Sometimes there are surprise moments when some rather public storytelling skills are demonstrated very well.
It is common to see public figures fail at storytelling. However, at the Michael Jackson Memorial service, entrepreneur and former professional basketball player Earvin “Magic” Johnson demonstrated a command of and elegance to his story. Although many speakers spoke at “MJ’s” funeral, Magic’s few moments stand out.
Here are 4 things that anyone who wants to use storytelling can learn from Magic’s story.
1. His story was brief. I am sure that Mr. Johnson may have had more to say, but he cut through the extraneous details and went directly to his point, taking the audience with him as he experienced the wonder he felt as Michael Jackson ate KFC (Kentucky Fried Chicken) with him one night many years ago. Ironic as it may sound, the purpose of being a storyteller is not to talk words but rather to communicate ideas.
2. It was a story told in the “voice of the people.” I have watched and commented on many public speakers, especially politicians, who try to speak “to the people.” In the Jackson memorial, Magic Johnson used an important storytelling technique: talk so people understand. His words were simple. His illustrations were accessible to all as he talked about family gatherings, dinners, playing games with family, celebrity-meeting nerves and eventually, something as simple as a fast-food icon: a bucket of chicken.
As a pro-basketball star, Magic could have easily made sports references. However, no sports reference would speak to such a wide range of listeners as his family references did. Choosing to speak to your audience so they understand rather than using self-serving references is a sign of a mature and effective speaker.
3. In his story, he laughed at himself. Magic’s story was not to tell people how wonderful he was but rather to share how wonderful he thought Michael Jackson was. A good storyteller can reflect the focus on the story and the subject of the story.
4. His story was actually a story. It contained a beginning, a middle and an end. Magic did not tell an anecdote: “I once sat on Michael Jackson’s carpet and ate KFC with him. Wasn’t that cool?” Rather, he placed his story in the context of a developing relationship with the family and the invitation to dinner. Without being sappy or manipulative, he shared his own feelings about the invite and his surprise to discover his idol ate “real food” like everyone else.
His story supported this expression of hope for the future. At the end of his comments, when he referred to Michael’s children having family support, you knew his point of reference to make such a statement.
Although in the past Magic has been critiqued for his speaking style, his presentation at the MJ funeral was a good example for any speaker striving to improve their storytelling skills for business or personal use.
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Sean Buvala is a public speaking coach who specializes in helping you tell your core story in all situations. For free Email lessons, please see www.storytelling101.com .
Avondale, AZ- National storytelling expert and speaking coach, K. Sean Buvala, reviews Bobby Jindal’s “Republican Response” speech and offers four public-speaking tips gleaned from the Governor’s presentation.
Buvala, the director of the national storytelling resource site at Storyteller.net, says, “Regardless of anyone’s political preferences, the Governor’s speech illustrates that stories and storytelling can be used in any type of important speech. As a corporate storyteller, I was happy to see yet another national figure make use of story in their presentation. I also think that any person using stories can learn four things from Mr. Jindal’s speech.”
Use intentional hand gestures. Buvala says, “The Governor uses frequent, choppy hand gestures that are synchronous with the syllables of the words he speaks. It looks as if he is conducting an orchestra or cutting onions to the rhythm of his words. Speakers should plan the gestures that they will use with their stories. These intentional movements can then enhance the stories being told instead of being a distraction.”
Be careful when using “Me too” stories. Mr. Buvala continues, “While I appreciate and respect the Governor’s family story of struggling immigrants, his narrative immediately following his comments regarding the president’s family history both lessens and distracts from the power of the Governor’s background story. In order to seem less like a ’me too’ attempt at connection, the story might have served better at the end of the story. While it is a good thing that the Governor used stories, the placement of those stories must be carefully considered. ”
Use tone and pacing appropriate for your audience. Buvala notes that, “Bobby Jindal’s pacing, tone and inflection during his speech reminded me of a school teacher giving a motivational speech to young children rather than a thoughtful reaction intended for thinking adults. The constant head nodding, the sharp intake of breath between sentences and the higher pitch of his speaking took power away from his stories, perhaps making his narratives sound childish. I’d suggest that the Governor concentrate on slowing his pace, intentionally speak with a lower pitch and allow himself to breath deeply by using longer pauses more often.
Use stories to “frame” your presentation. “Finally,” says Sean Buvala, “although Mr. Jindal’s family history story might have been better placed in the speech, he does refer back to his opening story at the end of his presentation, when speaking again of his father’s words. This process, called ’framing,’ reminds the listeners of the central point of a talk, giving them a virtual ’frame’ in which to see the ideas painted with the speaker’s words.”
Buvala, who teaches monthly public workshops for business storytelling, knows that stories used in national conversations help unify listening audiences. “Governor Jindal’s use of personal stories allows the audience to understand the speaker as a human being rather than just a ’talking head’ for an ideology.”
For more information about group or private coaching in the art of storytelling for corporate or business use, please contact Sean Buvala via his website at www.seantells.net.
Contact Information:
K. Sean Buvala
www.seantells.net
(623) 298-4548
sean@storyteller.net
PO Box 392
Tolleson AZ 85353
“EXPERT CONSULTANT for the Press, Television and Radio”
Storytelling (both traditional and digital), performing artists, public speaking, corporate training, business coaching, non-profit organizations.
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