Building Compelling Storylines

Most listeners give a communicator a mere 30 seconds to set a message direction for their storyline. How can you quickly set the hook? Today’s podcast focuses on strategies to frame a message quickly to keep the listener involved and engaged. This episode of the Forward Thinking Podcast features FCCS SVP of Marketing and Communications Stephanie Barton, and Hurst Williamson, author and Head of Sales and Executive Coach at Sally Williamson & Associates. Their conversation addresses the art and science of storytelling, its place in business communications, and how to begin mastering the skill of storytelling. 

 

Episode Insights Include:

Storytelling as a critical leadership skill

• Storytelling is the best way to make sure someone can repeat back to you your own message.

• There are two key parts to storytelling that make a story stick. 

• Content and style both matter in your message. 

• People will form 11 impressions of you in 7 seconds. 

• A listener can’t separate your content and your style. 

 

Common communication mistakes

• Just because you said it, doesn’t mean they heard it. 

• A truly important message should not only be said once. 

• Authenticity in communication is essential. 

• You cannot talk your way around authenticity with your listeners. 

• You’re not communicating until the listener understands. 

 

Starting with context

• Why does your solve make sense? 

• If a listener doesn’t understand why a conversation is happening, they can’t hear why you are offering solutions. 

• Setting the stage is essential to a successful conversation. 

• Flexible frameworks are ideal, rigid scripts simply don’t work. 

• Questions shouldn’t trip you up no matter which slide you’re on. 

 

Building connection through communication

• Authenticty allows a leader to bridge challenging gaps. 

• Hard conversations can be made easier with connection. 

• There has to be a balance between empathy and business stragety. 

• Communication will help you get an an unhappy listener to a place of understanding. 

• Empathy and a clear message are key points of communication. 

 

Mastering the Q & A session 

• Q & A is the most important part of your message because it’s the last thing the listener hears. 

• You can establish yourself as a thought leader in the Q & A. 

• Take ownership of each question and decide which parts of it you’re going to answer. 

• Your responses in a Q & A is critical to your credibility. 

 

Simple first steps

• Consider your intention behind being an effective storyteller. 

• Your intent will make an impact every time.

• Ask for feedback and whether your listeners actually understand you. 

 

This podcast is powered by FCCS.

 

Resources

 

Connect with Cameron Burford – Cameron Burford

 

Get in touch – [e-mail]

 

“Storytelling is the best way to make sure someone can repeat back to you your own message.” — Hurst Williamson

 

“Communication is a lifelong journey.” — Hurst Williamson

 

“Communication allows a listener to understand the thinking behind it.” — Hurst Williamson

 

“These are the moments when you can build the most trust with your listeners.” — Hurst Williamson

 

“Your intent will make an impact every time.” — Hurst Williamson