The Art of Storytelling for Your Business

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A good story gets people's attention.

Whether it's a scary story around a campfire, a tale of love at first sight, or an anecdote about how someone found the courage to chase their dreams, everyone loves a good story. Despite our love of a narrative arc, when marketers communicate about their company and products, it’s too often a stale PowerPoint filled with stats, jargon and a few charts.

The loss of storytelling in business is due, in part, to the increasing popularity of short-form communication like tweets, updates and posts. It’s very difficult to create a compelling story with so few characters.

Keep in mind, just because people have a preference for less wordy exchanges does not mean they have lost their appreciation for a good story. Now more than ever, stories are key to communicating the value of your company. The ability to create a compelling narrative that sticks in people's heads will be a huge win for staying top-of-mind.

In this post, we will cover how storytelling can help you deliver a clear, concise message that will resonate better than a boiler statement, the elements of a good story, and how to get started.

Once Upon a Time…

A good statistic on the value of your product, or a compelling recommendation from a client, can help to win over a customer, but to attract more customers few things work better than a good story. Riley Gibson the former CEO of Napkin Labs explains why stories are essential for success

  • Stories are memorable
  • Stories travel further
  • Stories inspire action 

If you aren’t convinced how great a story is for your business, consider the results of a recent Stanford study, which found anecdotes (essentially short stories) have a retention rate of 65-70% compared to statistics, which have a dismal 5-10% retention rate.

If you’re looking to get your product or service in someone's head, you had better start crafting your story.

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Elements of a Story 

Trying to craft that perfect story can be very difficult. With so much information about your company and products, it can be tricky to find the narrative that ties it all together. 

Consider the 5 essential elements of any story and how they relate to your business.

  • Characters - Whether they’re the founders of the company, all-star employees or customers, remember to create characters with whom your prospects will relate.
  • Setting - Creating a compelling and relatable setting is often overlooked by companies when they craft their story, despite it being one of the most important parts. When you tell a scary story around the campfire, it often starts with something like: “On a cold rainy night just like this…” Anyone who hears the story of how Apple began will remember that the company’s first computers were built in a garage.
  • Plot - The plot is the series of events that take the characters from conflict to resolution. Remember to keep it simple and straightforward when talking about your brand – the simpler, the more memorable. According to Leo Tolstoy, there are only two stories in all of literature, “a man goes on a journey or a stranger comes to town.” 
  • Conflict – Conflict is the problem your customer has without your product or service. Make sure to discuss not just the primary issue, but also other related problems that stem from it. When someone is selling a mattress, they not only discuss how it helps you sleep better, but that it is also better for your back and lowers stress. Zero in on a major conflict but don’t be afraid to add some details.
  • Resolution - This is where you need to step in. Although your product does not have to be the savior in every story, make sure it at least lends a helping hand.

Considering the elements of a story will be very helpful in learning how to begin framing your message. Even with this outline, though, good stories are incredibly difficult to write. 

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Seeing the Forest Through the Trees

 Now you might be asking, “How do I use the elements of a story to write a compelling narrative that sticks in people's minds, spreads quickly and inspires action?”

The truth is, storytelling is an art, not a science. There is no set formula, no tried and true method for crafting the perfect tale.

To make things even more difficult, you are so filled with facts, figures, stats and pitches that it can be tricky to create a compelling narrative because you have too much info to see the forest through the trees.

Here are the three best pieces of advice I have received for writing stories.

First, write each story with one person in mind. Think of a specific customer or prospect that would benefit from hearing your story.

 Second, remember what Picasso said:  “Good artists borrow, great artists steal.” Don’t be afraid to borrow from others to get started, and then adjust the plot to fit your own narrative.

Finally, seek help! Professional storywriters can help you to zero in on what makes you and your company unique. Their objective perspective means they are less jumbled up with all the ins and outs of your business, industry and products, so it’s a lot more likely they will be able to clearly identify the points that will resonate.

The last piece of advice I have is from one of the most prolific and famous writers of our time, Stephen King: “I think the best stories always end up being about the people rather than the event.” So remember, write for a person and about people. 


If you need help getting started, sign up for a consultation with our expert storytellers.

 

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