…and what the arts can teach you about making people care

We say this a lot, but it’s true: everything we do in the arts is about connection. Through music, dance, drama, visual art - we’re telling stories.

We’re evoking emotions.

We’re holding attention.

And if you’re running a business, guess what?

You need to do exactly the same.

Storytelling isn’t just for the stage

Whether you’re pitching your product, introducing yourself at a networking event, or simply posting on social media - your job is to create connection. And storytelling is the shortcut to making people care.

You may not see yourself as a “performer,” but every time you present yourself or your business, you’re performing in some way.

You’re stepping into a space where your words, tone, body language, and emotional energy are either going to connect… or they’re not.

So today, we’re sharing why storytelling is a vital skill in business - and how to steal the secrets of performers to help you pitch with presence, build trust, and be remembered.

Tip 1: Your Pitch Is a Performance

Let’s get this straight: your pitch isn’t like a performance - it is a performance.

Whether you’ve got 5 minutes on stage or 5 seconds in a lift, you’ve got to hook your audience fast. That means:

• Strong body language

• Eye contact

• Tone variation

• Clarity

• Confidence

It’s everything we coach our students in on stage - and it works exactly the same in the boardroom or at a networking breakfast.

Think of your pitch like your opening night.

You’ve got one shot to make that first impression. Start strong, end stronger. (Because let’s be honest - most people forget the middle!)

Tip 2: Find Your Hook

If you’ve ever watched a boyband key-change moment (we see you, Boyzone), you’ve seen the middle-hook strategy in action.

The song key changes - they stand up, the lights change, the chorus hits harder - and you feel it.

Your pitch needs that too.

The truth? AI can’t do this for you. It can’t feel what your audience needs.

It doesn’t know how you walk into a room, how you use your hands, or how to adjust your energy based on the crowd.

Only you can create that emotional connection.

Only you can be you.

So when you’re preparing that pitch or presentation, ask yourself:

• What story are you telling?

• Why does it matter?

• How can you feel it so your audience does too?

Tip 3: Confidence Comes From Red Knickers

Let us tell you about the red knickers.

At a business event once, a woman stood up and said, “I wear big red pants when I want to feel strong.” And honestly? Genius. No one can see them - but she knows they’re there. It’s her invisible power layer.

Your red knickers might be a mantra, a favourite outfit, a grounding technique, or a deep breath.

The key is: you need to prepare your mindset as much as your message.

Tip 4: Practice, But Make It Real

There’s only one word for this: practice.

And then… practice again.

Record yourself. Watch it back. Try it different ways - louder, softer, smiling, serious. Try it standing. Try it seated. Try it in the mirror.

Then do it in front of people.

Then do it in front of people pretending to be awkward or unengaged. Because real audiences aren’t always polite.

Research shows that to embed something into your muscle memory, you need to rehearse it 30 to 150 times.

That might sound extreme, but when you do, your body knows what to do - even when your nerves kick in.

Tip 5: Prepare to Adapt

No two performances are ever the same.

And your business pitch shouldn’t be either.

Your energy will change depending on how you slept, what you ate, what came before you on the schedule.

Your audience will be different every time - buzzy at breakfast, sluggish after lunch, bored by presentation 12.

You’ve got to learn how to read the room and adapt.

This is something we train performers to do instinctively.

It’s why storytelling isn’t just something you say - it’s something you do.

You adjust, respond, pivot. That’s where the magic lives.

The Result: Emotional Connection

When you learn to tell your story in a way that feels real and lands emotionally, people don’t just listen - they lean in.

They remember you.

They follow you.

They want more of your story.

And that’s where the magic happens - in the relationship that starts because you were brave enough to share a piece of your journey.

So, does your business need storytelling?

Yes. But more than that - it needs you.

Because when you use the tools we know so well in the arts - presence, emotional connection, performance technique, rehearsal, adaptability - you create not just a pitch, but a performance people remember.

Want help finding your story and building the confidence to share it?

This is what we do at BHVA.

Whether it’s a networking pitch, a keynote, or just being more visible online - we help individuals and organisations learn how to connect.

Your journey, Your story.

Let’s tell it well.