01.28.24 Mastering the Art of Storytelling
Having been a tour guide for a manufacturing plant and now taking guests to visit cemeteries with my Bourbon Legends Tour I have learned that the ability to tell stories is crucial to engaging guests and making their experience memorable. I’ve been on countless historical tours, many to see natural wonders, and certainly have been making my rounds visiting bourbon distilleries. I have learned that tour guides have the power to always bring the place to life through words and stories. Here’s what I’ve learned over the years especially since I have started hosting the Bourbon Legends Tour.
1. Know the material inside and out. There is an incredible amount of research to truly understand the history, culture, and significance of a distillery you’re guiding people through. In addition to that, Kentucky’s bourbon history has many, many layers. It’s overwhelming to think about the complex business acquisitions and family trees that have shaped Kentucky’s bourbon industry. Is it important to know as much as you can? Definitely. The more you know the more confident you will be in your storytelling abilities, and the more likely you’ll be able to answer any questions that come your way. A good starting point is deciding the most interesting factoids to share with guests that are easy for you to remember then branch out from there on learning more details.
2. Focus on creating a narrative. There will be guests who are impressed with a tour guide who can spout off facts and figures, but that approach doesn’t help guests feel emotions. Try to tell a story that connects the different aspects of the distillery. For example, if you're leading a group through historic farmland that helped distillery owners start their businesses in the 1930s, you may want to consider describing the city during that period and how it grew at that time along with the farmland. At that point, you can weave in stories of specific people who started the distillery and notable events that resulted in growth.
3. Incorporate sensory details to describe what guests see, hear, smell, or feel like. This means describing what the place looks, sounds, smells, and feels like. For example, if you're leading a group through the distillery and approaching bourbon fermentation take a moment to describe and appreciate the unique aroma with a statement such as, “The smell is intense, but not overwhelming. It's a balance of sweetness and earthiness that reflects the natural ingredients used in the process.
5. Incorporate humor and emotion in your storytelling. This is a great way to keep your audience engaged and interested in what you are saying. For example, when I talk about Marjorie Samuels of Maker’s Mark I share a lively story told about her using her chicken fryer to make the red wax. This helps to connect with my guests on a more emotional level.
6. Practice makes perfect. Spend time practicing with co-workers, other colleagues, friends, and family members. It may be conducting a practice tour with close friends or practicing on Zoom with someone. The more you practice your storytelling skills, the better you'll become. I recommend recording yourself and listening back to see where you can improve. I’ve been a member of Toastmasters since 2011. Being a part of Toastmasters has helped me a great deal with my storytelling skills and the feedback I receive from other members has been invaluable. We meet on the 2nd and 4th Monday of the month at 6:30 in Louisville. Come join me for an in-person meeting or virtually. Your choice!
With time and effort, you can become a truly masterful storyteller as a tour guide, and create unforgettable experiences for distillery guests.
