“There are NO Boring Stories, ONLY BORING STORYTELLERS!”

What makes a radio presenter or DJ great?  If you program or manage radio stations, you already know that finding (and developing) on air talent for radio is a challenge and it’s harder than it looks. One of the “curses” of our business of broadcasting is that because everyone can TALK, people believe that it is very EASY to do this work.  But that is a myth.  if you work in the broadcasting business you know that to succeed, it takes talent, skill, experience and training.  Among the qualities we look for in a powerful communicator is the ability to engage an audience through storytelling.

I am often asked:  Are storytellers born or can storytelling be taught?  The answer:  While not everyone can be a GREAT storyteller, anyone can learn to become a BETTER storyteller.

If you communicate for a living, you work in the “story business.”  The purpose of storytelling is to entice a listener to want to know what happens next – not all that different from childhood fairytales: “Once upon a time, in a far off land, there was a princess and a monster. Then one day…”   Kenn Adams, owner of Kenn Adams Adventure Theater, (a contributor to “Beyond Powerful Radio”) teaches a structure he calls “The Story Spine” based on the format taken from fairy tales – give it a try – it works for modern day storytelling as well.

Once upon a time there was ___.

Every day, ___.

Then one day ___.

Because of that, ___.

Because of that, ___.

Because of that,_____
Until finally ___.

Human beings love stories.  We learn through them from the time we are children, and continue the tradition as adults. Most people find it very hard to resist a good story! If well told, stories make us laugh,  entertain us, teach us about  life , and, importantly, remind us of our humanity.  Long before printed words came into being, every culture on earth passed down its vital information, its ethics and morals, through storytelling, myths and parables. Best-selling books, movies, television, and live entertainment – are all based on great stories, and great storytelling.

Storytelling is the core of the proven Powerful Radio/Creating Powerful Communicator’s process:

·         FOCUS

·         ENGAGE

·         OPINION/POSITION

·         STORYTELLING

There are those who are naturally powerful storytellers. The art of powerful storytelling is a talent. Any topic in the hands of a truly talented master storyteller can come alive and captivate an audience. But the craft of storytelling is a skill that can be taught – no matter what your level or talent, you can learn to become a better storyteller.

The  pace  is accelerating. Because nearly everyone has access to media and technology, it is your well-honed ability to tell stories that will allow you to get an audience, and to keep that audience’s  attention for radio.  In an over-communicated world where media is democratized and mobile and everyone can be  a broadcaster, producer, publisher, director, actor and storyteller, in a time when anyone from virtually anywhere can create and send pictures, words, moving images and audio to anywhere else, and to anyone else—one person or billions, good storytellers rule.

The audience for all that communication is overwhelmed. They have vast choices—what to read, view, listen to, comment on, interact with and pass on to others. Whether it’s a 140-character tweet, a bit on the radio, or even a commercial, if it is not a good story, it won’t get attention.  It’s harder to write a shorter story, but can be done: proven by the exercise: Can you sell something and tell a story in ten words or less?  Example: “For Sale: Baby shoes. Never worn.”  (six words) It can be done.

The Powerful Radio mantra: “There are no boring stories, only boring storytellers.” Whether you work as a broadcaster (or communicator of any kind), your job likely involves powerful storytelling..

Use your life and share your own stories.  Your audience will respond to stories that reflect the basic themes of human nature. (Some of these themes: good and evil, right and wrong, humor, love, passion, Rags-to-riches or riches-to-rags. the ridiculous or showing how life is absurd, or how an individual triumphs over odds (example: “David and Goliath” or “revenge” stories).

If you can find and tell stories, with characters we care about, that are hopeful, fun, teach, inspire, or move people, it will work.*Excerpted with permission from Beyond Powerful Radio – A Communicator’s Guide to the Internet Age for Broadcast, Podcast, Internet & Radio (Focal Press 2011) by Valerie Geller.

–Valerie Geller, President, Geller Media International

Will you be at the NAB www.nab.org in Las Vegas? If so, stop by the NAB store at the Las Vegas Convention Center at 3:00 PM on Tuesday April 9th Valerie Geller will be signing copies of “Beyond Powerful Radio – A Communicators Guide to the Internet Age” CONTACT VALERIE: