Every business has a great story behind it; the problem is how to share that narrative. By crafting a captivating story, start-ups can effectively reach their target audience, keeping their brand top of mind. This blog looks at what storytelling is in business, why it's essential, and why any start-up should consider finding its storyteller.
What is storytelling in business?
Everyone loves a good story, and it's no different when it comes to business. A business that can share its story meaningfully, rather than spewing facts and stats at its customers, will be miles ahead compared to the competition.
When it comes to business, storytelling acts as another form of connection between the company and its target audience. Most people don't remember much or any of the facts they heard during some sales pitch, but they'll remember the feeling they left after that interaction. The start-ups that can tap into this emotion will be the ones that customers remember later when making a purchase.
Storytelling is a force to be reckoned with, making any company that harnesses its incredible powers genuinely unstoppable. The truth is that's what stories do; they stir emotions and create a sense of deeper meaning than facts. Especially in more technical businesses, stories act as a medium that dramatically simplifies what the customer needs to know, making their decision process much more manageable.
3 Reasons storytelling is so essential today
Stories make companies memorable; a grand narrative can leave your audience in awe and give any company a lasting impression. Below are three reasons why storytelling is so essential in today's world:
The backbone of a marketing strategy
Businesses developing compelling stories will always have the upper hand against the competition. The first reason is that making a story is the foundation for all other marketing efforts. A compelling narrative ties everything together and connects every piece of marketing content, no matter how small.
What a story does is it shows to the world and target audience precisely what the company's purpose is, giving everything deeper meaning. Ultimately, it allows a company's marketing team to stay on point and keeps them on track. On top of that, it also provides a clear reminder for any customer base, always keeping the company's brand top of mind.
Emotions lead to bigger profits
Some of the most famous and popular companies carry profound stories, converting their customers into brand ambassadors. Companies like Tesla, Apple, and Google (all once tiny start-ups themselves) have leaders who can tailor their stories to different audiences and stir emotions, connecting in a much more sentimental way.
But let's look at some quick numbers, just in case. The companies that harnessed the powers of storytelling, these firms were able to generate 50% more profits than those who didn't, allowing them to grow faster and bigger. Between Apple and Google, these companies are direct proof that the concept of storytelling isn't a myth but a superpower any business can use to its advantage.
Everyone loves a good story
All over the world, companies are making tens if not hundreds of millions of pieces of content daily. The content can overwhelm consumers, making it easy to blend into the background. Those companies that do stand out are the ones who are only looking at how they can serve their customer, not what their competition is doing.
For example, two researchers named Rob Walker and Joshua Glenn wanted to test the power of storytelling. What they did was they took some random items lying around at homes that they had bought for no more than $1.50 at a yard sale. They listed these items on eBay and resold them for $8,000 per piece; the difference was they attached a compelling narrative to each object.
5 Strategies for being a better storyteller
1. Know your business's why
A significant deciding factor for business, as in life, is knowing your purpose. The businesses that can communicate their 'why' to their customers can make all the difference whether customers connect with the company on a more personal level. The tough times can be more challenging without a clear mission, making it easier to get sidetracked.
2. Share a common experience
The most successful companies have one primary ingredient: they shared a common experience and crafted a story around it. This narrative made customers relate to the company much more, creating this sense of being understood and validated. Sharing a common experience can help stir emotions and strengthen connections, whether it's a moment of pain or pure joy.
3. Develop a captivating story
It's true; everyone loves a good story. Like any great story, businesses need to transform marketing content, ensuring it has an igniting incident, compelling characters, and a final conclusion. A business that can transform its marketing time from just marketers into storytellers will always be ahead of the game.
4. Get some help
When it comes to writing, telling stories, and painting a mental picture, it's all fun and no work; for others, it's just unbearable pain. So if you're stuck, reach out and hire someone who enjoys storytelling; you'll be glad you took the plunge. If you're a business leader looking to share their incredible story, it never hurts to get help from a professional.
5. Use it as a form of conversation
When it comes down to crafting a story, a good rule of thumb is to imagine having to chat with a customer in person. Consider what questions they might ask, what they might be worried about, and what might be their pain points. Questions such as the following are good to always keep in mind:
- What is some typical questions customer might ask?
- Considering how to respond is crucial
- Think of what everyday experiences or pain points they might have and consider how to resolve those issues
Taking the time to think of what the customer is feeling or experiencing will help make a more compelling story. Businesses that use a winning combination of a personable, conversational tone will find themselves leading the pack in their industry.
What next? Looking for the right storytellers
Most businesses have a great story to share with the world; the issue comes with finding the right person to share it. Stories provide meaning and can help simplify complex topics. Still, a great storyteller is a driving force that helps stir emotions and create the connections that help make any company a raging success.
Still, a great storyteller is a driving force that helps stir emotions and create the connections that help make any company a raging success. If you're a start-up business owner needing a great storyteller, feel free to reach out about potentially working together; click here!
Michael is an accomplished Content, Copy and UX writer with experience spanning across e-commerce, pharma, cybersecurity and blockchain. He's incredibly talented at converting complex ideas into easy, customer facing content. Connect with him here.