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What makes a great storyteller?
I remember talking with a morning show host several years back, and I asked what he thought his main role was. He answered quickly, “I’m a DJ or radio on-air personality.”
While that was technically his job title, it really wasn’t his primary role. On-air talent are storytellers. The role of a storyteller is obviously not unique to those in the industry. Think about your favorite books, movies, TV shows, etc.
There are so many people who come to mind as wonderful storytellers. Some I know personally whom I admire for their innate abilities. If you ever met or worked for the late Ed Christian, founder of Saga Communications you will probably agree that his storytelling talent was riveting.
Kerby Confer is another amazing creative force who has owned more than 200 radio stations over multiple groups throughout his incredible career and I could listen to his stories forever!
On the other hand, we all know those who try their best to tell stories but fall a bit short, go off on tangents, or simply are unable to create the image or share a story that seems disjointed or uninteresting.
Telling a great story is truly an art form that is gifted to some more than others. Great storytellers have the ability to captivate, evoke emotion, and create memories. But what is it that sets the masterful apart from the others?
We certainly need the basis of a good storyline, but if you gave an identical outline to your next-door neighbor and your favorite author, I imagine the latter would create the superior story. But why? What do they do differently?
When dissecting the best stories, at the core is always the ability to connect. Great storytellers have some innate empathy, which enables them to inject emotion through the lives of the characters.
It is the connection that creates the desired shared experience, which in turn creates and evokes a powerful bond. This bond must also feel completely authentic and believable, which then builds trust and belief that more of the same is on the way.
The best storytellers are genuine and rarely fake (unless that quality is part and parcel to a character.) Instead, it feels real and sincere. Nothing about a great story or storyteller seems boring.
From stories in the Bible to the latest John Grisham novel, what is most striking are the characters. They are at the heart of every great story ever told. They all create realistic, multidimensional characters that we relate to and invest in. Characters should have distinct personalities, motivations, and flaws, and emotions that give us reason to care about them.
As a story unfolds, it is through its characters we experience conflict, drama, humor, love, hate, et al. The audience also cares about the characters because they offer some vulnerabilities that make them appealing.
Great storytellers are the best at keeping us hooked by teasing and twisting and keeping us invested like a wide-eyed child sitting on the floor waiting for the outcome.
Great stories also have rhythm and cadence and use compelling narratives with a unique and creative style that adds depth.
I remember writing a novel once that I completed more for enjoyment than anything. In fact, I never published it. I often gave it to friends to read, but I always preferred reading it to them because I felt I could read it the way I wrote it. I never felt confident that the reader would feel what I had intended.
So why bring all this up here? What is my point? On-air personalities from any format should do their best to tell great stories. Salespeople should tell great stories, too! What is extra important is that your story begins with YOU and your own character.
Who ARE you? Does your role follow these storytelling guidelines and will your listeners or prospects care about you because you not only relate to them – but you let your guard down and show them your vulnerabilities?
Think about all your favorite radio personalities, movies, and books, and you’ll quickly realize that it’s not just about what the characters do but more about who they are and how they make you feel.
Bob Lawrence serves as a Market Manager for Seven Mountains Media, overseeing the company’s Parkersburg, WV/Marietta, OH cluster. He has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco as well as programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
