10 Ways To Improve Your Storytelling In Presentations

“Stories can engage and shape our emotions. They have the power to make us care about information. When we are emotionally invested in a story, we are more likely to act on that story.“

Business storytelling turns facts into something people feel and remember. It transforms complex ideas into clear, relatable messages that connect on a human level.

In this blog, we’ll explore how to use business storytelling in presentations – and why it’s one of the most powerful tools in effective communication.

Backed by years of experience in broadcasting, journalism, national television, and theatre, our presentation specialists at Body Talk share proven techniques to help you tell stories that engage, persuade, and inspire.

What is storytelling in business?

Storytelling in business is the skill of shaping information into a clear story structure – using the same techniques that make the most widely renowned books and films so engaging. It’s about creating a journey your audience can relate to, helping them understand not just what you’re saying, but why it matters.

In the modern workplace, storytelling is often used to create presentations that connect emotionally (a technique known as presentation storytelling).

Why business storytelling is an essential skill for presentations

What do cave paintings have in common with social media? They’re both designed to tell stories.

Storytelling has been part of human existence for as long as we have, from the first cave paintings over 65,000 years ago to the spoken storytelling traditions that passed knowledge from one generation to the next. That same instinct still drives how we communicate in business today.

By incorporating storytelling into presentations, you can drive emotional impact and create real human connection with your audience. Strong storytelling skills turn complex ideas into clear, memorable messages, the foundation of successful presentations.

Key Takeaways

Great presentations don’t just inform. They move people. And storytelling is what makes that happen.

Here’s what to remember:

• Storytelling turns information into impact. Facts and data matter, but stories give them meaning. When you frame information as a journey, people understand it faster and remember it longer.
• Emotion drives action. Stories create emotional investment, and when people feel something, they’re far more likely to engage, decide, and act on your message.
• Strong storytelling creates clarity. A well-structured story helps audiences see the “why” behind the numbers, strategies, or ideas you’re presenting.
• Tension, contrast, and transformation keep attention. Effective business stories acknowledge challenges, build anticipation, and lead to meaningful change.
• Your audience is the hero, not you. The most powerful presentations position the speaker as the guide, helping the audience move from challenge to success.
• Visuals and language should support the story, not compete with it. Images, metaphors, and descriptive language bring stories to life, while bullet-heavy slides dilute impact.
• Storytelling is both a skill and a discipline. With the right techniques and structure, anyone can learn to tell stories that persuade, inspire, and influence.

Understand storytelling, and your presentations become clearer. Use it intentionally, and they become unforgettable.

Why is storytelling important? 

The power of a well-crafted story offers businesses huge potential. Here are five reasons why storytelling is so important: 

It brings clarity to your message

The Nobel-prize-winning economist Daniel Kahnemann famously said ‘Nobody ever made a decision based on a number – they need a story’. 

It’s easy to build a presentation full of facts and figures, but data alone doesn’t drive decisions. It’s your job to communicate ideas in a way that gives those technical details meaning.

Take a spreadsheet, for example. On the face of it, it’s just a bunch of numbers, written in black and white, with no inherent meaning. The meaning comes from the stories within it.

For example, every number on that spreadsheet represents something which happened, something that someone did, a cause and effect. There was a human decision or action that made those numbers happen. Tell that story to your audience to help them understand what your data means. 

It helps us remember information more easily 

Building on the idea of using storytelling to explain data, there’s another powerful reason to do it – stories help people remember.

If you want your audience to retain your core message, you need to wrap it in a compelling narrative. Numbers and data points are abstract and easily forgotten, especially when presented as percentages, margins, or statistics.

By illustrating the story behind the data and helping people feel something about the information, your message becomes far more memorable long after the meeting ends.

And storytelling isn’t only for data. It also helps you explain innovative ideas – new concepts or strategies that might otherwise feel abstract. By framing these ideas as stories, you make them relatable and easier for people to get behind.

It helps achieve a deeper connection with your audience

A good story builds tension, curiosity, and anticipation, making your audience lean forward to discover what happens next. That natural desire to reach the climactic conclusion keeps them engaged from start to finish, creating the kind of audience engagement that facts and slides alone can’t achieve.

This is the difference between an audience that listens and one that cares. When your audience is emotionally invested, they’re more likely to act.

It elevates your brand and its value 

Through telling stories, you can help to establish credibility in the eyes of your audience. Telling passionate stories about what motivates you gives your audience the full picture of who you are and helps to build trust.

As behavioural scientist and TED X speaker, Dr Pragya Agarwal, writes:

“I always ask my clients to start by figuring out their own ‘why’. What is the purpose of the brand? It is not just about making money. What kind of problem does it solve? What kind of social change does it bring about? Communicating this purpose through your tagline and your brand story creates trust and a connection with customers. It creates a reason for them to buy from you.”

It encourages problem-solving

Using a storytelling approach to sharing content can help you get to the heart of problems more quickly and dive beyond the surface to provide a richer source of answers. 

This tactic was famously employed by Amazon’s Jeff Bezos in 2004, who outlawed the traditional PowerPoint presentation during team meetings and, instead, instructs his teams to prepare six-page narrative memos based on telling a compelling story, rather than lists or bullet points. 

Then, at the start of team meetings, staff are given 20 minutes to read the memo. They have time to consider and think more critically about the content, which leads to more meaningful discussions, with better results, more creative ideas and wide-ranging perspectives. 

Is there a science for storytelling? 

Yes… and no. 

There are many great storytelling experts, such as Robert McKee, who have written extensively about the science of storytelling, and specific techniques that you can use to make your content more compelling. 

Studies have shown that good storytelling elicits a chemical reaction within the brain and causes it to release oxytocin; a hormone that helps us to feel empathy. By telling great stories, you can make your audience understand you, support you and ultimately be persuaded by you.

10 ways to improve your business storytelling in presentations

Here are some practical ways to bring storytelling into your business presentations and make every message more engaging.

You can improve your business storytelling presentations in as little as 20 minutes! 

1. Use storytelling rather than a narrative

McKee outlines the importance of understanding the difference between narrative and storytelling:

“The narrative is chronological, descriptive, and process-driven — “I started this company. We designed the best product. You should buy it. That’s all you need to know.” But in storytelling, you need a compelling journey — this means you must acknowledge negatives as well as positives.”

That means your presentation needs more than a list of events. It needs emotion, challenge and change.

Watch any episode of Dragon’s Den or Shark Tank and you’ll see successful entrepreneurs tell the stories behind their products – their successes and failures – which help to make those emotional connections with their audience.

2. Tension and triumph

One of the most effective storytelling tips is to use tension to keep your audience engaged. Start by painting a picture of the ordinary world – the current situation your audience recognises, where the problem or frustration already exists.

Then, introduce the journey toward change – the challenge to overcome, the choice to make, or the opportunity ahead. As the story builds, your audience are compelled to stay with you, waiting for the climactic conclusion where the tension finally breaks and success is achieved.

3. Make it personal

One of the most powerful ways to connect with an audience is through personal stories. As human beings, we’re wired to respond to stories about people – their emotions, experiences, and triumphs – far more than facts or statistics.

If you want to tell a compelling story, share personal anecdotes that reveal real experiences. It might be about you or your team overcoming challenges, or a client whose life or business changed because of what you do. These are the moments that feel genuine and relatable.

4. Make numbers tangible

As we’ve seen already, people struggle to connect with numbers because they’re abstract – and in corporate presentations, large figures can quickly lose meaning. That’s why it’s vital to use data storytelling to bring them to life.

When you present data, make it tangible. If your raw data shows a weekly social media reach of 50,000 people, don’t just say the number. Say, “that’s a full football stadium of people, all watching your brand at once.” The more descriptive you can be, the more you’ll fire up your audience’s imagination.

For example:

“Think of just how many people fit into a football stadium. Think of the roar of the noise, the people filing in from outside, gradually taking their seats until the stadium is full and you can feel the excitement and energy.” 

5. Ditch bullet points in favour of images 

People can’t read and listen at the same time, so if you’ve put the effort into coming up with a great story to illustrate your content, don’t ruin it with bullet points in your presentation slides.

When we read text, we naturally subvocalize – silently repeating the words in our heads and tuning out the speaker. It’s a sure-fire way to lose your audience’s attention.

Instead, use visual storytelling to keep your message alive. A single, compelling image can communicate emotion and context far better than lines of text. Think of your slides as part of your visual narrative. They should complement what you say, not compete with it.

6. Consider the art of storytelling

While there is a science to storytelling, there’s also an art to it. Part of that art is about finding your story. Robert McKee says that true originality in storytelling is the ‘meeting of form and content’. 

“A writer in pursuit of a masterfully told story must understand that storytelling techniques are irrelevant if they don’t also have rich content that this form will express.

A masterful story is predicated on the author’s insight into human nature. You must develop a God-like knowledge of your content, the characters, their history, and the world in which they live. Great storytelling goes beyond technique; it also requires you have something to say.”

7. Grouping stories or case studies together

When you have several real-life examples or case studies to share, they can easily sound like unconnected stories. To keep your presentation focused and engaging, use storytelling structures like the petal structure, converging ideas, or nested loops, each designed to link multiple narratives around a single message.

• Petal structure: Imagine your main message as the centre of a flower, with each story as a petal. Every story connects back to the central theme, reinforcing it from a different angle. This approach works well when presenting new ideas or examples that all highlight the same insight.
• Converging ideas: Start with different stories or perspectives that gradually come together to form one conclusion. It’s ideal for showing how diverse experiences, teams, or strategies align toward a shared goal or innovation.
• Nested loops: Tell one main story, then “nest” smaller stories inside it to deepen understanding. Each loop supports the main narrative, giving your audience layers of context and emotional connection as they follow your journey.

8. Use descriptive language and metaphors

To truly capture your audience’s attention, help them feel your story. Use sensory, descriptive language that lets them picture the moment: what it looks like, sounds like, or feels like to be there. Metaphors and vivid details help people connect emotionally and understand your message on a deeper level.

For example, instead of saying “The team grew more confident,” you could say, “You could feel the shift in the room – voices steadier, posture taller, ideas flowing with ease.” That sensory detail helps your audience experience the change, not just hear about it.

9. Going against audience expectations

Sometimes the most effective way to grab attention is to surprise your audience.

In storytelling, that’s the power of contrast. Lead your audience one way, then reveal something they didn’t see coming. It might be a bold insight, a twist in your marketing strategy, or a shift in perspective that reinforces your central theme.

10. Start in media res

In many great films, books, or plays, the first scene doesn’t start before anything happens. It begins in the middle of the action. That’s what in media res means, and it’s just as powerful in business storytelling.

By starting your presentation at a key moment – a crisis, turning point, or challenge – you instantly create urgency and make your audience want to know what happens next.

In business communications, this approach helps you open with impact. Start with a real situation or decision that embodies your central concept, then rewind to explain how you got there and what it means.

How to use the business of storytelling in presentations: The Hero’s Journey

The Hero’s Journey, first introduced by Joseph Campbell, is one of the oldest and most universal storytelling structures. It’s built around two central roles – the hero and the mentor – and the journey of transformation that takes place for the hero.

The Hero’s Journey helps you shape information into a story people instinctively follow. Here’s how it’s applied in business:

1. The most powerful shift you can make when delivering a presentation is turning the focus from you to your audience. You’re not the main character, you’re the mentor guiding them to success. This approach helps your audience see themselves in the journey, emotionally investing them in the outcome you’re describing.
2. Acknowledge the challenges your audience faces in their everyday life. Show that you understand their pain points, whether it’s disengaged teams, resistance to change, or slow growth. Then, step into your role as the mentor: the trusted guide who can help them overcome those challenges.
3. Your story should feel transformative. You’re not just solving a problem, you’re helping your audience move toward a new reality. One where they’ve conquered obstacles, achieved growth, and transformed the way they work.

Who benefits from business storytelling training?

Everyone benefits from storytelling training. No matter your role or industry, the ability to tell a story that connects emotionally and logically is what makes people care about your message.

At Body Talk, our business storytelling training gives you practical, science-backed systems to make every message clear and compelling:

• The GRID Method – Learn how to focus your message through script, structure and storytelling to move your audience to act.
• The P.I.T.C.H. System – Apply five powerful techniques to make complex messages simple and engaging. One of these methods alone has been proven to boost impact by 550%.

Take a look at our business storytelling training to see how we can help you bring your message to life.

Frequently asked questions

Below, we’ve covered some of the questions we’re asked about storytelling in business.

How can leaders use storytelling to motivate their teams?

Leaders can use storytelling to turn everyday communication into inspiration.

By sharing challenges, lessons learned, and real examples of success, leaders create a story arc their teams can relate to and see themselves in. This emotional connection helps drive motivation, unity, and better business outcomes, as people feel more invested in the journey and its purpose.

Can storytelling really make a difference in sales conversations?

Yes. People buy stories before they buy solutions.

Storytelling turns sales pitches into human conversations. By sharing relatable challenges and outcomes, you create empathy and trust. In persuasive presentations, it’s not about pushing a product. It’s about guiding your audience through a journey they recognise and want to be part of.

What are the most common storytelling mistakes to avoid in business?

The biggest mistakes in business storytelling are overcomplicating the message and making the story about yourself. In business, the focus should always be on your audience – their goals, challenges, and transformation.