If you were to ask somebody to describe a storyteller, they might typically describe wordsmiths and authors adept at creating worlds that stimulate and challenge the imagination. They would, of course, be correct. Storytelling has long been a method of documenting and sharing experiences related to our past, present and future lives.
However, storytelling, in a more personal sense, is something we all engage in whether with friends in the pub, over the garden wall or online. It’s an element of communication we are so used to we rarely pay it any mind.
We might dismiss storytelling as a simple description of a situation at home or work or elsewhere, but when communicating the event to another we describe emotion, context and plot.
We might talk about the events leading up to the situation we are trying to describe. In doing this we talk about how we felt and our perception of how others in the situation behaved or felt. It allows us to help others visualise and understand what we are trying to communicate.
Given the importance of storytelling to communication, the importance of it in a business context should be clear. Whether to define a brand or persuade others to buy, storytelling is a central part of the process.
What makes storytelling powerful?
Storytelling is more than an element of communication. It can evoke emotions and forge connections with the listener. It is a method of conveying a message through visualisation. Through storytelling you enable your audience to participate in the story construction by drawing parallels with their own experiences.
Why does storytelling matter?
Storytelling puts a human face to your message. It can convey honesty and trust. A well crafted story can encourage empathy and understanding in whatever you wish to talk about. Moreover, storytelling fosters connections which can have lasting psychological effect creating a memorable impression in the mind of your audience. In business, such an effect is priceless.
Research shows that people are more likely to remember information presented in a narrative format than in a list of facts. This is because stories engage multiple areas of the brain, sparking imagination and emotion, which solidifies the information in memory. In contrast, dry statistics often fade into the background noise of everyday life.
Key elements of a great business story
Start with something that is likely to catch the attention of your target audience. My mother in law started a business in the late 70s in the construction industry. Her story as a women in a overwhelmingly male dominated industry struck a note with others. She spoke of the struggle to be recognised, respected and ultimately successful in her field. For my mother in law who lived her story everyday, there was no effort involved in the telling. However, that may not seem the case for everyone.
Devising a story can seem to be an impossible task. You might need to consider what motivated you to set up your business, what difficulties, struggles, inspiration you encountered along the way or maybe just focus on your creativity or interest in affecting the lives of others. Providing you adhere to the basic tenants of business storytelling, to be genuine and focused on relevance to your business, product or service, you’ll be fine.
Always remember, the story needs to create a connection with others. So stories that are inspirational, funny or emotional work best.
Understanding your audience
This part is important. Business storytelling will only be effective if its relevant to your audience. There is no point creating a story about a food allergy if your product doesn’t address the issue. Don’t talk about being a petrol head if your audience is likely to be concerned about the environment or joke about your elderly parents if your product or service serves that age group.
Conversely, if you know your audience you should craft a story that will resonate with them. So taking the example of an environmentally conscious target market, you would want to include details of how your product is made and components or materials sourced.
Knowing your audience is an important part of your market research, so make sure you craft your story around this information.
Telling your story
No longer limited to traditional print and broadcast media, we can now tell stories via social media, podcasts, blogs, or a YouTube video. Moreover, such mediums no longer require massive budgets or publicists to promote business stories. Getting the story of your brand, product, service or you yourself has never been easier or more pervasive than it is today for business startups.
Measuring the impact of your stories
Remember, this is part of your marketing strategy and like every other marketing initiative, you will need to measure the results. Define clear objectives. This could be increased brand awareness and engagement or increased sales. You would compare impact across demographic variables such as geography, age, income bracket, gender, etc. And then you would need to adjust your story according to predefined intended and actual impact. If your story isn’t getting the right results you need to understand why and how you might tweak the message or mode of delivery to ensure it does.
And finally…
We all have a story in us. When it comes to business storytelling it may not seem obvious. But if you focus on your journey that led to starting a business, you’ll be surprised by how interested others will be. Always keep your audience in mind. Look for commonalities between your experience and their lives. By sharing a slice of your personal experiences through storytelling your open yourself up to others. You invite them to trust you and you provide the opportunity for your audience to relate and empathise.
Establishing a brand and selling in business is highly competitive and often expensive. Storytelling is a low cost, high impact tool that any new startup would be crazy to ignore.