stories, especially myths and legends, are well-known for their entertaining aspects. however, they have always played an educational role. fascinating, moving, or humorous, they convey important messages to listeners.
what better way to transmit information than through a good story?
it is no surprise that trainers choose to use storytelling in the launch of a training program. it has become a reference communication tool as seen in smart goals.
but what exactly is storytelling?
what is its role in launching training?
how can it be used?
what is storytelling?
this english term is made up of two words: “story,” meaning tale, and “telling,” which means to narrate. thus, it literally means telling a story. in professional jargon, it is referred to as “narrative communication.”
storytelling is primarily an ancient art. it allowed ancestors to pass teachings to their clans or tribes. these instructions became respected traditions handed down through generations.
this proves the effectiveness of storytelling as a mode of communication, which is why its use in marketing has become widespread. many brands have employed storytelling to launch products. currently, this ancient communication technique is also serving the field of training.
the role of storytelling in launching a training program
the most fascinating aspect of stories is that they immediately capture listeners’ attention. by using storytelling in the launch of a training program, trainers can benefit from numerous advantages.
capturing clients’ attention and sparking their engagement
who doesn’t know the entrepreneur who told their story about how they made their business thrive? they immediately captured consumers’ attention. to this day, their business in food production is thriving.
when launching a training program, trainers can rely on the captivating power of storytelling. a well-told story will naturally pique the audience’s curiosity, eventually capturing the attention of prospective learners.
tip:
the message contained in the story must convince the audience to engage and enroll in the training.
facilitating understanding
during the launch of a training program, trainers present various pieces of information meant to persuade the audience to enroll. however, some concepts are too complex and generate hesitation among listeners.
storytelling makes understanding the proposed concepts easier. the story links them to concrete situations, allowing the audience to feel as if they have genuinely experienced the training. this helps them grasp the knowledge and skills they will acquire, making them more likely to participate in the courses.
facilitating information retention
some people take a moment to think before enrolling when they discover a training offer. they need to analyze the content thoroughly to see if it suits them.
typically, trainers present information in a straightforward manner. to promote the quality of the training offer, they use facts or figures. this approach can work, but it turns out that storytelling is much more effective.
indeed, information presented in story form is easier to remember. additionally, future learners can retain this information longer. they will recall the situation, characters, and emotions associated with the story.
developing empathy in the target audience
with storytelling, trainers will encourage learners to imagine following the training. they can embody the characters’ roles, understanding the emotions they express, their challenges, and motivations.
thus, storytelling fosters empathy in the target audience, allowing them to assimilate the content of the stories quickly and easily. consequently, they will be more inclined to follow the training.
creating a personalized learning experience
every trainer launching a training program wants to gather as many participants as possible. the narrative communication technique will help them achieve this goal easily. by telling a good story, they will immerse learners in the training process.
this total immersion allows clients to discover the learning process and the challenges they will face. trainers will create a unique experience that could foster engagement, as learners will already envision their success.
strengthening the brand
to succeed, a trainer must not only offer an interesting training program. they must establish their identity so that potential clients can recognize them. at the same time, they should enhance their brand image and reputation.
storytelling is another tool to prioritize. the trainer simply needs to integrate the brand’s values, ambitions, and history into the story’s content. this way, the trainer can gain notoriety, and learners will memorize their brand and offering, recommending the training to others.
the trainer must pay attention to the story’s content to evoke emotions in the audience.
enabling practical application of concepts
with a well-told story and quality content, the trainer already places future learners in a real situation. they will feel as if they are at the heart of the action, enabling them to apply the concepts proposed in the training. this will only encourage them to take action further.
how to tell a story
the content
how can a trainer tell a good story that will pique potential clients’ interest? the trainer should focus on the setting, characters, and plot. it is essential to tell a well-structured story, which can comprise five parts:
- the initial situation presenting the world of the target clients.
- the inciting incident that creates an imbalance in this world and generates a need for training.
- the events or obstacles that may arise.
- the solution and resolution of the problem.
- the final situation highlighting the return to balance.
the learners should find themselves in the hero’s position, and the training should be the solution they need.
the storyteller
the storyteller also plays a crucial role. telling a story doesn’t mean reading one. it must be brought to life. the trainer should call on someone who masters the art of oration. the storyteller should use various elements to enliven their story, such as:
- breathing
- posture
- intonation
- gestures
- pauses
to capture the audience’s attention, it is necessary to speak distinctly. it is also important to create interaction with the target audience by integrating questions into the narrative, such as:
- “can you imagine…?”
- “what would you do in their place?”
- “you might be wondering…?”
