You must have had two weeks to think about how you fit into any of the categories of people who need stories in their business communications. We’re glad you’re back to learn how to use stories in your presentations, pitches, and business meetings and turn any message into a memorable story.

Whether you’re like Thomas, Cath, Sam, Sarah, or Charity (read previous post on categories of people who need stories), here’s how you can use stories in your business communications.

P.S.: You can use a mix and match of each tip even if it’s outside your category.

Let’s get straight into it.

1. The data-dense presenter

To connect with your audience, here’s how you can wrap your data in stories:

• Humanise your data: Use real-life examples or client testimonials to make your data more relatable. Share how your product solved your client’s problem.
• Simplify complex data: Break down your data into smaller, digestible pieces and use analogies or metaphors to make it more relatable.
• Highlight key takeaways with stories: Share a brief story or example that illustrates the significance of your data point.
• Appeal to emotions: Data tells. Stories sell. Highlight the human impact of the data, such as how it affects your audience.

Take a look at this.

Before: We launched our cobots for small businesses, resulting in a 20% increase in market share, a 25% boost in productivity, and a 30% reduction in labour costs. We partnered with 100 small businesses, held over 50 workshops, and achieved a customer satisfaction rate of 90%. By integrating AI, we tracked over 500,000 user interactions, improving engagement by 40%.

After: Meet Sarah, the owner of a small bakery. Before using our cobots, Sarah was overwhelmed with tasks, leading to long hours and frequent errors. By adopting our cobot solution, Sarah not only streamlined her operations but also found more time to focus on creativity and customer interaction. The numbers tell a powerful story. [Include bits of data here]. These metrics demonstrate the tangible impact of our cobots on small business operations. The impact of our cobots goes beyond numbers. It’s about the relief and joy on Sarah’s face when she can finally focus on her passion and the countless other success stories we’ve been a part of.

Read more: Data Storytelling – How to Use Data to Tell a Story That Excites Your Readers?

2. The abstract communicator

To go from abstract to engaging, here’s what you can do:

• Use concrete language: Use concrete and vivid details that your audience can engage with their senses.
• Use personification: Introduce characters who will role-play or personify your abstract ideas.
• Use visuals: Pictures tell a better story than words many times.
• Keep your story simple: Use a simple plot structure (beginning, middle, and end) so you don’t veer off to the highway of abstraction.

Take a look at this.

Before: We are a world-renowned, first-class, customer-centric provider of a range of upcycled denim products.

After: Imagine if your discarded denim can find a new life as a rug, toiletry bag, or coaster. I remember our first client Dorothy. She’d just lost her daughter to a road accident two months before the lockdown. She’d cleared out her daughter’s wardrobe but wouldn’t let go of the jeans because her daughter loved them so much. She wanted to preserve her memory and asked if I could help, and I did. I couldn’t help but feel bittersweet when I saw Dorothy’s face light up at the rug we made from her daughter’s old jeans. Dorothy was my neighbour and was the nicest, sweetest one to have.’

3. The numbers geek

Check out the tips for The Data-Dense Presenter. But here’s an example of what your presentations can look like.

Before: As your trusted banking partner, I’m pleased to announce that in the last quarter, we achieved a 12% increase in net profit, reaching $1.2 billion. Our loan portfolio expanded by 8%, totalling $15 billion, with a 0.5% reduction in non-performing loans to 1.8%. Thank you for your continued trust and partnership.

After: Jane is a small business owner who trusted our bank with her business finances. Thanks to our expanding loan portfolio, Jane was able to secure a loan that helped her business grow. Her story is just one of many of how our achievements positively impact the lives of our clients. Our loan portfolio expanded by 8%, totalling $15 billion, with a notable 0.5% reduction in non-performing loans to 1.8%. This means we are managing risks effectively while providing more opportunities for growth and support to our clients like Jane. The true essence of our work is reflected in the trust and satisfaction of our clients. Thank you for your continued trust and partnership.

Read more: Seven Types of Stories to Help You Connect with Your Audience

4. The expert speaker

Here’s how you can use stories to become more relatable.

• Use personal stories: As applicable, share personal stories of how your topic affects you or why you’re passionate about what you’re talking about. The caveat here is that it has to be relevant to the subject.
• Highlight real-world applications: How does your topic apply in the real world? How does it apply in your audience’s world? Always ask, ‘Why should they care?’
• Avoid technical jargon: They have no place in your presentations, except you can’t do without it. And when you do have to use it, simplify and make it relatable to your audience.

Take a look at this.

Before: I emphasise the critical role of enhanced oil recovery (EOR) techniques such as CO₂ injection and thermal recovery, combined with advanced reservoir characterisation and real-time drilling analytics, in optimising hydrocarbon extraction efficiency while mitigating environmental impact and adhering to stringent regulatory frameworks within the upstream petroleum sector.

After: Think of extracting oil like getting the last bit of toothpaste out of the tube. We use advanced techniques, like adding water or using heat, to make sure we squeeze out every drop efficiently. By constantly monitoring and adjusting, we ensure we get the most oil with minimal waste while following all the rules and protecting the environment.

5. The hard to understand

Check out the tips for The Expert Speaker. But if you’re appealing to donors and volunteers, here are bonus tips.

• Use photos and videos where applicable
• Choose one protagonist and tell their story instead of making a mass appeal

Now that you know how to use stories in your presentations, we will tell you why you should adopt stories in your business communications. But before then, we would love to hear from you. How would you implement these tips in your next presentation? Can you share specific challenges you face using storytelling in your business communications?