The science of storytelling

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The experience of listening to a story rich in detail and full of metaphor with relatable characters carries our imagination into the plot. Stories inspire, engage, push us to act on our dreams and ambitions and shape our beliefs. Stories make us human.

However, even the most entertaining ideas escape notice if they don’t appeal to an audience. We share stories with our friends, family and colleagues to persuade, share experiences, and inspire. So how can you make your story memorable?

There is a science to storytelling. No matter what message you want to get across, sharing a story connects with the audience emotionally, making it memorable. Even the most famous writers honed their craft down to a process, but it doesn’t mean you have to follow a specific outline.

Here are some steps to improve your storytelling game.

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1. Have a clear message

Think about your audience and the central message you want them to remember. Embrace conflict in your story. What was the conflict, and how did your main character overcome it? What did your main character take away from the conflict? Resolving a conflict makes your story relatable and connects to your audience.

2. Don’t think, feel

The message should resonate with the audience’s emotions. Someone delivering a groundbreaking message misses the mark if the audience doesn’t listen. Think about your audience and how you want to share your message with them. A proposal to high-level executives for a project may leverage other successful companies with similar projects. On the other hand, a pep talk to a small team after a failure may highlight a previous struggle.

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3. Plot structure: Beginning, middle and end

Back to school. Your story needs a beginning, a middle and an end. It needs an introduction to a problem, a climax (the highest point of tension, a turning point, sometimes a twist) and a resolution. Suspense keeps your audience engaged.

4. Add personality

Your personal experiences should shape your story, even if you’re not the main character. Some might suggest you avoid making yourself the hero. Outlaw corporate-speak and jargon. Write like people talk.

5. Narrow your sentences

Less is more. Risk losing your audience when you write long, lavish sentences. Adding too much detail robs the audience of the chance to use their imagination. On the other hand, don’t be too direct or fail to give your audience enough information. Find that sweet spot between lackluster and info-dumping.

Put it to the test. Write some stories and share them with your fan club. Remember, practice makes perfect. Start with a small group of close friends or family members, taking mental notes of what keeps their attention and what doesn’t. Expand your horizons with your new knowledge. Storytelling is like any other muscle. The more you use it, the better you get.