Some of the Best Storytellers Are Stand-Up Comedians Like Seinfeld and Gaffigan
There is abundant online advice on how tell a good story. The most useful advice is learning how to become a great storyteller.
You could devote a lot of time studying story structure, character development and emotional resonance. Or, you could spend time watching stand-up comedians like Jerry Seinfeld and Jim Gaffigan whose comedy routines are full of stories on a wide range of topics.
Seinfeld and Gaffigan get paid lots s of money to make audiences laugh. But their craft of writing and delivering funny bits informs all types of storytelling. They are some of our best storytellers.
Jerry Seinfeld
Seinfeld has five writing tips, which he shared in a surprise appearance at the Gotham Comedy Club in New York where he goes to try out new material. Seinfeld’s tips came in response to an audience member’s question about what makes a good comedy routine.
- Start with a funny topic. (For non-comedic stories, substitute “engaging” for “funny”.)
- Imagine emotions connected with a funny (or engaging) topic.
- Provide a logical train of interesting details to animate a running set of jokes (or flesh out an engaging sequence of events.)
- Compress the material, sharpen the ending and adjust the pacing.
- Test the material in front of a small audience for its emotive impact.
Seinfeld’s tips underscore that good storytelling results in good stories. “I’m not that funny,” Seinfeld said. “So I became obsessed with the technique of stand-up comedy. The closer you can get jokes together, the bigger the laughs will be. Compression is a very important aspect.” In other words, how you tell a story is as important as the story itself.
Jim Gaffigan
Gaffigan simultaneously pursued careers in acting and stand-up, while earning a reputation for “observation comedy” – turning everyday events into stories and punchlines. “Understanding the structure of jokes and what makes things funny is… it’s actually more fulfilling than the joke,” he says.
Through much of his career, Gaffigan has collaborated with his wife Jeannie. He says she helped flesh out jokes and highlighted material that fell flat.
“Stand-up spoils people on a lot of things. There’s an immediacy to the creative fulfillment,” Gaffigan says. “With acting, the audition process is like stripping, but you don’t get a dollar afterwards. With writing stand-up, you come up with an idea, execute that idea, rewrite that idea and it’s a lot of rewriting.”
Storytelling and PR
Storytelling and public relations have become new best buddies.
“In public relations, storytelling has become a powerful tool used by organizations to describe their brand, illustrate a message and engage with customers, audiences and stakeholders,” according to The Hoyt Organization. “At its core, storytelling in public relations is an art form that requires honing the craft of telling appropriate and effective stories to different types of audiences. To become a master at this art, you need to understand who your audience is and what story will resonate most with them.”
Storytelling works because “it creates narratives consumers can imagine and generate interest, awareness and loyalty,” says Hoyt. Compelling stories also “inspire people with powerful and positive messages” and “inform, educate and entertain readers.” Storytelling can effectively “communicate technical aspects” of products and “build a unique brand voice that’s memorable”.
“Ultimately, remember that storytelling is about emotional connection, not selling,” Hoyt advises. “Be sure to craft a story that resonates with your audience and helps them understand the deeper meaning of your brand.”
This is good advice, though it skips past the role of storyteller . Who tells the story and how it’s told are essential to successful storytelling. That’s why brands pay huge sums to celebrities to pitch their products. But pitching and storytelling aren’t the same thing. Just like advertising and public relations aren’t the same thing. Make sure to avoid circular communication firing squads.
The reason Seinfeld and Gaffigan are successful is because their storytelling connects with their audiences. Seinfeld’s humor exposes irrational things all around us. Gaffigan makes us laugh at irritating things that confront us. In both cases, they make the connection as effective storytellers. Audiences “buy” their jokes because they’ve already bought in on them as effective storytellers.
Traits of Great Storytellers
Digital Vidya spotlighted 15 great storytellers across the media universe and traced the source of their appeal. Here is a quick overview of some storytelling stars:
Filmmaker George Lucas created a make-believe galaxy far, far away that was relatable because it fused the familiar with the fantastical.
Social media marketer Brene Brown created a niche by telling and encouraging stories centered on vulnerability and empathy as pathways to positive change.
Showrunner Shonda Rhimes has stressed diversity in creating compelling characters and breakthrough narratives in shows like Grey’s Anatomy and Bridgerton through use of sharp dialogue and intriguing plot twists.
Writer Neil Gaiman fills novels and comic books with a cast of rich characters in surreal stories that remain clear, coherent and engaging all ages.
Media mogul and actor Oprah Winfrey made her mark by amplifying marginalized voices and advocating for social change.
Vlogger Casey Neistat has risen from a dropout to become a YouTube phenomenon with dynamic cinematic style and a commitment to authentic self-expression.
Author Stephen King specializes in horror stories exploring human nature and imagination that tap into universal fears and desires of readers of all generations.
The Point of This Story
Storytelling is a powerful communication tool that has been tried and trusted for eons. However, it is a mistake to separate good stories from great storytellers, whether in writing or on stage.
The role of a storyteller is to engage an audience and elicit a reaction. Their medium is a good story well told. So before hopping on the PR storytelling bandwagon, make sure you lasso a great storyteller to go along on the ride. They are easy to spot but hard to find. With training and dedication, the great storyteller could be you.
