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How can you use storytelling and framing skills to persuade and influence others?

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Do you want to persuade and influence others with more confidence and impact? Whether you are pitching an idea, negotiating a deal, or inspiring a team, storytelling and framing skills can help you communicate your message more effectively and authentically. In this article, you will learn how to use these skills to craft compelling stories, shape positive perceptions, and overcome objections and resistance.

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Puja Das

Freelance Content Writer | LinkedIn Personal Branding Strategist & Ghostwriter | Storyteller
James McGinty

Professional Speaker and Speaker Coach. TEDx speaker and TEDx Coach. I show you how to improve client sales and client…

1 What is storytelling and why does it matter?

Storytelling is the art of using narratives, anecdotes, and metaphors to convey a message, emotion, or insight. Stories can capture attention, engage emotions, build trust, and create connections. They can also help you illustrate your points, demonstrate your value, and show your personality. Storytelling can make your communication more memorable, persuasive, and impactful.

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2 How to craft compelling stories

To craft compelling stories, you need to have a clear purpose, audience, and structure. Your purpose is the main message or goal you want to achieve with your story. Your audience is the people you want to influence or persuade with your story. Your structure is the way you organize your story into a beginning, middle, and end. A simple and effective structure is the STAR method: Situation, Task, Action, and Result. You start by describing the situation or context of your story, then the task or challenge you faced, then the action or solution you implemented, and finally the result or outcome you achieved.

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James McGinty

Professional Speaker and Speaker Coach. TEDx speaker and TEDx Coach. I show you how to improve client sales and client engagement through stories. UK and Ireland public speaking champion 2022
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Some good points there. It is more important to be thinking of the outcome you want for your audience when you craft your stories. What do you want them to think, do and feel?

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3 What is framing and why does it matter?

Framing is the skill of using language, tone, and perspective to shape how others perceive and interpret your message. Framing can help you influence others by highlighting the benefits, values, and emotions that resonate with them. Framing can also help you overcome objections and resistance by addressing the concerns, fears, and doubts that prevent them from accepting your message. Framing can make your communication more relevant, appealing, and convincing.

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4 How to use framing techniques

Using framing techniques requires an understanding of your audience, their needs, and their motivations. You must also select words, phrases, and examples that fit with their interests, beliefs, and values. Positive framing is a technique that focuses on the positive elements, opportunities, and solutions of your message. Negative framing emphasizes the negative consequences, risks, and problems of not accepting your message. Contrast framing compares and contrasts different scenarios, options, or outcomes of your message. Metaphor framing uses metaphors, analogies, or stories to make your message more vivid and relatable.

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5 How to practice storytelling and framing skills

To practice storytelling and framing skills, you need to apply them in different situations and contexts. You can start by identifying the situations where you want to persuade or influence others, such as meetings, presentations, sales calls, or interviews. Then, you can prepare your stories and frames in advance, using the tips and techniques mentioned above. You can also practice by telling your stories and frames to a friend, colleague, or coach, and asking for feedback. You can also learn from others by observing and analyzing how they use storytelling and framing skills in their communication.

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Steve Nguyen, Ph.D.

Organizational Development Leader
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I like these tips about practicing storytelling. And I would echo the tip about preparing your stories and practicing storytelling in advance. Your audience or participants who attended your seminars or leadership development programs may not recall or even remember much of what was taught, but they WILL remember the great & impactful stories they heard. Those will STICK and STAY with them for a VERY long time. When you're able to strategically place and weave these stories in your presentation or training program, it can have a profound and positive impact on your audience/learners.

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6 How to improve storytelling and framing skills

To improve storytelling and framing skills, you need to keep learning, experimenting, and refining them. You can learn by reading books, articles, blogs, or podcasts on storytelling and framing skills. You can also learn by watching videos, speeches, or TED talks of influential storytellers and framers. You can experiment by trying different stories and frames in different situations and audiences, and seeing what works and what doesn't. You can refine by reviewing your performance, identifying your strengths and weaknesses, and making adjustments accordingly.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Puja Das

Freelance Content Writer | LinkedIn Personal Branding Strategist & Ghostwriter | Storyteller
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This is what I would like to add in terms of creating influence: Emotions & storytelling is a powerful combination when it comes to influence. Whenever it's possible, use it. But always stay true. Authenticity above everything!

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How can you use storytelling and framing skills to persuade and influence others?

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1 What is storytelling and why does it matter?

2 How to craft compelling stories

3 What is framing and why does it matter?

4 How to use framing techniques

5 How to practice storytelling and framing skills

6 How to improve storytelling and framing skills

7 Here’s what else to consider

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