The Art of Storytelling:Technique for Effective Communication

 

By Olumide Labulo 

Effective communication and storytelling are two sides of the same coin. While storytelling has its roots in oral traditions as an ancient art form used for centuries to convey messages, share experiences, and connect with others; effective communication is crucial in conveying published facts to various audiences for the sake of clarity.There is no gainsaying that one is more important than the other but there is a need to stress that storytelling as a powerful tool for connection, and inspiration has formed the threshold for effective communication in today's world.

For starters, research has shown that storytelling is a powerful tool for learning and retention through the show but don't tell technique. When we hear a story where words are descriptively used to create images in our minds, our brains process the information more effectively than when we are presented with facts and figures. This is because stories activate the brain's emotional centres that help us feel pleasure and reward, making the information more memorable and engaging.

In today's business world, storytelling is a valuable tool that companies use to create brand awareness and not just connect with their customers but motivate their thoughts and actions to act in accordance with their sales expectations through relatable stories that promote the essence of their brands. 

Likewise motivational speakers. Honestly, I am yet to see a group of people that understand the efficacy of storytelling. They use this tool masterfully to drive personal growth and development in people by sharing personal experiences and other people's relatable experiences. This technique opens people up to process their own experiences, gain insights, and develop a greater understanding of themselves and their challenges.

For storytelling to be effective in communication, your voice or style must be authentic enough to provide a framework for your story and make it easier to follow and understand through descriptive language and sensory details that help to create an immersive experience. Additionally, non-verbal cues such as body language and facial expressions can convey just as much information as spoken words but allowing your audience to participate by predicting the next thing through open-ended questions always keeps them engaged.