We often talk about storytelling as if it is always a good thing. But storytelling can also mislead. Here are three questions to ask before choosing storytelling in speeches as a tool.
The role of storytelling in speeches
I used to ask myself: was the story we were told meant to inform us… or meant to distract us? That is why I wanted to speak about the real power of storytelling. Because power, by itself, is neutral. It depends on the hands that use it.
Rhetorical storytelling should serve as a tool in your speech, making it stronger. So it is crucial that, when you choose a story to include, you choose one that serves the main subject of your speech. But how exactly does it work?
1. Timeline
Stories naturally unfold over time. Because of this, they provide structure and create a timeline for your speech, making it easier for the audience to follow.
2. Illustration
Storytelling for speeches can be used to illustrate an idea or concept. By telling a story, you immediately give your audience a visual frame of reference. It also keeps them engaged because the nature of storytelling keeps the brain active. Someone listening to a story is constantly using imagination.
3. It Serves the Purpose of the Speech
When well chosen, storytelling reinforces the main purpose of the speech. And that is when things start to get interesting. Let’s look at this more closely.
When to use storytelling in speeches?
When I started taking writing seriously and committed myself to becoming an author, I found a very good mentor. One day, he told me something I have never forgotten: “Nayara, storytelling is like applying baby powder to someone’s body. It is extremely intimate.”
This is unusual advice. But brilliant at the same time. Because you cannot just start applying baby powder without care. And in the same way, you cannot simply throw stories at people without intention.
Following his advice, I came up with three essencials before including storytelling in a speech. These lessons apply not only to storytelling, but to communication, leadership, writing, and life.
1. Clarify Your Purpose
Before you tell any story, ask yourself: What makes me angry?
Yes, what makes you angry. Anger often reveals what matters deeply to you. It points to injustice, frustration, or truth that has been ignored. That is where authentic voice begins.
When your message comes from something real, it carries weight. It becomes visceral. People feel it. Even if your storytelling technique is not perfect yet, truth gives strength to the message. If you want to read more content on how to write purposeful and impactful speeches, read my article: Writing Powerful Speeches.
2. Choose the Right Audience
Whenever I use the baby powder example, I ask myself what mothers would do. Which brand would they choose, and why? Mothers know baby powder better than most marketers ever will. They know the brands. They have tested what works. They know what caused irritation and what did not. Their choices are personal and tested.
And that is exactly how audiences work. Different people respond differently to stories. What inspires one person may offend another. What comforts one group may confuse the next.
So before adding storytelling to your speech, ask yourself: 1) Is this story right for these people? 2) Can they receive it? 3) Will it help them, or harm them? You do not want to leave your audience emotionally scarred because you were careless.
3. Tell the Audience… Without Telling
How do you tell an audience what they are about to experience? Well, that is simple: YOU. DO. NOT.
In good storytelling, you show—you do not tell. But people still need signals. They need orientation. They need to understand the emotional contract they are entering.
That is why speech openings matter so much. A good opening: 1) captures attention and 2) tells people what kind of journey is beginning.
In books and films, the opening scene introduces tone, genre, mood, and promise. For example, a thriller feels different from a romance in the first minutes. A comedy announces itself quickly. A drama prepares the heart. And the same is true when using storytelling in speeches.
Your opening should let people know what world they are stepping into.
Storytelling Is Responsibility
Storytelling is not decoration. It is not filler. It is certainly not manipulation when used rightfully. Storytelling is intimacy. It enters the mind quietly and stays there. That is why we must use it carefully—with purpose, awareness, and respect for the audience. And maybe the most important question is not: Can you tell a powerful story? Instead, it is: What will your story do to the people who hear it?
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