I was confirmed into the Anglican Church when I was twelve years of age. I remember it was the first time I ever wore a tie in my life. Prior to that, every week I had to ride my bicycle to the church after school and do bible studies with other kids with the Minister in order to pass the test to be able to confirmed. My parents were not religious at all, but I guess because Christianity is such a central component to our belief systems and literature, that they wanted me to get the basics.
Years later I discovered Zig Ziglar, one of the most famous modern day sales trainers. He was raised in the Deep South of America where bible studies is very big. I have read his books and watched his videos. I am fan. I noticed he was an incredible communicator. I also noticed that a lot of his sales stories where like the parables he would have read in his “red letter” bible, that is where the words attributed to Jesus are written in red. Australians are not particularly religious like Americans are, but I did recognise the power of these parables in communication. I don’t mean the actual quotation of the parables themselves, but the storytelling structure.
The parable structure always has a learning component wrapped up in the story being told. Often in business, we want to achieve the same thing for our audience. We might be giving a “persuade” speech rather than simple “inform” speech” or we may be calling for the audience to “take action” rather than just “entertain” them.
The parables are always from real life, rather than being a confection created for effect. This makes it easy for us to identify with the story. When I mentioned going through the confirmation process as a child, I am sure many readers went through a similar experience, including those who are from Hindu, Muslim or Buddhist religious belief systems. Our real life stories make it easy to connect with our audience, because they can understand or emphasise with what we are saying.
The parables are also very easy to understand. The message is crystal clear. Do this and things will be good. Do that and things will be bad. This simplicity is what makes the storytelling so effective. Zig Ziglar was a master of telling his stories which each had a lesson there for us in sales to absorb. They were from his experience or the experience of others from the real world, not from the “how it should be world”.
This is the danger when we become speakers. We pontificate from on high, from way above the clouds, as if we were superhumans who never made a mistake or had a failure. The ego has to be strong to tell a story against yourself. We have grown up supersensitive to being criticised and so it is like kryptonite, we avoid it completely. Criticising yourself sounds crazy, so we only talk about what a legend we are.
Zig understood that audiences love a good redemption tale. Of course we like to hear how to do things so that they go well, that parable is always in fashion. Interestingly though, we often feel distant from this model story of bravery, perseverance against the odds, intelligence, strength and wisdom. We naturally aspire to those things, but they can feel like they are a million miles away from where we are at this moment. Now failure, disaster, train wrecks all feel much closer to our reality and of course we want to avoid those. Parable stories on what no to do are much more popular than the ones on what we should be doing.
When things go pear shaped, don’t miss the chance to take a note on that for a future talk. The events may feel radioactive at the time, but get it down on the record, so that you can retell it when the pain has subsided. Particularly include the characters involved, the extent of the damage and the depth of the heroics or stupidity involved. Don’t be limited to your own disasters. Comb through the media and books for other people’s disasters, which can then be trotted out as a parable for doom and gloom.
Storytelling master Zig Ziglar copied the parables, probably without even giving it a second thought, because it was so much a part of his cultural upbringings in Yazoo City, Mississippi. As presenters we can find our own blue ribbon stories of triumph and catastrophe. We can wrap these up in simple, true renditions of reality that our audience can identify with and easily recall. The parables are well remembered for a reason – they work as a storytelling structure and we can adopt it for our own talks too. In ten minutes, I bet you can come up with at least two or three good incidents that have parable like qualities, which can then be fleshed out into mini-stories of business good and evil for an audience. Give it a try!
