Let’s be honest—most business presentations are forgettable. The slides may be clean, the data may be accurate, and the speaker may look polished, but if no one remembers a word you said, what’s the point?
As someone who has spent decades coaching executives, entrepreneurs, and professionals, I can tell you without hesitation: the single most powerful communication tool you have is storytelling. Yet it’s the one tool most people forget to use.
In this article, I’ll give you three surefire storytelling techniques, including:
- Using everyday situations
- Deciding on your message (the point of the story)
- Including the little details
There are other techniques not covered here, but at the very least, this is what you’ll need to get started. I’ll also walk you through why storytelling in business presentations matters so much, how to tap into your own stories, and what you can do right now to start making your messages stick.
Why storytelling works in business
All human beings are storytellers—it’s how we connect, how we teach, and how we remember. But somewhere along the way, we convince ourselves that business communication needs to be dry, data-heavy, and stripped of all personality. That’s where we go wrong.
If someone asks you how your weekend was, you don’t reply, “At 8:00 a.m. I had coffee. At 8:03 I checked email.” You say something like, “You won’t believe what happened at the mall…” And then you tell a story.
So why do we abandon this natural instinct when we step into a meeting or deliver a presentation?
It’s a big mistake—because the number one reason most presentations and training sessions fail is this: they’re boring. Nobody remembers anything you said. That’s not because you forgot a stat or stumbled over your words. It’s because you didn’t give your audience something to care about.
The biggest fix? Storytelling
If you want people to remember what you said, relate to it, and take action, tell a story. Storytelling in business presentations is not about being entertaining for entertainment’s sake. It’s about anchoring your key message in something people can visualize and feel.
Let me give you an example.
I often tell the story of my first public speaking experience. I was a quiet 12-year-old kid, terrified of speaking in front of anyone. But my teacher made a deal with me: give the graduation welcome speech, and she’d give me an A in handwriting (my worst subject). I said yes, stumbled through the speech, didn’t faint, and walked off that stage with a valuable lesson—when you speak up, good things come your way.
That story helps me communicate a point I often emphasize: no one is born a great speaker or storyteller. It’s a learned skill. I could just say that in five seconds, but a story makes the message stick.
3 Foolproof storytelling techniques
Here’s a sneak preview of three storytelling techniques that will turn any lecture into an engaging presentation.
1. Use everyday situations
People ask me all the time, “TJ, where do I find stories for my business presentations?”
You don’t have to be Hemingway. You don’t need epic adventures. You just need real experiences. Start with this exercise:
- Think of one annoying client, colleague, or customer.
- What was the problem they had?
- How did you help solve it?
- How did everyone feel?
- How was it resolved?
Congratulations—you now have a story. And it’s probably more relatable and memorable than any pie chart you could show.
Stories like this are perfect for pitching ideas, explaining a challenge, or just helping your audience see what you’re talking about. These day-to-day situations are gold for your presentations.
2. Start with the message
Before telling a story, you need to ask yourself one critical question: What’s my message?
A message is a clear, concise idea—something like “customer service drives loyalty” or “storytelling improves communication.” But these abstract concepts don’t land on their own.
That’s where stories come in. They turn an intellectual point into an emotional experience. They move your ideas from the abstract level to the visual and memorable level.
“People don’t remember your slides. They remember how you made them feel. Stories do that.”
3. Don’t skip the setting and details
One of the biggest mistakes I see in storytelling is skipping over the setting. People rush to “get to the point” and in doing so, they lose their audience.
Take time to describe where the story happens. Is it in a crowded office, a quiet boardroom, a hectic customer service call? These details matter because they give your audience something to picture. And when people can picture it, they can remember it.
In my course, I share a story about a radio host who once pulled a gun on me during a live show. The drama isn’t just in the event—it’s in the scene: a tiny studio in Florida, me sitting low in a chair, the host looming above me. Those visual details make the story come alive.
If you liked the above ideas, you’ll love what I share in the full storytelling course.
Storytelling isn't just for entertainers
Let me be clear: storytelling in business presentations is not about becoming a Broadway performer. This is not about theater or performance art.
This is about making sure your colleagues, clients, or stakeholders remember your message when the meeting is over. Whether you work in government, business, education, or healthcare, storytelling helps you get your point across in a way that sticks.
If you're giving a quarterly update, don't list sales data by the hour. Instead, highlight one story—one customer or one moment that illustrates your point. That’s what people will remember.
Learn the skill that makes you unforgettable
The best part? You already know how to tell stories. You just need to stop turning off that ability when it’s time to give a “serious” presentation.
In my Storytelling for Speaking and Presentations course on GoSkills, I walk you through exactly how to structure your stories, where to find them, and how to use them to support your key messages.
Need help presenting to an audience?
Improve your communication with better storytelling techniques
Try for freeWe’ll cover:
- The elements of effective storytelling in business settings
- How to make your story visual and engaging
- How to motivate your audience to take action
- What mistakes to avoid when telling stories professionally
If you want to elevate your presentations, close more deals, train more effectively, or just be someone people actually listen to—storytelling is your #1 communication tool.
Want to keep improving your communication skills?
Check out these related GoSkills courses:
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