Stories Show The Way, Facts Lead You Astray

Karen's shoulders had the hunched-over look of the perpetually overworked. Her mouth was tight and her eyes reflected tension and anxiety. She was in my carryout restaurant to order a platter of 50 chicken salad sandwiches for a meeting. Everything had to be just right because the big boss from her company would be there. I assured her we would do our part.

Two days later Karen walked in with more than tension on her face. It was dark and stormy, and she looked defeated. It turned out that among the 50 chicken salad sandwiches on beautiful, flaky croissants, there was one sandwich that included a small chicken bone. And as fate would have it that was the very sandwich the boss had bitten into. Karen was humiliated and furious at me.

My heartfelt apologies did nothing to relieve the humiliation she felt and I never saw her again. Although we served hundreds of chicken salad sandwiches every day without a bone in any of them, in Karen's mind this was the only one that counted."

Do you think about what counts to your clients and to your audiences? I tell this story as an illustration of how committed I am to putting the audience first. If you do nothing else as you prepare for a presentation, do this-speak to the audience about what they want to hear.

Karen's story, with descriptive words that evoke her state of tension and anxiety, grabs the audience's attention. I could start a talk about customer service or about putting the audience first, with my key points and then tell the story. Doing that is not nearly as impactful as opening with the story.

Key points are the meat of your presentation. They give the audience direction, instructions, or solid information. You are much more likely to help the audience remember your key points when you precede those points with a story that illustrates the key point you are about to make.

If you follow my Speech Development System, you'll see that I place stories, quotes, amazing statistics, visual aids (not slides) and examples from popular culture leading up to the key points. Business presenters always think about supporting their points. You're knowledgeable about your services, your products, your technology and your industry. Facts and figures, case studies and data are easily found through the internet. Yet all of this may get in the way of the speaker-audience connection that is necessary to inspire a response to the call-to-action. Instead, lead up to your points with stories

Stories show the way; facts lead you astray. Remember these three simple steps to craft your stories:

1 - Adjectives attract. Use words that stimulate the emotional center of your audiences' brains.

2 - Cut to the chase. Incorporate only the facts or details that are critical to the meaning of the story.

3 - Trust the truth. Use stories from your own experience. These are always unique because there is only one 'you' and you'll be able to relive the moment when you are presenting the story.

Susan G. Trivers, MBA is a consummate presentation skills coach with hundreds of confident, creative clients who have learned how to engage their audiences. Start with Susan's two fundamental principles: Put the Audience First and Be Yourself, Polished. Add effective leading (not supporting) materials to your key points, craft excellent stories, and add engagement activities and you'll raise your career profile.
The Red-Hot Guide to COOL Speaking - Craft and Deliver presentations that are Creative, Original, Outsized & Liberated is Susan's easy-to-use, apply-it-now e-book that answers all your questions about standing out when you're standing up in front of an audience. It includes the Speech Development System on page 19 and is available at http://www.susantrivers.com/store.php