The Art of Storytelling in Business
“The universe is made of stories, not of atoms,” poet Muriel Rukeyser famously said. A seemingly ludicrous suggestion in a world where we seek proof that a + b=c. But in truth, our natural instinct to find a correlation between ‘a’ and ‘b’, is precisely why storytelling appeals to us, and indeed, sits at the core of our existence.
Notes that the scientist Jeremy Hsu discovered about 65% of our talking is in the form storytelling, and the reason is that it works. Humans understand information and ideas better when they are in a narrative.
While the idea of using stories in marketing is not new, many businesses still fail to take full advantage of the form to empower their products and brands. Stories are powerful, studies have shown, because:
- Listeners connect with the stories and remember them.
- They have the power to evoke emotion: happiness, sympathy, anger, etc.
- People hear the stories not just in the language areas of the brain, but in parts of the brain that are activated by real experiences (the sensory and motor cortexes, for example).
The digital age has opened up new forms of storytelling that businesses must take advantage of by:
- Discovering and revealing your stories. You can draw on examples from case studies and past clients to create realistic characters and events. Opportunities abound for sharing these stories in presentations, social media, newsletters, and brochures.
- Capturing your core business values in stories. Explain what makes your company so much better than the competition by narrating your mission and values.
- Using the techniques of storytellers to bring your stories to life. Basically you need a beginning, body, and conclusions, but add colorful, vivid descriptions to really bring the stories to life. Answer journalist-like questions: who, where, why, etc., and ensure that your story provokes the desired emotional response.
- Targeting your story by using the appropriate style for the platform. In other words, sharing stories on Twitter is far different than on Facebook or Google Plus. An oral presentation is different than a newsletter. Many stories lack power just because they are not written in the proper format.
- Employing pacing and revealing details in a way that leaves the audience wanting more of your stories. Make sure that the story content is meaningful, powerful, and consistent across all of your communication channels, and people will want to return. You want to hook them at each stage with enough to keep them interested, without revealing all your cards at once. Strategize how you reveal your content incrementally.
Interested? Click the title or image to read on.
Source is Business2Community.com
You might also enjoy: