Updated on: 14 Jul 2017

Storytelling for Business Professionals - The Art and Science of the Business Narrative - Expired

Course type: Workshops & Seminars
Category: Communications & Interpersonal Skills
Registration closing date: 15/07/2017
Provider: STJobs
Fees: SGD 350.00 Early Bird Discount ends 8 July
Duration: 1 Day
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Course Description


Whether you are writing a news release, crafting a sales message, creating social media content, or just looking for ways to get more sales, get busy crafting your stories and witness how they can be far more effective than reciting facts and business speak.

Brain scans are revealing that stories stimulate the brain and even change how we act. The classic language regions of the brain have long been understood, but it is only recently that scientists have come to realize that narratives activate many other parts of the brain. Words like cinnamon and lavender elicit a response not only from the language processing part of the brain, but also those devoted to smell. Researchers have also discovered that words describing motion stimulate regions different from the language processing areas.

Beyond this there is evidence that when a story is told, the teller and receiver’s brain become aligned so more information is retained.

You may use stories to:

·  Inspire and motivate others

·  Communicate their desired outcome more effectively

·  Articulate values and concepts in a way that makes them ‘real’

·  Provide their vision of the future

·  Communicate principles in a way that they are more likely to be remembered and repeated

While this skill comes naturally to a few, for the rest it can be learned through an understanding of why stories are so effective and how they can best apply the principles in their everyday communication.

This one-day seminar is designed for leaders.  Conducted in a supportive, highly-interactive environment, participants are able to apply the skills immediately in a supportive atmosphere.

Learning Outcomes

At the end of this highly practical workshop, participants will know:

·  How stories can be effective in ways that other forms of communication can’t

·  What makes stories work – and how to maximise that

·  The many different purposes that business stories can serve

·  How to identify their own stories and how to tell them with greatest impact

·  How effective use of stories can make them better leaders

Who should Attend

The members of the public is welcome to the attend this workshop. 

Other information


1.  Why stories are so effective

a.  Maximising impact

b.  Enhanced credibility

c.  Emotionally intelligent communication

d.  Powerful decision triggers

2.  Components of a successful story

a.   Structure

b.  Accessibility in Description (character and situational)

c.  Narrative flow

d.  Message

e.  Application

3.  Choosing your story

a.  Purpose

b.  Context

c.  Logistics

4.  Determining your purpose

a.  Motivating others to action

b.  Building trust in you

c.  Building your brand

d.  Transmitting your values

e.  Transmitting knowledge and understanding

f.  Leading people to the future

5.  Story Telling Skills

a.  Descriptive skills and techniques

b.  Dialogue skills and techniques

c.  Narrative Formulae

6.  Delivery Skills (Part 1 – Your Voice)

a.  Volume and emphasis

b.  Tonality

c.  Rate of delivery

d.  Pausing

7.  Delivery Skills (Part 2 – Your Visual Message)

a.  Posture and stance

b.  Gestures

c.  Movement

d.  Facial expression and eye contact

8.  Skills Application

a.  Participants’ presentations with feedback

Other information


2 Tea breaks and Lunch will be provided.


A Certificate of Participation will be issued at the end of the workshop. 

Contact Us


Kevin Ryan

Kevin Ryan

Trainer Description:

Kevin is an experienced conference speaker, workshop leader, facilitator and MC. He has twenty-five years experience as a corporate trainer and fifteen years experience as a professional speaker.

He speaks at conferences and seminars across Australia, New Zealand,  Asia and in the UK specialising in the areas of sales, customer service, humour in business and communication skills. His clients include large corporations, government departments, and small to medium size enterprises. 

He has co-authored nine books on business communication skills and humour in business that are used extensively throughout Australia, New Zealand, Asia, the UK and South Africa.  He writes regular columns on communication skills, sales & customer service and humour in business for a number of industry magazines.  He is the creator of the TILT! Selling program.

Kevin is a Certified Speaking Professional (CSP) which is the highest possible level in professional speaking and the only one recognised internationally.  He is the Immediate Past National President of the National Speakers Association of Australia.

Kevin spent over thirty years in sales, sales management and sales training before becoming a full-time speaker and workshop leader.  His passion is helping underperforming salespeople lift their performance and taking top sales performers to the next level so they can reach their full potential.  He is also one of the few sales trainers specializing in sales presentations – particularly relevant for those selling to a board, committee or assessment panel.  One organisation that engaged Kevin for training in this area says his guidance has been a major factor in their winning projects worth $50M in just three months.

Updated on: 14 Jul 2017
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