The Art of Storytelling: Weighing Your Words

The 1 Mistake in Storytelling

People talk a lot. Sometimes effortlessly. Yet, they don’t realize the negative consequences until it's too late. This is the #1 mistake that kills great storytelling.

In the world of communication, clarity is king. If you can’t deliver an elevator pitch in 30 seconds or less, executives will tune you out or even interrupt you.

There is a popular Yiddish proverb that I share with my clients: Words should be weighed, not counted.

Weigh Your Words

When telling stories in the workplace, remember that you don’t have the luxury of speaking for five minutes. People are already burdened with too many meetings and action items to fully concentrate throughout your entire story. You’re asking too much from your audience.

You’d be surprised how impactful a 60-second story can be. It’s punchy and direct, which means your audience is more likely to follow along and retain your message.

Storytelling is not a competition of words; it’s about connection. You must weigh your words. After a certain point, there is a diminishing return on the words you say in the story. That is why I teach my clients how to tell 60-90 second stories.

The 55/38/7 Rule of Communication

In storytelling, the 55-38-7 rule of communication is crucial. Professor Albert Mehrabian from UCLA coined this rule to describe how people communicate emotions and feelings. He found that:

• Body language accounts for 55% of impact

• Paralinguistics (how you say the words) is 38%

• Words are only 7%

  
  
  
  

This doesn’t mean that all communication is 55% body language, etc. It means that body language is extremely important when conveying feelings and emotions.

This is why you must choose the right words when you tell a story at work. Words that carry substance and meaning.

Start with these weighted words and cut out the fluff. Then, maximize the impact of these words by modifying how you say them:

• Speed

• Pitch

• Tone

• Volume

• Emotion

• Silence

  
  

Then, strategically layer in the right elements of body language that align with the emotions and feelings you are trying to convey:

• Facial expressions (eyes, mouth, forehead…)

• Gestures (hands, arms, legs...)

• Postures

  
  

Remember, the winning formula for storytelling is: Saying the right words + how you say the words + body language.

A Historical Application of Weighing Your Words

Now for some trivia.

Did you know there were two speakers at the Gettysburg Address on November 19, 1863?

U.S. President Abraham Lincoln spoke for just two minutes—272 words.

He was able to honor the fallen soldiers, redefine the purpose of the war, and envision a future of unity and freedom for the nation. Edward Everett preceded Lincoln. He spoke for two hours. But the world only remembers one of those addresses!

Here is a copy of Lincoln's address so you can see how brief it is:

Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposition that all men are created equal.

Now we are engaged in a great civil war, testing whether that nation, or any nation so conceived and so dedicated, can long endure. We are met on a great battle-field of that war. We have come to dedicate a portion of that field, as a final resting place for those who here gave their lives that that nation might live. It is altogether fitting and proper that we should do this.

But, in a larger sense, we can not dedicate—we can not consecrate—we can not hallow—this ground. The brave men, living and dead, who struggled here, have consecrated it, far above our poor power to add or detract. The world will little note, nor long remember what we say here, but it can never forget what they did here. It is for us the living, rather, to be dedicated here to the unfinished work which they who fought here have thus far so nobly advanced. It is rather for us to be here dedicated to the great task remaining before us—that from these honored dead we take increased devotion to that cause for which they gave the last full measure of devotion—that we here highly resolve that these dead shall not have died in vain—that this nation, under God, shall have a new birth of freedom—and that government of the people, by the people, for the people, shall not perish from the earth.

Do you want to leave a meaningful impact at work through your storytelling? Be concise. Choose words of weight. Use the 55/38/7 rule.

The Power of Storytelling in Leadership

Storytelling is more than just a skill; it’s an essential tool for leadership. When you master the art of storytelling, you unlock the potential to influence and inspire those around you.

Imagine walking into a meeting and captivating your audience with a story that resonates. You can create a shared vision, foster collaboration, and drive engagement. Your stories can bridge gaps and build connections that data alone cannot.

Crafting Your Narrative

To craft an effective narrative, start by identifying your core message. What do you want your audience to take away? Once you have that, build your story around it. Use relatable characters, challenges, and resolutions. Make it personal. Your audience will connect more deeply with your experiences.

Engaging Your Audience

Engagement is key. Ask questions. Invite feedback. Make your audience feel like they are part of the story. This interaction not only keeps them interested but also reinforces your message.

The Role of Authenticity

Authenticity is vital in storytelling. Share your genuine experiences, including failures and successes. Vulnerability can create trust and relatability. People are more likely to connect with a storyteller who is real and honest.

Conclusion

Until next time, keep your stories alive.

David Ghodsizadeh is the founder of Storytelling 4 Success, a business that teaches technical professionals and executives how to connect, lead, and inspire in the workplace through leadership storytelling. Everyone has a story to tell. Do you know how, why, where, and when to tell yours?