Every great storyteller knows there’s a rhythm to good communication — a beginning, a middle, and an end. But when you strip it down to the basics, storytelling follows a simple, powerful formula that ensures your audience stays engaged and remembers your message:
Tell them what you’re about to tell them.
Tell them what you wanted to tell them.
Tell them what you just told them.
It might sound repetitive, even a little boring, but here’s the secret: it works. Every great speech, sermon, and movie follows this same rhythm. It’s how you make people remember what you said.
And I’ll be honest — this structure drives my kids crazy.
Whenever I start telling a story, I can see it in their faces. The look that says, “Here we go again…” I’ll set the scene, tell them what I’m about to say, then actually say it, and by the time I circle back to the point, one of them is usually rolling their eyes or saying, “Dad, you already said that!”
But you know what? A week later — sometimes months later — they’ll bring that same story up, word for word. They remember every bit of it. And that’s the goal. The purpose of storytelling isn’t to sound impressive; it’s to make the story stick.
1. Tell Them What You’re About to Tell Them
This is your hook — the moment you grab attention and set expectations. You’re not giving away all the details yet; you’re preparing your audience for what’s coming. Think of it like showing them a roadmap before the journey begins.
When I start a story with my kids, I’ll say something like,
“You’re not going to believe what happened when I was your age…”
Immediately, I’ve got their attention. They’re curious, leaning in, waiting for the story. Setting the stage like this helps your listener get ready to listen. They know where we’re headed.
This step also helps you clarify your own thoughts. When you tell people what’s coming, you force yourself to organize the story in your head. It’s the difference between wandering through a story and guiding someone through one.
So whether you’re writing an email, giving a presentation, or sitting around a campfire, start with a simple signal that tells your audience, “Hey, something good is coming. Pay attention.”
2. Tell Them What You Wanted to Tell Them
Now comes the meat of the story — the middle. This is where emotion, conflict, and transformation happen.
Here’s a simple structure that works for nearly every story:
The setup: Introduce the problem or situation.
The tension: Something goes wrong or needs to change.
The resolution: The problem is solved or the lesson is learned.
When I tell stories to my kids, I try to include something they can see or feel. Like the time I told them about when I was 12 and got caught trying to sneak out of the house at night to meet my friends. I described the creaky floorboards, the flashlight beam from my dad’s room, and the sound of my heart pounding.
They were hooked. Not because it was dramatic (okay, maybe a little), but because they could see it. They could imagine it happening. And when you make people feel like they’re there, they remember the story — and more importantly, the lesson that comes with it.
In business or marketing, the same principle applies. People don’t connect with statistics or mission statements; they connect with struggle, risk, and triumph. So if you want someone to remember your point — whether it’s your brand message or a personal truth — don’t just tell them what happened. Tell them how it felt.
3. Tell Them What You Just Told Them
Finally, you bring it home. This is where you tie it all together and remind people what they just learned. It’s the “moral of the story” moment — the part that transforms your story from entertainment into impact.
When I’m done telling a story, I always circle back:
“So that’s why it’s important to think before you act,” or
“That’s why I always double-check my work before I turn it in.”
And yes, this is usually the part where my kids sigh and say, “We know, Dad.” But a few days later, when something happens in their own lives, I’ll hear my words come right back out of their mouths. They got it. The repetition worked.
Repetition isn’t redundancy — it’s reinforcement. It’s what cements the story in someone’s mind. That’s why great communicators don’t just end a story; they echo it. They bring the audience full circle.
The Bottom Line
The best stories don’t happen by accident — they’re intentionally structured to engage, educate, and stick. You can use this same three-part formula in a speech, a sermon, a blog post, or even a conversation with your kids.
Tell them what’s coming, tell them the story, and tell them what they just heard.
It’s simple, powerful, and unforgettable.
So next time someone looks at you halfway through your story and says, “Didn’t you already tell us this part?” — just smile. Because one day, they’ll repeat that same story to someone else.
And when they do, you’ll know your story stuck.
