Humans love stories. We have done since the very dawn of language.
We tell anecdotes to pass on news, to entertain, to illustrate a concept, to teach and above all, to connect with each other's thoughts, feelings and experiences. It's in our nature to tell stories when we want to make a point, illustrate failure and success or to tell someone how we feel. We all do it.
But, telling unique stories, and telling them memorably? Now, that's an art. Fortunately, one that we can learn with a bit of guidance and lots of practice.
There are many storytelling masters on the internet. I follow a lot of them, and I'll introduce you to some as we go.
I wanted to know what makes a good story and to get some practical tips for storytelling on a podcast. So, I sat down with storyteller, communications coach and genuine nice guy Jason Gunn, to talk about how, why and when we should tell stories from our own lives when we appear on podcasts.
Table of Contents
Benefits of storytelling in a podcast interview
I can think of many practical reasons to tell business stories and personal anecdotes during podcast interviews.
Listeners are far more likely to stick around for engaging conversations and stories about how to overcome challenges or how you learned a valuable lesson. Stories emphasize that you're human, too. Now, you may laugh at that (of course you're a real person!) But, considering that Google's Notebook LM can already generate a stunningly realistic podcast, proving that you're human is now more important than ever.
Stories make fantastic soundbites for social media. And you can generate great quotes and snippets, too. What's more, telling a tale about how you helped your client up their sales by 50%, or realigned their work-life balance will illustrate the benefits of working with you far better than dry facts and figures.
But above all that Jase says, one benefit trumps them all.
The great thing about stories is, they're memorable. They take you on a journey. It has a few twists and turns, and at the end of it you come back to where you started, but you’re better off for it.
That’s something that stories have always done when they’re told well, but it's very difficult to get that with facts and figures and statistics. They're not easy to remember.
How to tell a captivating story
A story is a bit like a well-prepped meal—each ingredient has a place and purpose. Let's check out the recipe by diving into Aaron Pang's superbly crafted story, told at a 2019 live Moth event.
Hook them in
Arresting stories start with a hook—something that grabs attention and makes your listeners want more.
"So, I'm commuting home from work, and when I walk into BART, San Francisco's subway system, I am instantly annoyed..."
Immediately, we want to know why. Why is Aaron annoyed? Is it the crowded subway (we can empathize with that) or has something unusual happened?
What's the problem?
Next, set the scene to paint a picture and give context, then introduce the problem. Your story needs a challenge. It's what makes people care.
"...because I walk with a cane and I wear leg braces, and I notice that the elevators and escalators are out of service. Which means ... I have to start off my commute by walking down three flights of stairs."
We're pulled deeper into the story. Now, we know why Aaron's frustrated but it opens a raft of questions which I'll sum up in one: what happened next?
Add tension
An effective story includes conflict or tension. That doesn’t mean you have to include a fight.
Conflict can be an internal struggle between staying safe or taking a leap of faith. Or conflicting values, like a time when you had to choose between integrity or ambition. Perhaps tension builds because the outcome is in doubt, or is influenced by other people or circumstances.
The tension in Aaron's story of navigating those steps in a crowded station builds with each faltering step because of other people's reactions.
"About halfway down, I hear this disembodied voice from the top of the stairs. A man who's obviously had a very long day. And he just yells, "Oh my God! Walk faster!"
How did it end and what did you learn?
Wrap up your story by sharing the outcome. What happened after the turning point? Then, offer a simple message. This is where you tie it back to the audience or podcast topic, showing how your story adds value or inspiration.
There might be times, too, when you can add something for listeners to try or think about their own situation, based on your story.
Aaron's story has a simple but powerful conclusion. I won't tell you what happens—you should watch it for yourself.
Language matters
How you relate the story matters, too. Keep it short and use humor, suspense and surprise whenever you can.
Aaron laces his story with wry humor that adds to the emotion and drama of the everyday difficulties of navigating life when the simple act of walking is so hard.
"Every train car has reserved seating for people like me. And these... allow me to play this game I like to call Accessibility Seating Chicken..."
Practice matters even more
It can be really hard to get a natural flow going. Good storytellers make it sound easy, but I guarantee they've put in hours of work to get to the point where storytelling seems effortless.
You want to know the words you'll say, but at the same time you don't want it to sound memorized or forced. So, that's a balancing act. Aaron Pang's speech at The Moth is a great listening experience. He speaks quietly but knows when to pause, when to speak faster and when to throw in humor to emphasize the frustration a disability can cause. He might not be a podcast guest as such, but listen carefully because you'll learn a lot about the art and craft of storytelling.
Try the 'traffic light' system
Jason Gunn teaches his clients to think of a traffic light—red, orange, green—when crafting and practising their stories. He told me:
"Most of your story should be in orange, an easy pace and volume. However, you can't be in orange all the time. At some stage, you need a moment of passion when your tale goes into the green. The excitement goes up, the volume goes up, maybe it gets a bit faster. But we don't want to stay there too long because that can be a little difficult to listen to. So we come back to the orange.
"And then at some stage, you need to slow down and practice the power of the pause. You put the handbrake on and you go into red. And in this moment, it's when you really drop the truth bomb, or you really give that thing that you want your audience to digest, and you make them go Wow!"
Jason suggests using red, orange and green markers to highlight the passages in your speech. Where is it orange? Where is your red moment and which part is green? The exercise is a great help in learning how to pace your story. And you might also realize your story doesn't have a red moment, or a green one, so you can go back and add that in.
Once you've sorted your storytelling elements, Jason says tell your tale with genuine passion.
I don't try and retell my personal stories, I try and relive them with people because I want you to feel what I felt. If I was scared here, if I was vulnerable here, if I was passionate or excited here, I want you to feel those same things.
How to choose the right stories to tell
Everyone has stories, Jase told me, but often we're unaware of them. One of the most enjoyable parts of coaching, he says, is walking people through their life, teasing out the questions and answers: Where did you go? Who did you meet? What did they do? How did that make you feel?
What's the secret to finding a good story?
"Think about what emotions you want your audience to feel. Then ask yourself - when have I felt that emotion? If you ask the right questions, your brain will come back with the answers. So, if you were going to appear on a podcast and you wanted to tell a story that revealed how you're a bit of a worrier, ask yourself when was a time that I really worried about something?
"It’s not just about sitting there wondering what's a story I've got.
"When you're trying to come up with an example, ask yourself when is the last time that ever happened to me? Has that ever happened to me? Have I ever felt that? When was that? What was going on?"
It’s a combination of having a good story that suits the occasion and knowing why you’ve told that story. Finding the right story and then really crafting it. Because the art of storytelling is more than just having a good story and then knowing what you want the outcome to be.
Illustrate your approach with client stories
We've all had those moments. Like when you poured your heart and soul into solving a client's problem and suddenly everything came together. Or that time your company culture workshop helped turn a whole department from a dysfunctional mess into a tight-knit, supportive team.
Turning those challenges into stories can be a powerful way to emphasize your credibility. It shows how you work and gives listeners a chance to see themselves in that situation and how to find the way out.
Choose stories which can illustrate several takeaways depending on the audience.
For example, on a productivity podcast you might explain how you helped your client increase their output with less effort and keep that audience engaged by focusing on efficiency and performance. But you could tell the same tale on a fitness podcast and focus on the fact that your client can now devote more time to their exercise program or hiking with their family.
Example #1: Storytelling about clients
In an episode of Entrepreneurs on Fire, podcast guest Kelsey Shumway uses a client's case study to demonstrate her playbook for repurposing a success story into content that converts.
"I have a client who's in the real estate business. More specifically, he helps people sublease either retail space or storage space...That, I think, was a really good example of doing that entire playbook and utilizing a success story as a humble brag, as a piece of content, and then also writing a really good caption and having a great call to action as well." Kelsey Shumway
Example #2: Research stories
Consider telling stories about industry surveys or studies that illustrate your point. That's especially effective if you had a hand in the research, but even if you didn't, it still shows that science backs up your opinions.
In this example, voice coach Roger Love illustrates the importance of varying your intonation by telling Marie Forleo about a study on the subject.
"But words don't matter as much as the sounds that are attached to words. There was an amazing study done a couple of years ago. And up until that point, they would do these surveys and basically try to figure out, when I speak, how many different emotions can you register or identify..."
And Marie's takeaway from that story: "It's not just what you say, it's how you say it."
Notice tiny moments
Have you ever noticed that the best stories often focus on small moments within an event rather than trying to cover the entire experience? As listeners, we can relate to the humanity of small moments. As storytellers, it's easier to create layers by adding tiny details. We build tension and anticipation and deliver our key message when we keep the tale focused.
Keep a journal, notebook or file where you can note thoughts and incidents. Do it daily, and you'll soon have a host of memories to call on when you need a good story.
Ann Handley (one of my go-to storytellers, partner at Marketing Profs and author of 'Everybody Writes') often talks about noticing tiny moments and ordinary incidents. She interviewed actor and writer BJ Novak on stage at the Content Entrepreneur Expo back in May 2024, and wrote some highlights in her newsletter.
Many people notice curiosities as we go about our daily trips to the post office or airport or coffee shop...But only artists record it. Only we use it. Only we notice that noticing.
Pay attention to what doesn't fit an expected pattern: Dialogue, signs, behaviors. Notice the moments that make you pause.
But now you know the secret too. You can cultivate the habit of ‘noticing what you’re noticing’ even if you don’t think of yourself as an artist.
Emotion matters
When you're looking for examples of heartfelt stories in small moments, you can't go past The Moth. This nonprofit organization "celebrates the commonality and diversity of human experience through the art and craft of true, personal storytelling" with live shows, radio, books, video and podcasts.
Kate Tellers is their Senior Director and a co-author of the book "How to Tell a Story." Her thoughts in an interview on the KQED Forum podcast might help you decide which of your stories to choose:
"Stories are 'my life was this... and then one day...'
Moth stories are about human connection and, as human beings, we respond to seeing someone reveal a piece of themselves...to share that vulnerability."
This is perfect for telling personal stories that illustrate change, but it's also essential when you're telling customer stories, too. Getting to the heart of their problem, its emotional toll and how you helped them out of it helps to create connections between you and the audience because they can relate.
Know the podcast's underlying themes
Every podcast has its own tone and focus,, and you can tailor your stories to suit.
If you’re on a business podcast, maybe you'll emphasize personal growth, leadership, or lessons learned in your career. On a wellness podcast, you might choose stories about overcoming obstacles or finding balance in life.
Whenever you choose a story, think about these three vital elements:
- What would I like these listeners to know?
- What do I want them to feel?
- What do I want them to do because of hearing this story?"
Understand the podcast's target audience
Every podcast's audience is different. Different demographics, interests, viewpoints, reasons for being there. So, each host needs interviews that cater to their particular set of listeners.
Jason says it’s like radio stations.
"Different stations have different genres, different listening groups. So, think about why would someone come to this podcast? Who's listening to this podcast and how can I help them? How can I best serve them?"
Craft stories that illustrate key points
Seth Godin's a blogging legend, having written a blog post each day for 30 years. He's a marketer, strategist and author, sharing his stories in books, articles and as a guest on countless podcast episodes.
On "How Stories Happen" Seth shares this philosophy about stories:
"If you are trying to make a difference as a storyteller, whether it's as a speaker or a marketer, you're actually a teacher...One of the rules of teaching is don't steal the revelation... If YOU finish the line, it's yours. If I finish it, you just write it down in your notebook."
So, the whole point of telling a story, then, is to help listeners learn something.
It might be valuable information to use in their business. It might be funny, with an ending that makes people think about how they handled a similar problem. Or, perhaps you're opening up, being vulnerable and, by example, helping listeners deal with difficult moments in their own lives and emotions.
When to drop in a story
Your stories can make a lasting impression on the podcast host and their audience. You'll often find the chance to tell stories when answering questions or as part of the conversation.
Have you faced challenges? Use those stories to inspire the audience to overcome their own challenges. You've experienced something similar and this was your solution.
On the other hand, your client stories might serve as examples or show that you understand the listeners' problems and have proven strategies to help.
Stories might bring up thought-provoking questions, or illustrate unique perspectives. However, you should always tie your stories back to the audience and what they'll take away from hearing your experience.
Jay Acunzo is another of those storytelling masters I mentioned earlier. His work is all about resonance and he expands on the idea of what stories to tell and when in "Are Your Ideas Worth Developing."
Examples of storytelling in podcast guesting
I've listened to hundreds of podcast episodes and countless stories over the past few years. Some I instantly forgot. Others stick in my memory. I recount what I've learned from those stories to others and share the podcasts whenever I can.
Let's examine a few of them.
Alan Alda on 'Hidden Brain'
What you can learn
Alan Alda knows how to tell stories, there's no doubt about it. Each tale in this episode includes all those essential elements—hook, tension, humor, a subtle something the audience can takeaway at the end. Listen carefully to Alan's stories if you're struggling with pace and tone, and see where he pauses, speaks softly, increases volume or lets the moment speak for itself.
Fawn Weaver on 'Future of Storytelling'
When Fawn Weaver discovered Jack Daniels' and his first master distiller, Uncle Nearest, she decided to dive deeper into the untold tale. In this FoST episode, Fawn tells how she uncovered more and more layers, made lasting connections and eventually co-founded a brand new whiskey brand. Then she wrote a book about the whole experience.
What you can learn
The entire episode is an engaging conversation, filled with stories that make the facts memorable, lead you through a journey and leave you with something to think about.
And so the idea that the entire world saw this story one way and I saw it another way, I believe is what drew me in, is that I had the opportunity to take a story that people had determined was negative but I believed was positive and see if I could prove that.
Julia Louis Dreyfuss—Wiser Than Me
If you're like me, you tune out a little during podcast guest introductions. They're pretty standard - this is who my guest is, and this is what they've done, etc., etc.
This example isn't about storytelling as a podcast guest, (although you will hear many well-told stories in the episode) but I can't resist including it here because of the introduction.
What you can learn
If you're a podcast guest who also hosts a show, this one's for you.
Julia's introduction of Julie Andrews is a superb example of storytelling in an introduction. She's clearly done her research as she paints a picture of an extraordinary woman, but you can also hear her building rapport with her guest (and us, the audience) during the whole passage.
Ron Davis Alvarez on Hope is a Verb
Every now and then, you come across a story that makes you feel like anything is possible. And that's exactly how we felt when one of our subscribers sent us an article about something called The Dream Orchestra. What makes this orchestra extraordinary is that most of its musicians have never played an instrument. The group is made up of young refugees and asylum seekers from places like Syria, Afghanistan, Albania and Somalia. Angus Hervey, Hope is a Verb.
What you can learn
Great examples of stories starting strong and leading you into the moment and on a journey. Here's one:
Amy: Can you take us back to that moment at the train station in Stockholm in 2015, when you decided to create The Dream Orchestra?
Alvarez: If I close my eyes, I still remember that moment. Because it was a moment where I see something that I never seen before. And it was so many kids and young people arriving with a really strong, sad face.
And another:
Amy: How did you take all of that and turn it into an orchestra?
Alvarez: Well, it was very difficult first to convince people to that I want to make an orchestra with this unaccompanied minors and kids who are arriving from Syria, from Afghanistan. And, actually, I'm planning to do it for free. The first answer I remember was like, we cannot do an orchestra right now, because orchestra is not in our priority.
See how both these examples lead you into the tale? I bet you want to know what happened next.
James Clear on 'Design Matters'
James Clear is an author who makes excellent use of podcast guesting to promote his book, Atomic Habits and he's told success stories countless times on podcasts. For example, in this conversation with Ed Mylett, James tells the story of Mitch, who not only lost over 100 pounds but kept the weigh off, too. A highly-relatable tale for anyone struggling with similar pain.
What you can learn
This story has a good example of concluding with a takeaway that listeners can apply to their own situations, not just to losing weight or going to the gym.
He had this little rule, he had to leave after five minutes. So he'd get in the car, drive to the gym, get out, do half an exercise, get back in the car, drive home... And this gets us to that deeper truth about habits, this idea that a habit must be established before it can be improved.
Emilie-Kate Owen on Half a Sandwich
Emilie-Kate Owen is an accomplished presenter, radio host and comedian. But while she has many stories about that side of her life, that's not the focus of this conversation on Half a Sandwich because Emilie-Kate is also co-founder of an education app and a charity that helps parents of children with special education needs.
"It was good for me, too... It took edges off me that needed taking off...It's such a good way of explaining how it changes you, having a child with special needs..."
What you can learn
How to be vulnerable during podcast interviews. I know, it takes guts to reveal your feelings and vulnerabilities to the world. Nevertheless, those are the moments that have the most impact.
Bonus tip: How to retell a story multiple times without losing feeling
You probably did some audience research before you pitched the podcast host, so you might have a good idea of the audience already. You might also ask the host a few more questions while you're preparing.
Jason speaks to diverse audiences every week, so I asked how does he cope with that?
"First, remember that you might be telling this story for the umpteenth time, but it is the first time this audience has heard it. So, it should never feel like you’re on autopilot.
"Before I go out on stage, I find somewhere quiet, close my eyes, do some breathing exercises, and think about the stories I'm going to tell. It's a bit like a pilot, doing a pre-flight check. I gather my cast and I remind myself who's in my stories and why I'm telling their story.
"Hey, Molly. Hey, Sean. Hey, Mum. Hey, Dean. Hey, Dad. I'm going to tell your story now, and I'd like you to come with me. So, I'm very present in the moment.
"If I'm going to tell the story of Sean, who passed away when he was about 12. I'll sit there and think about that. How does that beautiful boy make me feel? Right. How can I make those people out there feel that?
You might hear my stories three or four times, but you'll still go, "Oh I love this story!" That's the goal you're after."
Final thoughts
Stories have power.
They connect us to each other, help us understand another viewpoint and give us ways to learn and remember. We can illustrate complex ideas through stories or create a shared experience. You may have incredible achievements against all odds, but it's the stories within those accomplishments that make you a memorable podcast guest.
I always say storytelling is like taking the Backlot Tour at Universal Studios. You hop on a tram, and you don't know where you're going. Sometimes they tell you what's around the next corner, other times they don’t, and you get a bit of a fright. You know, there's some emotional bits, there's some scary bits, there's all sorts of bits. And you end up right back where you started. But you're so much better off for the experience. That's what a good story should do.
Jason Gunn
Do you want to get your story heard by more podcast listeners? Try Rephonic to find and book more podcast appearances.
