When data alone is not enough, try this

Did you read this title and experience a cliffhanger? You may not have realized it, but in that moment, your nervous system released the chemical dopamine, and that made you want to learn more.  

In essence, you experienced the power of storytelling. Stories are powerful tools because they help our brains create visuals around information that elicit emotions and affect our behavior and decisions. When you need to get buy-in from others, find the narratives that add value to your data.  

Melding strong data and a good story illustrates in vivid terms the government’s impact on people around the world—the aid supplied to those in need, the safety and security supplied by the U.S. military, the care for our nation’s veterans and more. When numbers are not enough to move the needle for decision-makers, stories will aid your power of persuasion. 

Here are three keys to improve your storytelling when data is not enough: 

1. Simplify your messaging

Use plain language and directly show cause and effect. Fluency Theory is a concept that states people trust easy-to-understand information. Think about Smokey the Bear’s well-known public service slogan, “Only you can prevent forest fires.” Smokey does not detail the percentages of human-caused forest fires each year. There is a time and a place for these statistics, but an easy-to-repeat slogan does more to catch the public’s attention. 

2. Frame the narrative

Narrative persuasion is the idea that stories can shape someone’s attitudes, beliefs and behaviors . Plays and movies typically include three acts. The first act illustrates the status quo (good or bad). In the second act, a person or event breaks the status quo. And, in the third act, a resolution occurs leading to a new status quo.  Similarly, your narrative needs to explain the “why,” or broader significance of the story, paint a picture of what is to come if nothing changes and then inspire a call to action. 

3. Use science

Remember the cliffhanger that triggered a dopamine release? Stories help release two other hormones that make up the Angels Cocktail. They include endorphins, which help people relax and be creative, and oxytocin, which enables trust and bonding. Your stories may stimulate oxytocin by creating empathy for your cause. 

The key to employing these storytelling strategies is to be adaptable. As you prepare for a pitch or presentation, have your data ready, have your stories ready, and be ready to use both to meet your audience where it is.  

These are only a few of the many storytelling tactics that help persuade others. Tell us when you master these, and we will share more!

David Brownstein designs and facilitates leadership development sessions and retreats for the Public Service Leadership Institute (PSLI). He is a certified executive leadership coach and is passionate about fostering positive organizational culture by developing strong leaders at all levels.