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Charisma and charm may help you get an audience's attention, but you'll need more than that to keep them interested.
Chris Anderson, the head curator of TED, says the real magic is in storytelling.
"A natural part of listening to stories is that you empathize with the experiences of the characters," Anderson writes in his upcoming book, "TED Talks: The Official TED Guide to Public Speaking." "You find yourself immersed in their thoughts and emotions ... And that makes you care about the outcome. Your attention is held."
The allure of storytelling, Anderson argues, is that it's innately human.
"Stories helped make us who we are," he writes. "I mean this literally."
Look at any time period during humanity's existence and storytelling has played a pivotal role in the transfer of new ideas. It's how people relay history, map the geography of their travels, and communicate insight about foreign cultures.
It only makes sense that a 20-minute lecture would also benefit from this essentially human act.
"Unlike challenging explanations or complex arguments, everyone can relates to stories," Anderson writes. "They typically have a simple linear structure that makes them easy to follow."
Stories give people a satisfying narrative lens to view the world. They help us make sense of the chaos and visualize a world larger than our own.
When it comes to public speaking, storytelling offers presenters a handy point of entry to capture the attention of an audience — in a number of ways. The most obvious is that it allows stories to be relatable. Just about everyone's been in a fight with a significant other at some point in their lives, for example, so a story about that could help a speaker to build that bridge.
The happy byproduct of telling relatable stories, Anderson argues, is that it creates an environment that primes the audience to get onboard with your message.
When Amy Cuddy told the story of her car accident and subsequent brain injury at 19 years old, she provoked empathy. When Sir Ken Robinson recalled Gillian Lynne's rise as a star dancer because, not in spite of, what was probably ADHD, he sparked surprise. There's a reason these TED talks are some of the most-watched in history.
These emotional reactions get people in a state to explore new ideas.
But Anderson cautions people against getting bogged down in the story. If they're uncertain how to format it, he says to stick with four key elements: have a main character, build tension, offer detail, and end with a satisfying resolution.
If pulled off successfully, the audience will be receptive to just about any idea you put forth, because you'll have them on your side. They won't go into the lecture as a skeptic, but as a curious listener.
"By giving your talk as a story or a series of related stories, you can greatly increase your connection with your listeners," Anderson writes. "But, please: let it mean something."
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