![]() ![]() Common ground helps create empathy if an audience can relate to the story you are telling them, they’ll empathize with you and may begin to care.” In explaining how to identify your target audience, Nancy says, “Make sure you find common ground with the people to whom you’re presenting. Nancy Duarte is founder of Duarte, a firm that helps businesses realize the power of persuasive visual stories and presentations. ![]() Really understanding who you are talking to is a crucial first step in your storytelling journey. Try to determine if there are any shared experiences to highlight. Find out what topics interest your target audience or what other brands or people they trust. Knowing your audience’s pain points and what they value and what they don’t will help you tell the right story. Also included are insights gathered from business storytelling professionals’ websites that give more perspective on how to put the tips to work. To help deliver impactful stories during your next presentation, take a look at these useful tips. So whether delivering training about a complex idea, proposing a solution to prospective customers, or presenting a business plan for a new start-up, you’ll want to brush up on your storytelling techniques. However, despite studies on this topic showing how well-crafted stories can be more memorable and persuasive, the value of this art has not been completely accepted or practiced. Using storytelling as a tool in the business world is gaining lots of traction. Hasson concludes that an effective storyteller causes the neurons of an audience to closely sync with the storyteller’s brain, which has significant implications for presenters. Even more surprising, the storyteller’s brain activity was studied while telling the story and also synched with the listeners. Similarly, listening to random scrambled words from the story or entire sentences cited out of order also did not reach very deep in the brain. For example, when the story recording was played backwards, the brains showed some alignment of neural responses only in the auditory cortices. This deep alignment did not happen during other tests in the study. ![]() Once the story began, the brain activity of the listeners synced up on a deep level, and “neural entrainment” spread across all brains in higher-order areas including the frontal cortex and the parietal cortex. Using f unctional magnetic resonance imaging (fMRI), Hasson and team scanned the brain activity of several participants while they listened to a story. Neuroscientist Uri Hasson of Princeton University is just one expert who has done research showing the effects of storytelling on the brain. In fact, many scientists believe that humans are hardwired for storytelling. Listeners stay tuned wanting to know more about the journey unfolding, keeping their attention engaged and imaginations active. ![]() A good story engages various parts of the brain and draws people in, grabbing their emotions, evoking empathy with the characters, and allowing them to visualize the story elements. It is an age-old tradition passed down for generations to help others understand backgrounds, beliefs, and experiences. Who doesn’t enjoy a good story? Storytelling is a natural form of communication that is used in every culture. ![]()
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