What is Art of Storytelling? Why is it important or Is it important?
The former CEO of the world’s largest tech company Steve Jobs once said: “The most powerful person in the world is the storyteller”. A storyteller sets the vision, values and agenda of an entire generation that is to come.
Basically, Storytelling means telling stories instead of just listing facts. Business storytelling gives a compelling reason for consumers to buy from you. A good story can inspire trust between your business and customers, employees, and suppliers.
But how come a method used by teachers and parents for educating toddlers and primary level kids be used as a tool to attract the customers to buy a particular brand?
Why should the upcoming start-ups use the method of storytelling as a way to attract customers, motivate employees, improve brand image, etc?
Let answer your question:
Here are your 5 reasons Why:
An advantage over the competitor
Today, there is so much information that we all are exposed to so it’s becomes easy for any business to become a part of that noise. 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.
National Geographic does a great job by using storytelling as a social media marketing strategy. The company is well-known for posting breath-taking and amazing images that make social media users stop and create eagerness to know more about it. Instead of making the photos branded assets, National Geographic credits its photographers. Combined with storytelling, this makes their approach more human and relatable instead of just focusing on promoting the business.
Increases employee efficiency and engagement
Employees are the heart of the business; they are the company’s best asset and a business only succeeds when its employees do.
You can cultivate the right culture at work by using storytelling. Rather than sharing the successful vision and path, instead share stories about the company’s history, its struggles, its values, aims etc. Share what’s important with your employees and explain what this signify for all of them at work. This will give them something to believe in and consequently they will believe in the company and their motivation to work will increase consequently.
You are essentially giving your employees a greater sense of purpose and meaning by making them part of the company’s wider story. Further develop this by allowing your employees to share their own stories.
Emotionally connect people and create loyalty
The best stories evoke emotional reactions – people genuinely relate and connect with these stories and they believe in the company and what it stands for. When people listen to a story, they feel what the protagonist of the story is feeling so a good way of using a story to connect with an audience is to tell a story about a mistake you/the company made, a failure or maybe life wasn’t going well for you or the company in the past.
People will relate to this as in our life we have all experienced mistakes and failures at some point or the other. The more the audience relates to you or understands what went into creating the brand, the more likely they will like you and your company.
Remember that humans typically make emotional not rational decisions so being able to evoke emotions through storytelling is a powerful tool. So, transfer your vision into a captivating story and clearly communicate it using a sincere marketing strategy.
Maintains attention and increases understanding
Simply, stories are very engaging. Whether you are using a story in a pitch, an advert etc, you are less likely to lose your audience’s attention. This is the reason why public speakers most of the times begin presentations with stories.
Stories are also highly structured forms of communication so they help with the audience’s understanding.
We remember stories better than other types of information, such as data and facts, because stories are more engaging. Before paper and computers, knowledge and information travelled mostly in the form of stories told orally and over half of human conversations occur through storytelling so it’s a natural part of our thinking and communicating.
Also, if you’re delivering a pitch or presentation, telling a story provides a break for the audience and as stories are memorable your audience will at least remember your story even if they forget everything else.
There is no brand today which doesn’t have a story behind it. Stories provide meaning to the purpose of having a business. Most humans are more open to stories than compared to facts or data as stories help us relate, empathise and remember. This is why more businesses are increasingly recognising the importance of storytelling.
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