Storytelling is as old as humanity itself. Before the advent of paper and ink, stories were passed on from generation to generation. Sitting around telling stories was a way of passing history and sharing wisdom. I recall my grandfather’s wonderful stories about the horse that tried to get away and how he wrangled that mare into submission and got her to “simmer down” and fall in line with the rest of the horses on the family farm.

Evolving from the oldest form of communication, cave drawings transitioned to the spoken and then written word over time. It has since advanced to electronic mediums and through song, dance, cinematic treatments, and live theater. Living here in New York, I get numerous opportunities to see live theater and experience the telling of story in a multi-media treatment that includes song, dance, projected images, live performance, and other high-tech ways of bringing the story to life for the audience.

Effective storytelling is achieved by a number of devices, techniques, and processes. Back to that Google Search on what makes a compelling story. The results show some common themes.

• A story must have a purpose. Otherwise, you are just speaking to be heard. When a CEO presents a concept to their company, the purpose is to motivate the team and increase the bottom line. To do this, the CEO sets the foundation with a story. It defines the why.
  
• The story has to be geared toward a specific audience. Storytelling builds a relationship with the listener. Should your audience be software engineers, talking about baking cookies will probably not fly (I suppose this does depend on how well you tell a story.).

• A story should connect you, your product, and your audience. Compelling stories resonate with the listener and evoke emotion. Pull your audience into the story by emphasizing what’s in it for them.

• Cater your story to the medium you are using. You can use facial features and gestures to get your point across should you tell a story in person (or through a video). Use personal narratives and visual representation in the event you tell a story through email or print. Grab the audience’s attention and leave a lasting impression.

• To sell a story, the most compelling message tends to come from your heart. You are the storyteller, and you are what makes the story authentic.