Why do some messages stay with us while others disappear the moment we leave the room?
It was April 11th, 2025.
I was at the Toastmasters Division A contest at Strathmore University, surrounded by some of the best speakers across the Division.
One speaker finished.
Another stepped up.
The room filled with stories, humor, lessons and powerful presentations.
I listened, applauded, took notes and videos.
But as I walked out, I noticed something.
Some presentations were already fading. Others stayed.
I remembered the “wifeless story”, about finding a wife, red flags in relationships and the cost of divorce, and others that were told in a vulnerable and authentic way.
That made me wonder: why do some messages stay with us?
The answer may be simpler than we think.
Stories are easier to remember than isolated information.
One widely cited statistic says 63% of people remember stories they hear during a speech, compared with only 5% who remember individual statistics.
Think about that.
Give someone a room full of numbers, and they may forget them. Give them a story, and suddenly the information has somewhere to live. And that's why stories are powerful. Here are 3 reasons why story sells.
1. Memory
If you want your message remembered, wrap it in a story. Don't just tell me what happened. Tell me who it happened to. Show me what they saw. Let me feel the problem.
Now I have something to remember.
2. Value
Stories can change how we perceive value.
Rob Walker and Joshua Glenn bought ordinary objects for very little money, then asked writers to create stories about them. The objects were later sold with those stories attached.
One object bought for $1.29 eventually sold for $3,612.51, a roughly 2,700% increase.
The object didn't change. The story changed how people perceived it.
What if by using a story your message improves 2,700%?
3. Trust
Stories create connection.
Research has explored how emotionally engaging stories can trigger the release of oxytocin, sometimes associated with bonding and trust.
When someone shares a struggle, mistake or vulnerability, we don't just receive information. We see ourselves in them.
That's what I experienced at the contest.
I don't remember every statistic. But I remember the people. Their relationships. Their mistakes. Their vulnerability. Their stories stayed.
And that's when I realized:
Communication isn't just about transferring information. It's about making information stick.
So, whether you're giving a Toastmasters speech, presenting a product, selling an idea or leading a team, don't ask only: “What information do I need to give them?” Ask: “What story will help them remember it?”
Because people may forget your slides, facts, and information. Weaving a story-worthy moment along with your facts, slides, and information will help your audience carry your message long after they've left the room.
Remember, it's about 3 things: memory, value and trust.
Story sells!
First shared on [LinkedIn](https://www.linkedin.com/feed/update/urn:li:activity:7500502812594888704/) by The Hill Toastmasters Club.