A great business story leaves your audience with something. It may make the audience ask: What are the people trying to achieve?
Stories can be told in lots of different ways. Stories are also highly structured forms of communication so they help with the audience’s understanding. A business may be selling something that is better than its competitors but decision-making is more emotional than logical so telling a story can help distinguish your company from competitors.
Storytelling in business conveys purpose and businesses with purpose are noticed and win the loyalty of consumers. Some scientists believe that stories are able to activate parts in the brain that make listeners feel like the story was a part of their own experience and they had the idea themselves. Suddenly, you’re not talking numbers but emotions.
A brand story has a strategic purpose aimed towards drawing people in. Comedians, salespeople, and skilled presenters know that telling a compelling story is a tested and proven method for grabbing attention and keeping your audience mentally engaged. It can easily be adapted by storytelling for business. In a frenzied world of information overload, finding and telling your story can be the quickest and smartest way to get investors, employees and customers to understand your role in the world.
As a sales and marketing leader, you can use stories to better engage your audience and increase your bottom line. You can cultivate the right culture at work by using storytelling. You are essentially giving your employees a greater sense of purpose and meaning by making them part of the company’s wider story. Stories are economical – they can tell us a lot, very quickly.
Just reading your story makes people feel better already, so they start imagining how good it would be to work with you. Many of today’s business stories are “storytelling lite.” Your storytelling must go deeper to be more effective. We’re storytelling creatures and stories are about people. Transferring values and beliefs is done through your story’s character having an epiphany because your audience will also experience this.