Using storytelling for effective persuasion

I read an interesting article on the optimal ways to persuade and impact other people.  Maggie Koerth-Baker, in an article in The New York Times Magazine, summarized social psychological research on changing people’s minds.  Her main point is that we often cannot influence each other simply using data and rational arguments, particularly if there is not an emotional or personal relationship involved.  It turns out that emotional, persuasive storytelling with a gripping narrative is the most effective way to engage your audience and, potentially, impact them or change their point of view.

She quotes Timothy Wilson from the University of Virginia, who states that:

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Stories are more powerful than data because they allow individuals to identify emotionally with ideas and people they might otherwise see as ‘outsiders.’

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A key competency for leaders and managers is the ability to persuade and influence others.  Peers need to have more than facts and figures and, additionally, have a compelling story to tell, and we need to appeal to emotions as well as intellect.  I’ve often found this to be the case when coaching executives and managers who are bright, motivated, and able to present a rational business case.  We find this may not be enough, and I help them with how they can tell a story with their facts, give personal or engaging examples, and remember they need to connect with their audience.

How do you persuade and influence others, and how do you appeal to their hearts as well as their minds?

Written by: Henry J. Hummert, Ph.D.