Fables are stories with a moral lesson or teaching point. They often involve animals or other characters representing humans.

Anecdotes are short stories that can be used to illustrate a point through providing context and background information. Using fables and anecdotes in presentations can help to make the story more engaging while also driving home your message in a memorable way.

Travelers can appreciate hearing tales from other countries, including old folklore and legends which may have relevance to their chosen journey. Using vivid imagery and detail when telling these stories is essential for keeping traveler interest at its peak, as well as helping them visualize the places they’re about to visit on their travels!

Benefits Of Strategic Storytelling

Four key benefits of strategic storytelling in presentations are enhanced audience engagement, increased credibility, strengthened audience connection and improved information retention.

Enhances Audience Engagement

Storytelling is an incredibly effective tool for engaging audiences and creating meaningful, lasting impressions. By incorporating narratives into presentations and speeches, presenters can effectively draw in their audience by giving a face to dry, abstract data – allowing them to better connect with the storyteller’s message. Narratives also have a way of captivating people’s attention in ways that facts and figures alone cannot – according to recent research 63% of attendees are able to remember stories after a presentation as opposed to only 5% who could recall statistics without any context.

Furthermore, storytelling has been found to be particularly successful when it comes to grab people’s attention online; brands such as AirBnB have employed narrative techniques within marketing campaigns in order to engage audiences more fully with the material they are viewing. Additionally, AirBnB reports an increase of up 80% in click-through rate amongst customers reached via sponsored content which incorporated storytelling tactics compared those who were exposed merely advertisements or infographics lacking narrative elements.

Increases Credibility

Effective storytelling in presentations can increase credibility by conveying facts and data in a compelling way that resonates with the audience. Strategic storytelling techniques help engage the listeners and demonstrate subject matter expertise.

Numbers and facts make abstract ideas more manageable for your audience to understand which reinforces the message of your presentation while strengthening its impact. Through narrative structures, vivid imagery, and visually engaging content, story telling techniques provide an effective tool in an age of shortened attention spans as people are better able to foster understanding through well-crafted stories rather than solely through raw data or facts alone.

Strengthens Audience Connection

Storytelling can be a powerful tool in presentations to help strengthen the connection between the presenter and their audience. An effective way to do this is by using vivid imagery and engaging content that resonates with the viewers.

Visual aids such as props, sparklines, and photographs can be used strategically to evoke emotion from your audience and make them more likely to connect with your story. Additionally, storytelling helps create a shared experience for all members of an audience which increases understanding and further strengthens their connection to what you are presenting.

Stories also provide an opportunity for interactions among people who may not otherwise connect due to language barriers or cultural differences. By creating this mutual understanding through stories, presenters can easily achieve better audience engagement during their storytelling presentations.

Storytelling is an effective way to present and get the attention of the audience. When used strategically, it has the potential to connect with your audience on a deeper level.

Storytelling can help build rapport with listeners, boost their confidence in you, establish trust and create a lasting impact. By using appropriate story structures, identifying target audiences and developing content that engages them, as well as paying attention to voice tone and body language while delivering stories effectively – presentations through storytelling can be made successful!

1. What are the key elements of effective storytelling in presentations?

Effective storytelling in presentations can be achieved by using a combination of techniques including metaphors, analogies and humor to emphasize messages while emphasizing the importance of audience engagement during the presentation. Additionally, it is important to keep stories relevant to the subject at hand, be mindful of body language and presentation style and clearly illustrate points throughout your presentation.

2. How should I start my presentation if I want to tell an engaging story?

Start by introducing yourself & building rapport with audiences as this will help ensure that people remain attentive & invested throughout entire duration. Then proceed by providing interesting facts or anecdotes related to topic which can further increase engagement levels among participants – enabling presenters create memorable experiences for attendees.

3. What types of stories should I include in my presentation?

The types of stories you choose depend on several factors such as industry-specific topics being discussed or type event/conference itself however overall goal remains same regardless: create memories which listeners can relate back main message without overwhelming them information overloads (i.e., too much data). This means avoiding long winded narratives or overly technical jargon unless absolutely necessary so as not lose interest audience’s attention span dwindles over time due complexity presented material(s).

4 How can I make sure that my story resonates with my audience?

By understanding who makes up your audience, what motivates them and how they view their world you’ll have better idea how approach storytelling within context whole setting rather than going off script just because particular plot may sound more “interesting. Furthermore, try incorporating personal anecdotes into narrative since these tend evoke emotional response from viewers thus increasing chances making lasting impression upon completion session.

Storytelling is a powerful communication tool — here’s how to use it, from TED

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Many of the best TED Talks are built around stories, with speakers’ personal anecdotes helping them bring their ideas to life. Here, TED head curator Chris Anderson provides us with some storytelling dos and don’ts. Plus: news about the TED Masterclass app.

After watching a great talk on TED.com , many of us have wondered: “Could I do it myself? Could I give a TED Talk?”

Now’s your chance to find out.

The new TED Masterclass app — available from the Google Play store and the Apple App store — is designed to help you develop and share your best ideas as a TED-style talk. Guided by TED head curator Chris Anderson and based on his book TED Talks: The Official TED Guide to Public Speaking , the app-based course features 11 animated lessons that break down the public-speaking techniques that TED speakers use to present their ideas. Developed by TED-Ed , the course also features a library of full-length TED Talks from Brené Brown, Bryan Stevenson, Susan Cain and others to reinforce its lessons.

In this post, which is adapted from the TED Masterclass app and his book, Anderson discusses how we can learn to use storytelling to elevate our speeches, presentations and talks.

The best evidence from archaeology and anthropology suggests the human mind evolved with storytelling. About a million years ago our hominid ancestors began gaining control of the use of fire, and it seems to have had a profound impact on their development. It provided warmth, defense against predators, and the ability to cook food (along with its remarkable consequences for the growth of our brains.

But it brought humans something else. Fire created a new magnet for social bonding and drew people together after dark. In many cultures, one form of fireside interaction became prevalent: Storytelling.

It’s no surprise that many of the best TED Talks are anchored in storytelling. But when it comes to sharing a story as part of a presentation or speech, there are four key things for you to remember.

• Base it on a character your audience can empathize with or ar0und a dilemma your audience can relate to.
• Build tension whether through curiosity, intrigue or actual danger.
• Offer the right level of detail. Too little and the story is not vivid; too much and it gets bogged down.
• End with a satisfying resolution, whether it’s funny, moving or revealing.

Of course, it’s all in the execution. Before speaking in front of a group, it’s really worth fine-tuning our stories — including the stories from our own lives. Many of us overstuff them with details that are important to us, but a wider audience just doesn’t need to know.

Building your talk around a single story can offer huge benefits. The personal story is the simplest, easiest-to-prepare type of talk; after all, you know your story and you know more about it than anyone else in the world. A personal story will also create empathy with your audience. Your throughline is taken care of — it’s simply the narrative arc of the story.

But there’s one trap that you must avoid. Your overall goal as as speaker is to give, yet personal stories sometimes fail to do that. They may entertain or intrigue or boost your ego. But they don’t automatically give the audience something they can walk away with — such as insights, actionable information, perspective, context, hope.

One of the biggest reasons we turn down applications to speak at TED is when they offer compelling anecdotes but no central idea that wraps their narrative together. This is heartbreaking, because the speakers are often fascinating people. But without an idea, it’s an opportunity missed.

The key shift needed is an artful edit of your journey that links together critical moments in a way that someone else can derive meaning from them. If your journey reveals something powerful you’ve learned and if each step is revealed with humility, honesty or vulnerability, it’s a journey that other people will gladly make with you.

There’s one other non-negotiable essential if you’re telling your own story: It has to be true. This may seem obvious, but people sometimes try to impress their audience by exaggerating or fibbing — precisely because they know a story can have so much impact. You must resist this temptation.

When you combine a truthful story with a desire to use it for the benefit of other people, you’ll be giving your listeners an extraordinary gift. In her TED Talk , psychologist Eleanor Longden was willing to share how she began hearing voices in her head while she was at university. It led her to being diagnosed with schizophrenia, institutionalized, and driven to the point of suicide.

Her story alone is riveting, but she builds it so people leave her talk with inspiring insights on schizophrenia, mental illness, and how we might rethink our responses to them.

Here’s part of her ending:

“There is no greater honor or privilege than facilitating that process of healing for someone, to bear witness, to reach out a hand, to share the burden of someone’s suffering, and to hold the hope for their recovery. And likewise, for survivors of distress and adversity, that we remember we don’t have to live our lives forever defined by the damaging things that have happened to us. We are unique. We are irreplaceable. What lies within us can never be truly colonized, contorted, or taken away. The light never goes out.”

In his TED Talk: How the worst moments in our lives make us who we are , writer Andrew Solomon described how he was humiliated as a child, even before he came out as gay. But he manages to turn his story into an exhilarating narrative of identity that anyone could relate to and learn from.

“There’s always somebody who wants to confiscate our humanity. And there are always stories that restore it. If we live out loud, we can trounce the hatred, and expand everyone’s lives.”

Stories resonate deeply in every human. By giving your talk as a story or a series of related stories, you can greatly increase your connection with your audience. But please: Let it mean something.

Ready to tell your own story? Download the TED Masterclass app from the Google Play store and the Apple App store . After downloading it, you’ll be able to see an overview of every lesson — including what it’s about, what you’ll learn, and a two-minute video — from the entire course. You’ll also get a preview of the library and the idea log. Full access to the course ($89.99) is available via in-app purchase, and all proceeds will go to support the nonprofit work of TED.  

About the author

Chris Anderson is the curator of TED.

• Chris Anderson
• public speaking
• storytelling

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Microsoft 365 Life Hacks > Presentations > Using storytelling to engage your audience

Using storytelling to engage your audience

How do you keep your audience on the edge of their seats while you present? Learn how plot structure and other storytelling techniques can help you deliver a presentation that’s memorable, unique, and captivating from start to finish.

What is storytelling?

At its core, storytelling means giving your audience a plot or path to follow that is both compelling and satisfying. The best stories connect to something universal, spark curiosity, and enhance the way we see the world, all while pulling us forward with a natural momentum that lands us somewhere meaningful. This is what storytelling can do, but how does that translate to a presentation?

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How to use storytelling in a presentation

No matter the topic, storytelling techniques add life and intrigue to your presentation. Try these tips to create an engaging experience for your audience:

Set the scene

Most stories happen in a physical space. Find a way to start your presentation with this same sense of place to ground your audience and draw their attention away from all that might distract them. How can you drop your audience into the world of your presentation? What do they need to know at the start so they can join you on the journey? Consider how visuals, audio, or a few words can set the scene and give your audience context and backdrop for the adventure ahead.

Take them on a journey

At its simplest, story structure has three sections—beginning, middle, and end—but at its best, each section serves a powerful, distinct purpose:

• The journey begins. In addition to setting the scene and providing context, this beginning is where we give the audience two key story components: the main character and the problem to be solved. What problem does your presentation address? What is at stake? Who stands to gain or lose? Draw viewers into your presentation by making them care about someone or something, and make sure they know what hangs in the balance.
• The winding way forward. In the middle, dig into the complexities of the plot-driving problem as you work your way through it and lead viewers toward a new understanding or way of being. This section is about deepening the sense of need and/or widening the promise of possibility as we cross the terrain from where we started to our ultimate destination. Let your viewers experience the challenges and obstacles at the heart of the problem and give them a fuller picture of what can be won or lost.
• The road ends, but the journey sticks with us. As the journey concludes, we reflect on what’s been lost, gained, and learned. What do we know now, and how does that change our perception and actions going forward? We’ve made it through the complexity, through the dramatic feats. We arrive at this new place or understanding, finally resolving the problem that drove us on the journey and seeing the new landscape and opportunities around us. Make the journey stick with us well after you’re done presenting by ending on a resonating image, line, or idea that amplifies the main takeaway or action you want them to do next.

Hit on universals

Great storytellers know that audiences delight in connecting to universal human experience. We’ve all loved, lost, and faced challenges. We all know what it is to triumph, feel like a stranger, and show up for someone in need. When you connect your viewers to these types of universal experiences, they see themselves in your topic and feel more invested. Consider, what are the universal themes at play? How can you bring a relatable sense of human endeavor, need, joy, love, etc., to your presentation? Just a little bit of universal relevance goes a long way to keeping your viewers deeply engaged.

By using storytelling techniques in your presentation, you can draw viewers in, keep them interested, and leave them with a resonating, action-driving takeaway. To strengthen your presentations even more, use these presentation design tips next.

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8 Classic storytelling techniques for engaging presentations

Emily Bartlett Feb 1, 2022 1:57:05 PM

A good public speaker takes their audience on a journey, leaving them feeling inspired and motivated. But structuring your speech to get your ideas across and keep your audience engaged all the way through is tricky. Try these eight storytelling techniques for a presentation that wows. 

You’re doing a presentation, so you start with the facts you want to get across. Wrong! Humans are hardwired for stories. They love heroes, journeys, surprises, layers and happy endings.

Deliver a presentation that captures the hearts and heads of your audience by stealing one of these classic storytelling techniques. Start with the story – the rest will be history.

1. Monomyth

The monomyth (also called the hero's journey), is a story structure that's found in many folk tales, myths and religious writings from around the world.

In a monomyth, the hero is called to leave their home and sets out on a difficult journey. They move from somewhere they know into a threatening unknown place.

After overcoming a great trial, they return home with a reward or newfound wisdom – something which will help their community. Lots of modern stories still follow this structure, from the Lion King to Star Wars. 

Using the monomyth to shape your presentation can help you explain what has brought you to the wisdom you want to share. It can bring your message alive for your audience.

• Taking the audience on a journey
• Showing the benefit of taking risks
• Demonstrating how you learned some new found wisdom

See also: The Hero's Journey by Joseph Campbell

Japanese yo-yo-er BLACK tells the inspiring story of finding his life's passion, and the difficult path he took to become world champion. He closes by sharing his new found skills with the audience, bringing his journey full circle.

2. The mountain

The mountain structure is a way of mapping the tension and drama in a story. It's similar to the monomyth because it helps us to plot when certain events occur in a story.

It's different because it doesn't necessarily have a happy ending. The first part of the story is given to setting the scene, and is followed by just a series of small challenges and rising action before a climactic conclusion.

It's a bit like a TV series – each episode has its ups and downs, all building up to a big finale at the end of the season.

• Showing how you overcame a series of challenges
• Slowly building tension
• Delivering a satisfying conclusion

Aimee Mullins uses a mountain-structure speech to tell a personal story – from being born without fibula bones in her lower legs to becoming a famous athlete, actress and model.

3. Nested loops

Nested loops is a storytelling technique where you layer three or more narratives within each other.

You place your most important story – the core of your message – in the centre, and use the stories around it to elaborate or explain that central principle. The first story you begin is the last story you finish, the second story you start is second to last, etc.

Nested loops works a bit like a friend telling you about a wise person in their life, someone who taught them an important lesson. The first loops are your friend's story, the second loops are the wise person's story. At the centre is the important lesson.

• Explaining the process of how you were inspired/ came to a conclusion
• Using analogies to explain a central concept
• Showing how a piece of wisdom was passed along to you

See also:  Simon Sinek's TED talk shows how successful organizations place the 'why?' of what they do at the centre, surrounded by the 'what?' and 'how?' of their business. Nested loops are an ideal way of framing this message, giving your audience a real insight into your identity. 

Chimamanda Ngozi Adichie uses the framework of her experiences in university and the way that Africa is perceived in the Western world to drive home her argument about stories.

4. Sparklines

Sparklines are a way of mapping presentation structures. Graphic designer Nancy Duarte uses sparklines to analyse famous speeches graphically in her book Resonate .

She argues that the very best speeches succeed because they contrast our ordinary world with an ideal, improved world. They compare  what is  with  what could be . 

By doing this the presenter draws attention to the problems we have in our society, our personal lives, our businesses. The presenter creates and fuels a desire for change in the audience.

It's a highly emotional technique that is sure to motivate your audience to support you.

• Inspiring the audience to action
• Creating hope and excitement
• Creating a following

See also: Resonate by Nancy Duarte

Martin Luther King's speech is famous the world over because it contrasts the racist, intolerant society of the day with an ideal future society where all races are treated equally.

5. In media res

In medias res storytelling is when you begin your narrative in the heat of the action, before starting over at the beginning to explain how you got there.

By dropping your audience right into the most exciting part of your story they'll be gripped from the beginning and will stay engaged to find out what happens.

But be careful – you don't want to give away too much of the action straight away. Try hinting at something bizarre or unexpected – something that needs more explanation. Give your audience just enough information to keep them hooked, as you go back and set the scene of your story.

This only works for shorter presentations though – if you string it out too long your audience will get frustrated and lose interest.

• Grabbing attention from the start
• Keep an audience craving resolution
• Focusing attention on a pivotal moment in your story

Zak Ebrahim begins his talk with the revelation that his father helped plan the 1993 World Trade Centre bombing. His audience is gripped from the beginning, as he begins to recount the events of his childhood and the path he took after his father's conviction. 

6. Converging ideas

Converging ideas is a speech structure that shows the audience how different strands of thinking came together to form one product or idea.

It can be used to show the birth of a movement. Or explain how a single idea was the culmination of several great minds working towards one goal.

Converging ideas is similar to the nested loops structure, but rather than framing one story with complementary stories, it can show how several equally important stories came to a single strong conclusion.

This technique could be used to tell the stories of some of the world's greatest partnerships – for example, web developers Larry Page and Sergey Brin. 

Larry and Sergey met at Stanford's PhD program in 1995, but they didn't like each other at first. They both had great ideas, but found working together hard. Eventually they found themselves working on a research project together. A research project that became Google.

• Showing how great minds came together
• Demonstrating how a development occurred at a certain point in history
• Showing how symbiotic relationships have formed

See also: Steven Johnson's TED talk , where he explains how collaboration has fuelled some of history's best ideas.

John Bohannon and the Black Label Movement explain (verbally and through dance) how scientists and dancers came together to form an exciting, dynamic alternative to boring presentations.

7. False start

A 'false start' story is when you begin to tell a seemingly predictable story, before unexpectedly disrupting it and beginning it over again. You lure your audience into a false sense of security, and then shock them by turning the tables.

This format is great for talking about a time that you failed in something and were forced to 'go back to the start' and reassess. It's ideal for talking about the things that you learnt from that experience. Or the innovative way that you solved your problem.

But best of all, it's a quick attention hack which will disrupt your audience's expectations and surprise them into paying closer attention to your message. 

• Disrupting audience expectations
• Showing the benefits of a flexible approach
• Keeping the audience engaged

J K Rowling begins her speech at Harvard in a typical fashion. She talks about her time at university and the expectations of her parents. The audience expects her to talk about the growing success of her writing career – instead she focuses on a time in her twenties where she felt she had 'failed' in life. What comes next is inspirational.

8. Petal structure

The petal structure is a way of organising multiple speakers or stories around one central concept. It's useful if you have several unconnected stories you want to tell or things you want to reveal – that all relate back to a single message.

You tell your stories one by one before returning back to the centre. The petals can overlap as one story introduces the next but each should be a complete narrative in itself.

In doing so, you can weave a rich tapestry of evidence around your central theory. Or strong emotional impressions around your idea. 

By showing your audience how all these key stories are related to one another, you leave them feeling the true importance and weight of your message.

• Demonstrating how strands of a story or process are interconnected
• Showing how several scenarios relate back to one idea
• Letting multiple speakers talk around a central theme

See also:  Carnegie Mellon University's guide to story nodes

Simon Sinek again! His theory might lend itself perfectly to nested loops, but he himself chose to deliver his talk in a petal structure. He tells his audience a series a stories to help illustrate his ideas, each one strengthening his message further.  

Start with a story

So there you have it – 8 classic storytelling shapes to brighten up your talk and really engage your audience.  

Of course there are many other storytelling techniques out there that you can use. What I hope this post has done is show you that stories are powerful. They are the language of your audience.

Your talk – however dry the subject – can be brought alive if you find the story at the heart of it all. If you'd like any help developing your story and turning it into a winning animated video, contact our friendly Sparkol Creative Services team here.  

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How To Make a Good Presentation [A Complete Guide]

By Krystle Wong , Jul 20, 2023

A top-notch presentation possesses the power to drive action. From winning stakeholders over and conveying a powerful message to securing funding — your secret weapon lies within the realm of creating an effective presentation .  

Being an excellent presenter isn’t confined to the boardroom. Whether you’re delivering a presentation at work, pursuing an academic career, involved in a non-profit organization or even a student, nailing the presentation game is a game-changer.

In this article, I’ll cover the top qualities of compelling presentations and walk you through a step-by-step guide on how to give a good presentation. Here’s a little tip to kick things off: for a headstart, check out Venngage’s collection of free presentation templates . They are fully customizable, and the best part is you don’t need professional design skills to make them shine!

These valuable presentation tips cater to individuals from diverse professional backgrounds, encompassing business professionals, sales and marketing teams, educators, trainers, students, researchers, non-profit organizations, public speakers and presenters. 

No matter your field or role, these tips for presenting will equip you with the skills to deliver effective presentations that leave a lasting impression on any audience.

Click to jump ahead:

What are the 10 qualities of a good presentation?

Step-by-step guide on how to prepare an effective presentation, 9 effective techniques to deliver a memorable presentation, faqs on making a good presentation, how to create a presentation with venngage in 5 steps.

When it comes to giving an engaging presentation that leaves a lasting impression, it’s not just about the content — it’s also about how you deliver it. Wondering what makes a good presentation? Well, the best presentations I’ve seen consistently exhibit these 10 qualities:

1. Clear structure

No one likes to get lost in a maze of information. Organize your thoughts into a logical flow, complete with an introduction, main points and a solid conclusion. A structured presentation helps your audience follow along effortlessly, leaving them with a sense of satisfaction at the end.

Regardless of your presentation style , a quality presentation starts with a clear roadmap. Browse through Venngage’s template library and select a presentation template that aligns with your content and presentation goals. Here’s a good presentation example template with a logical layout that includes sections for the introduction, main points, supporting information and a conclusion: 

2. Engaging opening

Hook your audience right from the start with an attention-grabbing statement, a fascinating question or maybe even a captivating anecdote. Set the stage for a killer presentation!

The opening moments of your presentation hold immense power – check out these 15 ways to start a presentation to set the stage and captivate your audience.

3. Relevant content

Make sure your content aligns with their interests and needs. Your audience is there for a reason, and that’s to get valuable insights. Avoid fluff and get straight to the point, your audience will be genuinely excited.

4. Effective visual aids

Picture this: a slide with walls of text and tiny charts, yawn! Visual aids should be just that—aiding your presentation. Opt for clear and visually appealing slides, engaging images and informative charts that add value and help reinforce your message.

With Venngage, visualizing data takes no effort at all. You can import data from CSV or Google Sheets seamlessly and create stunning charts, graphs and icon stories effortlessly to showcase your data in a captivating and impactful way.

5. Clear and concise communication

Keep your language simple, and avoid jargon or complicated terms. Communicate your ideas clearly, so your audience can easily grasp and retain the information being conveyed. This can prevent confusion and enhance the overall effectiveness of the message. 

6. Engaging delivery

Spice up your presentation with a sprinkle of enthusiasm! Maintain eye contact, use expressive gestures and vary your tone of voice to keep your audience glued to the edge of their seats. A touch of charisma goes a long way!

7. Interaction and audience engagement

Turn your presentation into an interactive experience — encourage questions, foster discussions and maybe even throw in a fun activity. Engaged audiences are more likely to remember and embrace your message.

Transform your slides into an interactive presentation with Venngage’s dynamic features like pop-ups, clickable icons and animated elements. Engage your audience with interactive content that lets them explore and interact with your presentation for a truly immersive experience.

8. Effective storytelling

Who doesn’t love a good story? Weaving relevant anecdotes, case studies or even a personal story into your presentation can captivate your audience and create a lasting impact. Stories build connections and make your message memorable.

A great presentation background is also essential as it sets the tone, creates visual interest and reinforces your message. Enhance the overall aesthetics of your presentation with these 15 presentation background examples and captivate your audience’s attention.

9. Well-timed pacing

Pace your presentation thoughtfully with well-designed presentation slides, neither rushing through nor dragging it out. Respect your audience’s time and ensure you cover all the essential points without losing their interest.

10. Strong conclusion

Last impressions linger! Summarize your main points and leave your audience with a clear takeaway. End your presentation with a bang , a call to action or an inspiring thought that resonates long after the conclusion.

In-person presentations aside, acing a virtual presentation is of paramount importance in today’s digital world. Check out this guide to learn how you can adapt your in-person presentations into virtual presentations . 

Preparing an effective presentation starts with laying a strong foundation that goes beyond just creating slides and notes. One of the quickest and best ways to make a presentation would be with the help of a good presentation software . 

Otherwise, let me walk you to how to prepare for a presentation step by step and unlock the secrets of crafting a professional presentation that sets you apart.

1. Understand the audience and their needs

Before you dive into preparing your masterpiece, take a moment to get to know your target audience. Tailor your presentation to meet their needs and expectations , and you’ll have them hooked from the start!

2. Conduct thorough research on the topic

Time to hit the books (or the internet)! Don’t skimp on the research with your presentation materials — dive deep into the subject matter and gather valuable insights . The more you know, the more confident you’ll feel in delivering your presentation.

3. Organize the content with a clear structure

No one wants to stumble through a chaotic mess of information. Outline your presentation with a clear and logical flow. Start with a captivating introduction, follow up with main points that build on each other and wrap it up with a powerful conclusion that leaves a lasting impression.

Delivering an effective business presentation hinges on captivating your audience, and Venngage’s professionally designed business presentation templates are tailor-made for this purpose. With thoughtfully structured layouts, these templates enhance your message’s clarity and coherence, ensuring a memorable and engaging experience for your audience members.

Don’t want to build your presentation layout from scratch? pick from these 5 foolproof presentation layout ideas that won’t go wrong. 

4. Develop visually appealing and supportive visual aids

Spice up your presentation with eye-catching visuals! Create slides that complement your message, not overshadow it. Remember, a picture is worth a thousand words, but that doesn’t mean you need to overload your slides with text.

Well-chosen designs create a cohesive and professional look, capturing your audience’s attention and enhancing the overall effectiveness of your message. Here’s a list of carefully curated PowerPoint presentation templates and great background graphics that will significantly influence the visual appeal and engagement of your presentation.

5. Practice, practice and practice

Practice makes perfect — rehearse your presentation and arrive early to your presentation to help overcome stage fright. Familiarity with your material will boost your presentation skills and help you handle curveballs with ease.

6. Seek feedback and make necessary adjustments

Don’t be afraid to ask for help and seek feedback from friends and colleagues. Constructive criticism can help you identify blind spots and fine-tune your presentation to perfection.

With Venngage’s real-time collaboration feature , receiving feedback and editing your presentation is a seamless process. Group members can access and work on the presentation simultaneously and edit content side by side in real-time. Changes will be reflected immediately to the entire team, promoting seamless teamwork.

7. Prepare for potential technical or logistical issues

Prepare for the unexpected by checking your equipment, internet connection and any other potential hiccups. If you’re worried that you’ll miss out on any important points, you could always have note cards prepared. Remember to remain focused and rehearse potential answers to anticipated questions.

8. Fine-tune and polish your presentation

As the big day approaches, give your presentation one last shine. Review your talking points, practice how to present a presentation and make any final tweaks. Deep breaths — you’re on the brink of delivering a successful presentation!

In competitive environments, persuasive presentations set individuals and organizations apart. To brush up on your presentation skills, read these guides on how to make a persuasive presentation and tips to presenting effectively . 

Whether you’re an experienced presenter or a novice, the right techniques will let your presentation skills soar to new heights!

From public speaking hacks to interactive elements and storytelling prowess, these 9 effective presentation techniques will empower you to leave a lasting impression on your audience and make your presentations unforgettable.

1. Confidence and positive body language

Positive body language instantly captivates your audience, making them believe in your message as much as you do. Strengthen your stage presence and own that stage like it’s your second home! Stand tall, shoulders back and exude confidence. 

2. Eye contact with the audience

Break down that invisible barrier and connect with your audience through their eyes. Maintaining eye contact when giving a presentation builds trust and shows that you’re present and engaged with them.

3. Effective use of hand gestures and movement

A little movement goes a long way! Emphasize key points with purposeful gestures and don’t be afraid to walk around the stage. Your energy will be contagious!

4. Utilize storytelling techniques

Weave the magic of storytelling into your presentation. Share relatable anecdotes, inspiring success stories or even personal experiences that tug at the heartstrings of your audience. Adjust your pitch, pace and volume to match the emotions and intensity of the story. Varying your speaking voice adds depth and enhances your stage presence.

5. Incorporate multimedia elements

Spice up your presentation with a dash of visual pizzazz! Use slides, images and video clips to add depth and clarity to your message. Just remember, less is more—don’t overwhelm them with information overload. 

Turn your presentations into an interactive party! Involve your audience with questions, polls or group activities. When they actively participate, they become invested in your presentation’s success. Bring your design to life with animated elements. Venngage allows you to apply animations to icons, images and text to create dynamic and engaging visual content.

6. Utilize humor strategically

Laughter is the best medicine—and a fantastic presentation enhancer! A well-placed joke or lighthearted moment can break the ice and create a warm atmosphere , making your audience more receptive to your message.

7. Practice active listening and respond to feedback

Be attentive to your audience’s reactions and feedback. If they have questions or concerns, address them with genuine interest and respect. Your responsiveness builds rapport and shows that you genuinely care about their experience.

8. Apply the 10-20-30 rule

Apply the 10-20-30 presentation rule and keep it short, sweet and impactful! Stick to ten slides, deliver your presentation within 20 minutes and use a 30-point font to ensure clarity and focus. Less is more, and your audience will thank you for it!

9. Implement the 5-5-5 rule

Simplicity is key. Limit each slide to five bullet points, with only five words per bullet point and allow each slide to remain visible for about five seconds. This rule keeps your presentation concise and prevents information overload.

Simple presentations are more engaging because they are easier to follow. Summarize your presentations and keep them simple with Venngage’s gallery of simple presentation templates and ensure that your message is delivered effectively across your audience.

1. How to start a presentation?

To kick off your presentation effectively, begin with an attention-grabbing statement or a powerful quote. Introduce yourself, establish credibility and clearly state the purpose and relevance of your presentation.

2. How to end a presentation?

For a strong conclusion, summarize your talking points and key takeaways. End with a compelling call to action or a thought-provoking question and remember to thank your audience and invite any final questions or interactions.

3. How to make a presentation interactive?

To make your presentation interactive, encourage questions and discussion throughout your talk. Utilize multimedia elements like videos or images and consider including polls, quizzes or group activities to actively involve your audience.

In need of inspiration for your next presentation? I’ve got your back! Pick from these 120+ presentation ideas, topics and examples to get started. 

Creating a stunning presentation with Venngage is a breeze with our user-friendly drag-and-drop editor and professionally designed templates for all your communication needs. 

Here’s how to make a presentation in just 5 simple steps with the help of Venngage:

Step 1: Sign up for Venngage for free using your email, Gmail or Facebook account or simply log in to access your account. 

Step 2: Pick a design from our selection of free presentation templates (they’re all created by our expert in-house designers).

Step 3: Make the template your own by customizing it to fit your content and branding. With Venngage’s intuitive drag-and-drop editor, you can easily modify text, change colors and adjust the layout to create a unique and eye-catching design.

Step 4: Elevate your presentation by incorporating captivating visuals. You can upload your images or choose from Venngage’s vast library of high-quality photos, icons and illustrations. 

Step 5: Upgrade to a premium or business account to export your presentation in PDF and print it for in-person presentations or share it digitally for free!

By following these five simple steps, you’ll have a professionally designed and visually engaging presentation ready in no time. With Venngage’s user-friendly platform, your presentation is sure to make a lasting impression. So, let your creativity flow and get ready to shine in your next presentation!

Captivate Your Audience With The Art Of Presentation Storytelling

Table of contents.

One of the best forms of communicating is through storytelling.

Storytelling has been part of our ancestral past and is now i ngrained in the fibers our very being . It is how we communicate new ideas, lessons and above all us, emotions. Without storytelling, we truly are isolated to live life through our own experiences and interpretations of our “ordinary world”. Storytelling provides us with the social capabilities of finding common ground in our lives as we all go through existence independently. Storytelling gives us the ability to bring the tiny moments in our life that shape us into who we are to the foreground in a more monumental way and find common ground amongst one another.

The ability to tell a story that can influence people is an art form and a skill that will take you far in life. If you are able to master the art of storytelling, you will be successful in almost all parts of life if you know how to apply the skill appropriately . The same goes for the mastery of presentations and presenting.

Great presentations incorporate storytelling techniques which make them so engaging and have the ability to influence audiences. Stories engage audiences no matter what walk of life they come from because most great stories all hinge on simple, small moments most people can relate to.

What Is Storytelling?

For most people, storytelling might just seem like a linear recount of events, but it’s more than that.

Storytelling is not a linear recalling of events. It can not be reduced to the common formula of, “First ‘A’ happened, then ‘B’ and then ‘C’ is how it all ended.”. No – as mentioned earlier, storytelling really only hinges on about 5 seconds of a moment – a realization. The 5 seconds is the climax or the change and character arc of a story.

It is how “A” became “B”.

This change, in most stories really only takes about 5 seconds in the real-world but you help make that 5 second moment more impactful by sharing the setting, the build-up and the follow-up of that moment.

Storytelling happens in all walks of life. From the casual conversations held between family members in the kitchen to world-class presentation seminars. The art of storytelling spans across cultures and generations. For this, it is probably one of the greatest tools and techniques to ever be developed and one that will continue to shape and influence our lives.

The Best Story Structure For Different Presentations

Depending on the objective of your presentation, there are a few story structures you can use to help bring your point across. Below we’ve outlined some of the expected outcomes you may want out of your presentation. Depending on your desired outcome, we will share with you the best story structure to follow.

If you want to take your audience on a journey - Hero's Journey

This is the most common storytelling structure commonly found in myths, children’s stories and in movies. Like Star Wars or the Lion King, the Hero’s journey is about the protagonist leaving the comfort of their home in search of newfound wisdom or growth. Often accompanied by a sage or someone with experience, the protagonist grows and learns from their journey to return home as a new person. By the end of the story arc, the audience has seen first-hand the growth and development of the main character.

This is a perfect example of a great story formula unlike the common, misconception formula. This story shows the progression and change from “A” to “B”.

An added tip is not to overthink what these changing moments are. You do not need a grand change in character for a story to be good. The change can simply be a realization of truth. For example, when you pull away all the embellishments of the movie “Click” by Adam Sandler, it’s not a movie about time traveling and wondrous magical remotes. It’s a movie about how a father learns to appreciate every moment with their family – the good and the bad.

If you want to build tension - The Mountain

The second story technique is “The Mountain”. The Mountain technique is another common storytelling technique in which the storyteller highlights the growth in tension as the story progresses. Each step of the way, more tension builds till the climactic conclusion.

If you want to explain a central concept - Nested Loops

A “Nested Loops” storytelling structure allows you to highlight a core story by layering tertiary stories around the main idea. You put the most important part or message at the center and build around it.

Picture it like degrees of separation from the main idea. At the center is the moral of the story. The next layer might be from a perspective who lived the story first-hand. The second layer might be from the perspective of someone else. However, all of the stories relate back to the core theme.

If you want your audience to gain hope and take action - Sparklines

Using the Sparklines structure allows you to elevate people’s hope to create change. You tell a story, give them aspirations and juxtapose the hopefulness with the stark reality of the world we are living in now. This structure is great for eliciting motivation out of your audience by playing on their emotions of hope. By weaving in and out of the potential hope and the dismal reality, you create motivation for change.

If you want to grab your audience's attention from the start - In Media Res

What better way to get audience engagement than by placing them right in the middle of the action from the very beginning. Rather than building up to the action, you drop the audience right at the climax of the action. But note, just because you drop them in the middle of the action, does not mean you are dropping them in at the climax. The climax of the story is the 5 second moment when your character changes from “A” to “B”. The action however can lead up to the 5 second moment.

If you want to illustrate mutual relationship forming - Converging Ideas

One of the greatest ways of bridging people through storytelling is by using the “Converging Ideas” story structure. The “Converging Ideas”story outline can help illustrate how different ideas are similar to one another that lead to a similar outcome. This is especially useful in the business world of presentations that can help demonstrate to your audience that everyone wants the same end goal even if we have different means of getting to that end goal. This will allow you to show your audience that you are sympathetic and you understand them.

If you want to disrupt audience expectations - The False Start

Another great storytelling outline to use, especially if you are speaking to a veteran or seasoned audience is “The False Start”. After hearing so many stories, so many pitches that all follow the same structure, a false start leads your audience on a predictable path which turns out to be completely wrong. It’s an especially good way to tell about new and innovative ideas you’ve tried out. Rather than speaking to a conventional way of figuring something out, you can share new insights in an engaging way.

If you want to talk around a central concept through several ideas - Petal Structure

The last story structure is “The Petal Structure”. The Petal Structure is used when you want to focus more on the core message rather than the story. This structure typically uses more than one story either from one speaker or multiple speakers that all surround the core theme.

Why You Should Be Telling Stories In Your Presentation

No matter how different people’s thinking is, telling stories is an effective technique to get your central message across. Storytelling is an incredibly effective technique since it is ingrained in our DNA as humans. We are social creatures that thrive on the connection stories make. By being able to tell stories in your presentations, you will be able to influence more people. Here are some reasons why you should incorporate storytelling techniques in your presentations.

1 - Stories will make your business more human and relatable

Businesses are not human and humans want to do business with other humans. In order to have your business be successful, you need to be able to humanize it. Humanizing a business is often done through branding which is another form of storytelling. If you are giving a presentation on behalf of your business, you need to be able to make your business seem relatable and human. If you can master the art of storytelling in business presentations, you will be able to beat any sales team or marketing team.

2 - Stories will help you sell

Speaking of sales, storytelling in presentations will also help you sell. This goes hand-in-hand with how stories make businesses more human. If you are able to tell stories in your presentations, you will be able to sell. You will be able to sell better because you can connect your product or service as the golden ticket to the 5 second moment people are trying to achieve. As mentioned earlier, stories are really just 5 second moments of change when someone goes from “A” to “B”. Your product or service can be the catalyst to change what people are seeking and if you are able to present that with your story, you will be able to sell a lot more effectively.

3 - Stories can let you share knowledge

You may have a conference presentation in which you are trying to share knowledge and position yourself as an industry thought-leader. A great way to share knowledge and connect with your audience is by telling a story. A great way to share knowledge is by sharing the events you went through, how you overcame challenges of a difficult journey and have new found wisdom. Similar to the structure of a “Hero’s Journey”, you can make yourself the main character and demonstrate how you overcome challenges. By being able to talk about these personal experiences and give more detail of your own accounts, you are positioning yourself as an industry thought-leader.

4 - Stories can let you influence emotions

Lastly, one of the greatest abilities of skillful storytelling is the ability to influence emotions. We as humans are irrational beings and our emotions often dictate how we act in the world. If you have the ability to master the storytelling technique of influencing other people’s emotions, you can have them act in almost any way you desire.

How You Can Incorporate Stories In Different Presentations

Now that we know why you should incorporate stories in your presentations, let’s dive into how we can incorporate stories in different presentations. Now don’t forget, this isn’t a one-size-fits-all approach. This is simply some thought-starters to get you thinking of how you can incorporate your own stories in your presentations. Depending on the presentation you are about to give, you may want to consider how you will angle your story to elevate your presentation.

Business Presentations

Throughout this article, we’ve heavily focused on the idea of presentation storytelling as it relates to business presentations . This is mainly due to the fact that most presentations you will encounter in your professional life are business presentations. You will often have to engage in these presentations whether they are internal meetings or client pitch presentations .

You can use storytelling in business presentations in order to relate and show understanding with your client. There is a famous quote in business which is, “People buy when they feel understood, not when they understand you.” Don’t make the presentation or the story about you. Make it about the client and how you understand them.

Research Presentations

In the world of academics, you will often be faced with research presentations . They might seem monotonous but how can you get an audience eager about the big and small challenges you’ve overcome throughout your research? With a story!

You can use storytelling in research presentations by taking the audience on a journey that centers around the one idea of your presentation, the thesis. This may be an unconventional way of presenting research findings and goes against the status quo, but it’s definitely a tactic not seen often which will surely engage your audience with your data and findings.

Interactive Presentations

As we move into a more digital-focused world, we will start to see more interactive presentations which allow the audience to get more engaged with the content you’re presenting. Interactive presentations allow the presenter to really connect with their audience to help get their messaging across. Interactive presentations also help keep the audience engaged and provide a robust learning experience for all. As the presenter, you’ll be able to get presentation feedback first-hand and in real-time from your audience by facilitating an interactive presentation. But, how can you take your interactive presentation from a good presentation to a great presentation? The answer is with storytelling!

If you’re going for an interactive presentation, you can incorporate storytelling by combining everyone’s voice. Although everyone probably won’t have the same level of skill when it comes to storytelling as you do, they can still share their own experiences. You as the presenter with storytelling techniques can help facilitate and combine the stories together into one cohesive story. The benefit of doing this is the audience will feel heard.

By using an interactive presentation format, especially by incorporating storytelling, you’re allowing the audience to bring their own truths and personal experiences into the discussion. When the audience has more of themselves invested in the presentation, the more likely they are going to remember what you have to say. There is no need for them to get into the storyteller’s brain and try and understand when they are the storyteller. They already have lived through their own experiences and they know the characters in their own story. This reduces barriers for communication.

Final Thoughts On Presentation Storytelling

As we wrap-up writing this article on presentation storytelling and the importance of this skill, we are going to summarize the key takeaways and what you should really remember going forward when it comes to your next presentation.

Now that you understand the value of storytelling skills as it relates to business communications, we hope you will implement these best practices and techniques in your own presentations. Developing your first story may seem daunting and it takes some time, but once you get in your rhythm for story development, you will be able to find the tiny moments in life that make for great stories.

Need Help With An Awesome Design?

Luckily, this is a skill we’ve mastered at PresentationGeeks. We want to help you take unconnected stories and make a great presentation out of it and we believe everyone has a good story to share. We can help you create a well-rounded narrative that will engage your audience with the human side of your business rather than bombarding them with fact heavy presentations. Instead, we help you take the audience on a journey by incorporating storytelling in presentations.

We have in-house expertise that worked with multiple speakers to help tell their stories. We are presentation consultants that work collaboratively with you. Let’s connect to learn more about your business’s big idea and how we can craft an engaging story.

Author:  Content Team

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5 presentation tips: How to be a stronger storyteller

Good storytelling often makes the difference between an effective presentation and one that falls flat.  But many people struggle to incorporate storytelling into presentations in a way that both seems natural and has the desired effect. How can you build this skill?

Though storytelling can be a difficult skill to master, it’s well worth the effort, says presentation coach Tim Wackel , who has trained executives at many Fortune 500 companies on how and when to add stories to presentations. “It’s an underutilized skill,” he says. “Everybody, whether it’s an audience of eighth graders or executives, likes a good story. Children don’t say, ‘Mommy, put me to bed and read me some data.’”

[ Want more advice? See our article:  Presentation tips: 6 secrets of master presenters . ]

Storytelling isn’t just a better way to connect with your audience: It will also improve their retention of your presentation. “The data shows that all audiences retain emotions and stories better than facts and figures,” Wackel says.

When is the best time to incorporate stories into your presentation? “I think stories can be used anytime you want to make a more dramatic point,” he says. “If you have something complicated to explain, I’d rather hear a story.”

In one effective presentation Wackel recalls, the speaker explained the $700 billion bank bailout this way: "If you were alive when Jesus walked the Earth, and you were still alive today, and you spent $1 million every day from then till now, you still wouldn’t have spent that sum."

A good story can tie concepts together at the end of a presentation, he adds. But there’s one time when you should always strongly consider a story, and that’s at the very beginning of your talk. “The most important part of the presentation is the first 90 seconds,” Wackel says. In those first few moments, you will either grab your audience’s attention, or fail to do so and face a struggle to get it back.

So don’t waste those first few moments on a lengthy introduction of yourself, or on pleasantries about the holidays or the weather. Instead, dive right into a story. One executive Wackel worked with started his presentation to a potential client this way: “When I was a little boy in third grade, I was the teacher’s pet. I remember it was wonderful until this kid from Argentina moved in, Alfonso, and he became the teacher’s pet instead. She still liked me and cared for me, but I had lost love and attention. The reason I’m here today is that our research shows the same thing is happening to you with your customers. You’re losing their love and attention, and if you don’t get it back, it will cost you.”

Consider Wackel’s tips for becoming a strong storyteller:

1. Don’t focus on yourself

Yes, at least some of the stories you tell may be about your own experiences. Even so, you should always focus on what the audience needs to hear, not necessarily what you want to tell. Keep your stories brief and on point. “A story that’s all about me could be interesting and might be relevant, but it won’t captivate you for very long,” Wackel says.

2. Look for stories all around you

How do you find good stories? It’s about being attuned to them, Wackel says. For example, if you have a lot of data and charts and graphs, try and see the story these figures are telling. “Once you get your head around this, you start to see things differently,” he says. “It’s like when you buy a red car and you suddenly see all the red cars on the road. You start seeing stories everywhere.”

3. Write the first draft with a pen and paper

Why? Because drafting a presentation straight into software such as PowerPoint tends to make you focus on the slides and figures and graphs you’ve prepared, rather than the point you need to make and the story or stories you need to tell, Wackel says.

[ Put yourself out there. Read  How allowing myself to be vulnerable made me a better leader . ]

4. Get feedback on the story

“Don’t tell your story in a vacuum,” Wackel says. “Rehearse it in front of other people. Tell it to your boss or colleagues. Get some other people to be a sounding board. If you tell a story that’s inappropriate for your audience, you’re in trouble.”

Not only that, he says, some of the most effective presentations come from sharing a story with others and letting them help you shape it. “You might tell the story and say, ‘It’s not completely right.’ The second person hears it a little differently and bends it a little bit. The third person bends it a little bit more, and it comes back as great, funny, or scary, and very successful.”

5. Rehearse on video

Related content.

• Presentation tips: 6 secrets of master presenters
• CIO Theater: Presenting to the board in three acts

Now that there are video cameras on every smartphone, Wackel says, “there’s no excuse not to video yourself and get better.” You can learn a lot about how to be a good storyteller, but you won’t really get good at it until you practice and then review your own work. You’ll be able to tell when you watch your own presentation what will work and what won’t, he adds. “Everyone knows what a good presentation looks like.”

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The art of using storytelling in presentations

As a presenter, your primary objective is to keep your audience engaged and entertained. Whether you are pitching your next big business idea or presenting a product demo to potential clients, the focus should be on selling your idea and not sharing a bullet point list of bare facts. While there are quite a few ways to achieve this, storytelling is a powerful way to grab the attention of your audience and influence them to purchase your product or service because it works in the same way successful movies and shows work.

Stories usually build suspense by establishing a main character, presenting a challenge, and providing a fitting solution that makes the life of that character better than it was. Using storytelling in presentations can evoke emotions like trust and kindness. This motivates your audience to listen more closely and increases their likeliness to agree with your ideas. A well-told story can leave a lasting impact on your audience’s mind.

Analyze your audience

It is important to learn about your presentation’s audience before the session so you can understand what will work best with them. Frame your presentation story based on the information you have gathered about your audience. Weave the story into a narrative that will appeal and resonate with the audience you are presenting to.

Add personal stories to generate empathy

When it comes to storytelling, it always helps to add some personal anecdotes about your own experiences that your audience can relate to. This establishes a common ground with the listeners and generates empathy, making it more likely for people to agree with your ideas and take act favorably after your presentation.

Improve engagement and trust with stories

According to research , stories engage parts of the brain that are activated only when you actually experience something. Steve Jobs was a well-known proponent of generating engagement using storytelling in presentations. He presented a compelling narrative during every Apple product launch rather than just laying out the technical specifications of the new product. This resulted in making consumers sit up and take notice, building a world-wide base of loyal Apple users.

One of Steve Jobs’s most famous quotes is about storytelling: “The most powerful person in the world is the storyteller. The storyteller sets the vision, values, and agenda of an entire generation that is to come.”

Describe the future with a story

When you are presenting to an audience, describe the potential future they could have if they purchase your product or service. This can help them envision the impact it will have on their lives and inspire them to act accordingly. Sharing success stories in the form of testimonials and case studies of customers who’ve seen the impact of your product or service acts as compelling social proof to potential customers. By listening to a story of someone in a similar position, the audience tends to imagine their future if they made the same decision. Help your audience see a better future and inspire them to take action with a story.

Human beings are wired for storytelling and we process information best when it comes in the form of a narrative. Consuming information through stories captures the imagination of the audience and enhances the likelihood of information retention. You can also record your story and add it to your slides if you want to mix things up and keep it entertaining for your audience. Structure your next presentation in the form of a story to ensure maximum engagement and entertainment for your audience throughout your presentation.

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What It Takes to Give a Great Presentation

• Carmine Gallo

Five tips to set yourself apart.

Never underestimate the power of great communication. It can help you land the job of your dreams, attract investors to back your idea, or elevate your stature within your organization. But while there are plenty of good speakers in the world, you can set yourself apart out by being the person who can deliver something great over and over. Here are a few tips for business professionals who want to move from being good speakers to great ones: be concise (the fewer words, the better); never use bullet points (photos and images paired together are more memorable); don’t underestimate the power of your voice (raise and lower it for emphasis); give your audience something extra (unexpected moments will grab their attention); rehearse (the best speakers are the best because they practice — a lot).

I was sitting across the table from a Silicon Valley CEO who had pioneered a technology that touches many of our lives — the flash memory that stores data on smartphones, digital cameras, and computers. He was a frequent guest on CNBC and had been delivering business presentations for at least 20 years before we met. And yet, the CEO wanted to sharpen his public speaking skills.

• Carmine Gallo is a Harvard University instructor, keynote speaker, and author of 10 books translated into 40 languages. Gallo is the author of The Bezos Blueprint: Communication Secrets of the World’s Greatest Salesman  (St. Martin’s Press).

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What Is Visual Storytelling? (With Examples + Infographic)

What do the first two minutes of Wall-E and the following GIF of Matthew McConaughey experiencing all the feels have in common?

They use visual storytelling, also known as visual narrative, to show a lot of information in a little bit of time.

Visual storytelling uses graphics, images, videos and more to hook the audience and drive storylines and emotions. It’s quite literally the act of telling a story or communicating information with visual content — and it’s an insanely powerful content marketing medium.

It has unparalleled potential to generate traffic and convert leads at every stage of the sales funnel. No content marketing strategy is complete without it.

For context, here’s the Wall-E intro:

Digital marketers need to earn their audience’s attention, and that’s not easy given the insane amount of competition. Every day,

• Tens of thousands of new websites go live.
• Millions of new blog posts are written.
• Tens of millions of photos are uploaded on social media.
• Hundreds of millions of emails are sent.

Sometimes the best way to cut through the noise is to not say anything at all.

Why Visual Storytelling Is Important for Your Brand

The fact is that the most iconic and memorable brand campaigns are recognizable because of their visual storytelling. Being able to show and not tell your audience about your company or product is increasingly the most effective way to market yourself — and science backs it up!

According to MIT researchers, the human brain is capable of processing an image in as little as 13 milliseconds . For context, here are really fast things that are slower than your ability to process an image:

• Sunlights’ journey to Earth (8 minutes).
• The blink of an eye (300 milliseconds).
• Usain Bolt’s reaction time off the starting block (155 milliseconds).

In other words, this is your brain on the influence of images:

Why does this matter? Because your intended audience hasn’t got all day, and a lot of content creators are vying for their attention. If you want to get there first, you’ll need to master the art of making an impression on your audience in a short amount of time — and that’s where visual storytelling enters the picture.

Visual storytelling is economical because you can convey more information in less time, hence the “picture is worth a thousand words” platitude. Imagery has the ability to capture attention quicker than text, at which point you have a platform to communicate your brand message, either entirely through visual storytelling or through a combination of visual, audio and textual content.

Additionally, visual storytelling adds value to a brand’s content marketing strategy in the following ways:

• Helps generate interest at the very beginning of a buyer’s journey by luring readers into top-of-funnel blog content.
• Makes copy feel more lively and engaging.
• Allows for passive ingestion of a message, for instance, through video or animations.
• Boosts readability by making long-form content seem less cluttered. (Ever hear of the dollar-bill rule? It’s more applicable to print, but if you can hold a dollar bill vertically and horizontally on a page without hitting an image, blockquote, subhead or bulleted list then you need something to break up the text.)

Visual media also leaves a more lasting impression on the audience. About 65% of people are visual learners, meaning for most of us, the message is more likely to stick if we see it. And in marketing, visual storytelling is the best way to help your audience see what your brand is about.

What Makes a Good Visual Story?

Visual storytelling is becoming the fundamental marketing strategy for brands to talk about themselves. It can convey a wide range of emotions, humor and information — all without any words being said. But what makes a good visual story?

Below we break down a list of ways to achieve your brand’s best visual story (and steps to avoid):

How To Build an Effective Brand Visual Story:

• Craft an interesting story that will appeal to your audience.
• Choose your visual media according to the needs of your narrative.
• Incorporate basic storytelling techniques.
• Grab people’s attention right off the bat with dynamic imagery.
• Support your visual narrative with text and audio to add context wherever needed.
• Keep your message clear and simple.
• Measure the performance of visual media with relevant KPIs like social shares, backlinks and site metrics.

Visual Storytelling Steps To Avoid:

• Viral memes. It may seem tempting to chase a recently viral meme, but the fact is that the speed of the internet is faster than any marketing team. By the time you push out your viral meme content, it’ll probably have fallen off the pop culture radar.
• Shoehorn a narrative into a specific visual idea. If the shoe doesn’t fit, don’t try to force it! Audiences are savvier than ever and it’s more than likely your narrative will sink with this method rather than swim.
• Prioritize style over substance. What’s the point of a visual story if it lacks substance? Visuals should support the narrative, not be the central focus.
• Repackage the same story across every visual media format (unless they’re a good match). This is a judgment call for most brands. Repackaging the same content over and over can harm your audience’s perception of your brand, so it’s better to refrain from doing it.
• Go overboard on imagery. You don’t want to wind up confusing or distracting your target audience. Keep it as concise as possible for a clearer understanding.
• Remove audio and text just for the sake of having a 100% visual story. Audio and text are helpful tools — don’t abandon them just to keep things visual.

Every decision you make should be focused on making your story clearer and more compelling. A presentation design choice might seem appealing because it’s dynamic or eye-catching, but if it doesn’t support the narrative at all, it could wind up just being a distraction.

Do’s and Don’ts of Visual Storytelling

Although there’s room for experimentation with visual storytelling, digital marketers should stick to the basic fundamentals — at least at first. You have to learn the rules before you can break them, after all.

Follow these visual storytelling do’s and don’ts to get produce the best content:

• Start by crafting an interesting story that will appeal to your audience.
• Chase viral memes.
• Shoehorn a narrative into a specific visual idea.
• Prioritize style over substance.
• Repackage the same story across every visual media format (unless they’re a good match).
• Go overboard on imagery and wind up confusing or distracting your target audience.
• Remove audio and text just for the sake of having a 100% visual story.

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Visual Storytelling Examples

A visual story, or a visual narrative, is told primarily through visual content. Emphasis on the primarily — otherwise you’re left with photography and silent film.

Some of the more visual-heavy examples in content marketing include photo-based case studies, videos and 2D and 3D animations. In general, though, online visual stories typically weave imagery and narrative together to get the best of both worlds. An online photo essay will usually have text captions to add context. Videos will often incorporate text and/or voiceovers.

What’s more, video and text help each other out. A short, keyword-rich blog post or concise landing page will make your new video easier to find on the web. Conversely, your text-heavy white papers, case studies and eBooks will rely on visual media to help tell the story or accentuate certain aspects of the information.

The key to creating strong multimedia content is to understand the impact that different visual mediums have on your audience, and how and when to use each:

Photos might be used as part of a visual case study on your website or blog. They could be used in a Facebook album to document your company’s recent attendance at a conference. They can be a literal interpretation of something described in the accompanying copy, or they might symbolize a concept (e.g., “Is your vendor’s lack of attention making you feel like the man on the moon?”). Alternatively, a single photo could stand alone on a visual social media platform such as Instagram. Heck, you can even use an embed of an existing Instagram photo within a blog post.

The picture above is arguably one of the most famous examples of photography used as visual storytelling, titled Migrant Mother. Captured by famed photographer Dorothea Lange in 1936, this picture documented the effects of the Great Depression on U.S. families. This photo conveys the worry, hunger and despair of the Great Depression without the need for any additional words.

Memes have taken over social media in the last few years, and brands are finally beginning to recognize the power these unique and humorous images truly have. Using memes, which often have a layered language of their own, can capture the attention of younger demographics quickly and attract them to your brand. Take a look at the below example:

Many people will not relate to this particular meme, which is fine, and it’s sort of the whole point of a good meme. It takes a recognizable visual aid (Boromir from LOTR) and then makes it relatable to a specific audience, in this case, someone who might be trying to set up a PHP server.

Don’t have time to create a video or animation? Use a GIF to capture the emotion you want your audience to feel when interacting with your brand.

This GIF admittedly makes very little sense. But it’s somehow mesmerizing, and in context to an article about proper cat care, it might actually be appropriate. There’s a whole world of GIFs out there that express all sorts of sentiments and ideas. Embed them into your 1,500-word blog posts, share them on your social media channels, maybe with a sentence or two of context that ties it to your brand, or maybe not. Sometimes taking a break from business boosts engagement.

Custom Images

The purpose of a custom illustration or custom image is to combine a small amount of text with a photo or graphic in such a way that they complement each other and get a clear point across. Case in point, eliminating the copy or the photo from this image would kill the effect. You need them both to see the humor. Granted, the example above isn’t actually selling anything, but it still illustrates the dynamism of an image that’s been doctored through graphic design.

Custom illustrations are great alternatives to stock photography. Design them with your brand colors and visual aesthetics to really tag your content and make it stand out from the crowd.

Graphs and Charts

The above is a great example of using visual media to convey information in an organized manner. It’s informative (tells us what America’s favorite type of pie is), entertaining (because it’s a “pie” chart) and also just aesthetically pleasing. This would go great with a blog post about people’s pie-eating preferences and a scoop of vanilla ice cream.

Video is a great way to demonstrate the value of your products or services. Getty Images’ short video, “Nosferatu, the Nonsilent Film,” dubbed original footage from the silent film “Nosferatu” with stock music, sound effects and voices. Essentially, they gave us a humorous product demo in video format. Cleverly done.

Rather than spending money on filming and editing original video content, you could work with graphic designers who have the wizardry to create an immersive visual world using nothing but software, brand guidelines and their own imaginations. Or if you want to get real creative, you can even take a page out of A-Ha’s book and do an animation-video crossover. The beauty of animation is that it can be highly stylized. Every detail, from how you portray facial features, to the proportions of your newly created world can be used to say something about your brand.

Infographics

Last but definitely not least, infographics are highly shareable, engaging assets that belong at the top of the funnel in any content marketing strategy. They come in all shapes and sizes and use a variety of clever techniques to visually represent information. The example above correlates cigarette length to federal tax collections in billions of dollars. The one below (a snippet from a bigger graphic by movehub, available here ) uses a map, colors and a legend to show the cost of living throughout the world. (Who knew Greenland was so expensive?)

How To Become a Better Visual Storyteller

Visual storytelling can seem daunting at first, which is understandable. To do it right, you have to deftly weave together different media formats and communicate with your audience sometimes without saying a word. We’re not all natural-born visual storytellers, but that’s OK. By following a few simple guidelines, anyone can craft a compelling visual narrative.

Start With a Good Story

That may sound obvious, but a lot of marketers fall into the trap of trying to reverse engineer a narrative around a particular visual element. Piggybacking off a meme or GIF that’s gone viral could blow up in your face if the underlying story doesn’t really land with your audience. It could just come across as a desperate attempt to look trendy.

Always remember that the imagery should serve the story. Compelling visuals won’t have the same punch if your underlying message doesn’t shine through.

Lean on Tried-and-True Storytelling Techniques

Marketing-based storytelling has to follow the same rules that drive our favorite movies, TV shows and books forward. “Star Wars” has just as much in common with “Beowulf” as it does with “Flash Gordon,” and that’s because it relies on narrative structures that have stood the test of time.

Be sure your visual content is built on top of these fundamental storytelling techniques:

• Conflict: Every good story has an obstacle that needs to be overcome. The more your audience can relate to the conflict, the more your message will resonate with them. That’s why case studies are often so compelling to potential customers.
• Structure: From Aristotle to Dan Harmon, storytellers throughout history have adhered to structural templates to give their narratives momentum. It’s not just about having a beginning, middle and end, mind you; every part of your visual story should be meaningful and help propel the narrative toward its climax and conclusion.
• Simplicity: Don’t overcomplicate it. Often, the stories that leave the biggest impact can be summed up in one or two sentences. “The Odyssey” is just about a guy trying to get home. If you find your visual story is bringing in too many threads, try paring things down to get back to your core message. That goes for design too. Overly detailed or complex visual elements could be distracting and draw attention away from more pertinent points of interest.
• Contrast: Silent film stars like Charlie Chaplin and Buster Keaton were masters of using contrasting images to tell a visual story. A more modern example (if a 35-year-old movie counts as modern) would be the malt shop showdown between Marty McFly and Biff in “Back to the Future.” You can just barely see Marty’s eyes nervously peek out from behind Biff’s looming shoulders, but that’s all you need to realize how outmatched he is.
• Size: Alfred Hitchcock is virtually unparalleled when it comes to using visuals to build suspense. One of his basic filmmaking rules was to draw viewers to important objects on the screen by making those items bigger than everything else. Sounds simple, but it’s effective when telling a story with images and animations.

Pair the Right Visual Media With Your Message

Consider the medium that’s best suited for telling your particular story. Do you want to highlight the tangible ROI of your services, complete with hard data and statistics? Then an infographic is probably your best bet. Alternatively, if you’re looking to introduce potential customers to your complex B2B services, a short animation may be the way to go.

Storytelling Tools To Get You Started

Even if you don’t have a design, animation or video team on staff, you can still create your own visual stories with the help of online tools and software applications. These storytelling tools can turn any digital marketer into an effective visual storyteller:

• Ceros: This platform uses a simple interface so marketers of all walks of life can craft animations, infographics and other visual designs with relative ease. Cero’s also has an entire blog dedicated to storytelling examples. You can see what other brands have created using the platform , providing a little extra inspiration.
• Adobe Spark: It might require a little more design know-how than some other options, but Adobe Spark has tons of features to create high-caliber, professional visual media . The active and supportive community can help answer questions and show you the ropes.
• Canva: Build your own visual designs with this easy-to-use platform . Its drag-and-drop interface lets you create custom images using templates or from scratch.

And That’s a Wrap!

There are plenty of other ways to use visual media to tell a story that we haven’t covered. There are also crossover-content formats such as eBooks (we like to think of these as picture books grownups read at work) and white papers (more text-heavy, but with nice iconography, graphs and other visual aids).

But we’d have to create a novel to go into the level of detail that visual storytelling truly deserves. So this will have to suffice for now.

Besides, we think you get the picture, and if not, well …

Jeff Keleher

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Jeff Keleher is a writer and editor at Brafton. A man of simple tastes, he enjoys playing guitar, playing video games and playing with his dog - sometimes all at once. He still hasn't gotten over Illinois' loss in the 2005 NCAA National Championship game, and he probably never will.

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How to give a good presentation that captivates any audience

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What are the main difficulties when giving presentations?

How to create an effective presentation, after that, how do i give a memorable presentation, how to connect with the audience when presenting.

If you’ve ever heard someone give a powerful presentation, you probably remember how it made you feel. Much like a composer, a good speaker knows precisely when each note should strike to captivate their audience’s attention and leave them with a lasting impression.

No one becomes a great public speaker or presenter without practice. And almost everyone can recall a time one of their presentations went badly — that’s a painful part of the learning process.

Whether you’re working within a small creative team or a large organization, public speaking and presentation skills are vital to communicating your ideas. Knowing how to present your vision can help you pitch concepts to clients, present ideas to your team, and develop the confidence to participate in team meetings.

If you have an upcoming presentation on the horizon and feel nervous, that’s normal. Around 15-30% of the general population experience a fear of public speaking . And, unfortunately, social anxiety is on the rise, with a 12% increase in adults over the last 20 years . 

Learning how to give a good presentation can dismantle your fears and break down these barriers, ensuring you’re ready to confidently share your point of view. 

It’s the week before your presentation, and you’re already feeling nervous . Maybe there’ll be an important mentor in the room you need to impress, or you’re looking for an opportunity to show your boss your value. Regardless of your countless past presentations, you still feel nervous. 

Sharing your vision and ideas with any sized group is intimidating. You’re likely worrying about how you’ll perform as a presenter and whether the audience will be interested in what you offer. But nerves aren’t inherently negative — you can actually use this feeling to fuel your preparation.

It’s helpful to identify where your worries are coming from and address your fears. Here are some common concerns when preparing for an upcoming presentation:

Fear of public speaking: When you share your ideas in front of a group, you’re placing yourself in a vulnerable position to be critiqued on your knowledge and communication skills . Maybe you feel confident in your content, but when you think about standing in front of an audience, you feel anxious and your mind goes blank.

It’s also not uncommon to have physical symptoms when presenting . Some people experience nausea and dizziness as the brain releases adrenaline to cope with the potentially stressful situation . Remember to take deep breaths to recenter yourself and be patient, even if you make a mistake.

Losing the audience’s attention: As a presenter, your main focus is to keep your audience engaged. They should feel like they’re learning valuable information or following a story that will improve them in life or business.

Highlight the most exciting pieces of knowledge and ensure you emphasize those points in your presentation. If you feel passionate about your content, it’s more likely that your audience will experience this excitement for themselves and become invested in what you have to say.

Not knowing what content to place on presentation slides: Overloading presentation slides is a fast way to lose your audience’s attention. Your slides should contain only the main talking points and limited text to ensure your audience focuses on what you have to say rather than becoming distracted by the content on your slides.

Discomfort incorporating nonverbal communication: It’s natural to feel stiff and frozen when you’re nervous. But maintaining effective body language helps your audience stay focused on you as you speak and encourages you to relax.

If you struggle to incorporate body language into your presentations, try starting small by making hand gestures toward your slides. If you’re working with a large audience, use different parts of the stage to ensure everyone feels included. 

Each presenter has their own personal brand and style. Some may use humor to break the ice, while others might appeal to the audience’s emotional side through inspiring storytelling. 

Watching online presentations, such as TED talks, is an excellent way to expose yourself to various presentation styles and develop your own. While observing others, you can note how they carry themselves on stage and learn new ways to keep your audience engaged.

Once you’ve addressed what’s causing your fears, it’s time to prepare for a great presentation. Use your past experience as inspiration and aim to outshine your former self by learning from your mistakes and employing new techniques. Here are five presentation tips to help you create a strong presentation and wow your audience:

1. Keep it simple

Simple means something different to everyone.

Before creating your presentation, take note of your intended audience and their knowledge level of your subject. You’ll want your content to be easy for your intended audience to follow.

Say you’re giving a presentation on improving your company’s operational structure. Entry-level workers will likely need a more straightforward overview of the content than C-suite leaders, who have significantly more experience. 

Ask yourself what you want your audience to take away from your presentation and emphasize those important points. Doing this ensures they remember the most vital information rather than less important supporting ideas. Try organizing these concepts into bullet points so viewers can quickly identify critical takeaways.

2. Create a compelling structure

Put yourself in your audience member’s shoes and determine the most compelling way to organize your information. Your presentation should be articulate , cohesive, and logical, and you must be sure to include all necessary supporting evidence to strengthen your main points.

If you give away all of your answers too quickly, your audience could lose interest. And if there isn’t enough supporting information, they could hit a roadblock of confusion. Try developing a compelling story that leads your audience through your thought processes so they can experience the ups and downs alongside you. 

By structuring your presentation to lead up to a final conclusion, you’re more likely to keep listeners’ attention. Once you’ve reached that conclusion, you can offer a Q&A period to put any of their questions or concerns to rest. 

3. Use visual aids

Appealing to various learning styles is a great way to keep everyone on the same page and ensure they absorb your content. Visual aids are necessary for visual learners and make it easier for people to picture your ideas.

Aim to incorporate a mixture of photos, videos, and props to engage your audience and convey your key points. For instance, if you’re giving a presentation on anthropology subject matter, you could show your audience an artifact to help them understand how exciting a discovery must have been. 

If your presentation is long, including a video for your audience to watch is an excellent way to give yourself a break and create new jumping-off points for your speech.

4. Be aware of design techniques and trends

Thanks to cutting-edge technology and tools, you have numerous platforms at your disposal to create a good presentation. But keep in mind that although color, images, and graphics liven things up, they can cause distraction when misused.

  Here are a few standard pointers for incorporating visuals on your slides: 

• Don’t place blocks of small text on a single slide
• Use a minimalistic background instead of a busy one
• Ensure text stands out against the background color
• Only use high-resolution photos
• Maintain a consistent font style and size throughout the presentation
• Don’t overuse transitions and effects

5. Try the 10-20-30 rule

Guy Kawasaki, a prominent venture capitalist and one of the original marketing specialists for Apple, said that the best slideshow presentations are less than 10 slides , last at most 20 minutes, and use a font size of 30. Following this strategy can help you condense your information, eliminate unnecessary ideas, and maintain your audience’s focus more efficiently.

Once you’re confident in creating a memorable presentation, it’s time to learn how to give one. Here are some valuable tips for keeping your audience invested during your talk: 

Tip #1: Tell stories

Sharing an anecdote from your life can improve your credibility and increase your relatability. And when an audience relates to you, they’re more likely to feel connected to who you are as a person and encouraged to give you their full attention, as they would want others to do the same.

Gill Hicks utilized this strategy well when she shared her powerful story, “ I survived a terrorist attack. Here’s what I learned .” In her harrowing tale, Hicks highlights the importance of compassion, unconditional love, and helping those in need.

If you feel uncomfortable sharing personal stories, that’s okay. You can use examples from famous individuals or create a fictional account to demonstrate your ideas.

Tip #2: Make eye contact with the audience

Maintaining eye contact is less intimidating than it sounds. In fact, you don’t have to look your audience members directly in their eyes — you can focus on their foreheads or noses if that’s easier.

Try making eye contact with as many people as possible for 3–5 seconds each. This timing ensures you don’t look away too quickly, making the audience member feel unimportant, or linger too long, making them feel uncomfortable.

If you’re presenting to a large group, direct your focus to each part of the room to ensure no section of the audience feels ignored. 

Tip #3: Work on your stage presence

Although your tone and words are the most impactful part of your presentation, recall that body language keeps your audience engaged. Use these tips to master a professional stage presence:

• Speak with open arms and avoid crossing them
• Keep a reasonable pace and try not to stand still
• Use hand gestures to highlight important information

Tip #4: Start strong

Like watching a movie trailer, the first seconds of your talk are critical for capturing your audience’s attention. How you start your speech sets the tone for the rest of your presentation and tells your audience whether or not they should pay attention. Here are some ways to start your presentation to leave a lasting impression:

• Use a quote from a well-known and likable influential person 
• Ask a rhetorical question to create intrigue
• Start with an anecdote to add context to your talk 
• Spark your audience’s curiosity by involving them in an interactive problem-solving puzzle or riddle

Tip #5: Show your passion

Don’t be afraid of being too enthusiastic. Everyone appreciates a speaker who’s genuinely excited about their field of expertise. 

In “ Grit: The Power of Passion and Perseverance ,” Angela Lee Duckworth discusses the importance of passion in research and delivery. She delivers her presentation excitedly to show the audience how excitement piques interest. 

Tip #6: Plan your delivery

How you decide to deliver your speech will shape your presentation. Will you be preparing a PowerPoint presentation and using a teleprompter? Or are you working within the constraints of the digital world and presenting over Zoom?

The best presentations are conducted by speakers who know their stuff and memorize their content. However, if you find this challenging, try creating notes to use as a safety net in case you lose track.

If you’re presenting online, you can keep notes beside your computer for each slide, highlighting your key points. This ensures you include all the necessary information and follow a logical order.

Tip #7: Practice

Practice doesn’t make perfect — it makes progress. There’s no way of preparing for unforeseen circumstances, but thorough practice means you’ve done everything you can to succeed.

Rehearse your speech in front of a mirror or to a trusted friend or family member. Take any feedback and use it as an opportunity to fine-tune your speech. But remember: who you practice your presentation in front of may differ from your intended audience. Consider their opinions through the lens of them occupying this different position.

Tip #8: Read the room

Whether you’re a keynote speaker at an event or presenting to a small group of clients, knowing how to read the room is vital for keeping your audience happy. Stay flexible and be willing to move on from topics quickly if your listeners are uninterested or displeased with a particular part of your speech.

Tip #9: Breathe

Try taking deep breaths before your presentation to calm your nerves. If you feel rushed, you’re more likely to feel nervous and stumble on your words.

The most important thing to consider when presenting is your audience’s feelings. When you approach your next presentation calmly, you’ll put your audience at ease and encourage them to feel comfortable in your presence.

Tip #10: Provide a call-to-action

When you end your presentation, your audience should feel compelled to take a specific action, whether that’s changing their habits or contacting you for your services.

If you’re presenting to clients, create a handout with key points and contact information so they can get in touch. You should provide your LinkedIn information, email address, and phone number so they have a variety of ways to reach you. 

There’s no one-size-fits-all template for an effective presentation, as your unique audience and subject matter play a role in shaping your speech. As a general rule, though, you should aim to connect with your audience through passion and excitement. Use strong eye contact and body language. Capture their interest through storytelling and their trust through relatability.

Learning how to give a good presentation can feel overwhelming — but remember, practice makes progress. Rehearse your presentation for someone you trust, collect their feedback , and revise. Practicing your presentation skills is helpful for any job, and every challenge is a chance to grow.

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Elizabeth Perry, ACC

Elizabeth Perry is a Coach Community Manager at BetterUp. She uses strategic engagement strategies to cultivate a learning community across a global network of Coaches through in-person and virtual experiences, technology-enabled platforms, and strategic coaching industry partnerships. With over 3 years of coaching experience and a certification in transformative leadership and life coaching from Sofia University, Elizabeth leverages transpersonal psychology expertise to help coaches and clients gain awareness of their behavioral and thought patterns, discover their purpose and passions, and elevate their potential. She is a lifelong student of psychology, personal growth, and human potential as well as an ICF-certified ACC transpersonal life and leadership Coach.

6 presentation skills and how to improve them

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The Benefits of Good Presentation Storytelling

• By: Kelly Allison

There are a lot of tips and techniques you can take advantage of to make a killer presentation. You can come up with valuable content, share interesting data, and make beautiful infographics. Nothing will engage your audience and drive it to action more than a compelling story. This article will explore the benefits of good presentation storytelling that needs to shine in your deck.

Storytelling Creates an Immersive Experience

There are a few reasons that presentation storytelling makes such a major impact. One big reason is that a good narrative will tap into the emotions of your audience and allow them to relate and empathize with the message you’re trying to convey much more than facts and figures alone.

That’s because, according to the New York Times , when we’re told stories, our brains often don’t differentiate fact from fiction; instead, we tend to immerse ourselves in the stories as though we’re part of them. This, in turn, makes it easier for us to connect to any given idea and empathize with both the message and the person telling the story.

Storytelling Inspires Audiences to Take Action

Humans have a tendency to be driven by their emotions. According to Jane Praeger , a strategic storytelling professor at Columbia University’s Strategic Communications and Communications Practice program, “[We] like to believe we are logical, but in fact we use data and facts to post-rationalize the decisions our emotions have already driven us to make.”

Therefore, using a strong narrative to tap into the emotions of your audience is a great technique for compelling action. And it’s one you can use in any presentation, no matter how dry the data or content is that you’re sharing.

Let’s say you’re presenting about a new product. Rather than focus solely on its features and capacities, walk your audience through how the product came to be. Discuss any setbacks, trials and tribulations, and the defining moments. This will allow your audience to feel more connected to the product and increase their desire to buy it.

Storytelling Makes Your Presentation More Memorable

You can put hour after hour into your preparations, but if no one remembers what you present, all of that time and effort is for nothing. This is where presentation storytelling can step in to help.

Weaving a narrative into your deck is one of the most effective presentation techniques. Ensure your time doesn’t go to waste and that your audience remembers your message. In fact, according to Jennifer Aaker , a professor at the Stanford Graduate School of Business, “stories are remembered up to 22 times more than facts alone.”

Think about it this way: let’s say you watched two presentations about the benefits of meditation.

The first presentation shared health statistics, an analysis of what happens to the brain before and after meditating, and improvements one can hope to gain after practicing it.

The second presentation includes the same information. But the presenter gave a personal account of how their depression made them question whether they wanted to live at all. Meditation changed that completely.

Which one are you more inclined to remember? Of course it’s the one with the compelling story behind it.

Now that you know the benefits of good storytelling, are you ready to elevate your presentation game to the next, next level? Then check out this presentation training we’ve designed to help you do just that.

Kelly Allison

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