How Storytelling Can Grow Your Business


People love stories. We love to hear about other people, and stories help us to learn, remember and put to use new concepts. Aesop knew this. His fables help us to learn life lessons through tales about others, without having to learn them the hard way.

In modern times, Jack Canfield and Mark Victor Hansen also understand the power of stories to teach, motivate, and inspire. Their "Chicken Soup for the Soul" books continue to sell in the millions of copies because they tap into our primal need to connect with others through storytelling.

What can stories do for you and your business? Stories can educate customers about a need they have and how you fill it, subtly demonstrate your expertise, create empathy, suggest new uses for your products, train new customers and employees, and motivate listeners to take action.

I recently observed several group presentations by an insurance agent. He knew many of the people in the audience, and prior to each presentation he would look for someone who had made a claim under their policy and ask them to tell the audience how the benefits had helped them through a difficult time. If there was no one in the audience to do it, he would tell about someone who had used the policy and what it had done for them. The stories the agent told were effective, but hearing the claimants themselves was incredibly powerful. Hearing someone talk about the uncertainty of illness, the expenses they faced which were not covered by other insurance, and what the benefits meant to them was moving. I'm sure he sold lots of policies!

Where will you get stories? Stories from your own experience can be effective, and they are unique. You may also get stories from customers, employees, friends and others. The media can be a source of stories. Stories that are familiar because they have been told through the media can establish a commonality between you and your audience, or among members of your audience. Stories unique to your experience provide a personal touch, and can be surprising because they are not known to the audience.

Another possibility is creating composite or fictional stories. This may not be acceptable in some circumstances. For example, several newspaper columnists have been fired for making up stories, or creating composite characters, and passing them off as absolute truth. However, if your primary purpose is to educate or entertain, and you are not presenting them as news, you may take some liberties with minor details of your stories or take bits and pieces from multiple stories and combine them into one composite. Remember that it is important to maintain credibility, so don't do anything that would deceive your audience.

Once you have your stories, where will you use them? Tell them when you are in one-on-one meetings, in group presentations, and when making speeches. Write them down and include them in articles, brochures, sales letters, on your web site and in other written communications. Record them on audio or video and use them in commercials. Use them when training new employees to teach them about your company and its culture. Publish them in your client or company newsletter to reinforce emotional ties.

Stories are a powerful tool which teach and motivate by making an emotional connection with your audience. Use them wisely and well.

Copyright Cathy Stucker. As the Idea Lady, Cathy Stucker can help you attract customers and make yourself famous with inexpensive and free marketing ideas. www.IdeaLady.com/">Get free tips, articles and more at www.IdeaLady.com/">http://www.IdeaLady.com/.


MORE RESOURCES:
This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news


NBC Bay Area

Presentation High School Grads Face Cameras, Allege School Leaders Did Nothing After Multiple Reports of Sexual ...
NBC Bay Area
Two former Presentation High students on Wednesday spoke publicly for the first time about allegations of sexual misconduct by a teacher at the prestigious all-girls Catholic school in San Jose. Kathryn Leehane and Cheryl Hodgin Marshall, who graduated ...
Presentation High grads allege school covered up sex abuseThe Mercury News
Accusations fly over how San Jose's Presentation High School ...KGO-TV
VIDEO: 2 students accuse teacher of sexual abuse at prestigious ...KRON4.com
KTVU San Francisco
all 7 news articles »


Fast Company

This Is Your One Month Timeline To Prepare For A Work Presentation
Fast Company
Identify the most valuable information you're going to share and how you can offer the greatest amount of service in the moment, she says. Then build your content and slides around that premise. “People often put off preparing for a presentation as a ...



Director magazine

The power of presentation culture
Director magazine
Are presentations in your organisation too formal? Are there simply too many of them? Simon Morton, CEO of Eyeful Presentations, urges leaders to cast a critical eye over their presentation culture. What leaps to mind when the word 'presentation' is ...



Infosecurity Magazine

A Guide to Deliver the Most Engaging Presentation
Infosecurity Magazine
“In cybersecurity and technology, the vast majority of people presenting have no idea how to communicate and so rather than try to teach people how to try and identify a phishing threat, they talk about how to save the world in 27,000 easy steps ...



Forbes

Your Next Presentation Could Bomb If You Don't Ask Your Audience This Question
Forbes
But often when people are asked to give a presentation, neither the presenter nor the audience is 100% clear on what the exact topic is or why this presentation is taking place. Imagine you're presenting to a prospective client whom you've never met ...



Customer Think

10 Tips to Crush Your Next CX Presentation Like a Rock Star
Customer Think
Make your VOC presentation for your audience. Make them believe they can live in it. Make it their own and eliminate clutter. If graphic design isn't your thing, find someone who can help. There are amazingly talented people out there just waiting for ...



SDTimes.com

How to make low coding work – Separate presentation from logic
SDTimes.com
Business people have expertise in business process definition (i.e., workflow with associated presentation). Low-code platforms provide the tools to define business process workflow and presentation and typically allow connection to existing corporate ...



KGO-TV

2 former students allege sexual abuse at Presentation High School in San Jose
KGO-TV
According to our media partner, the Mercury News, Presentation's principal, Mary Miller sent parents a letter about the allegations. She wrote, "These cases are being thoroughly investigated by the appropriate authorities and we will not be able to ...



The Salem News

Dangerous toys detailed at presentation
The Salem News
Munroe gave a short presentation on the toys Tuesday at the Salem Child Care Community Center Tuesday morning. Salem Sen. Joan Lovely and Rep. Paul Tucker both attended. PIRG has helped with the recalls of more than 150 child-related products over ...
Start the slideshow.State PIRGs

all 93 news articles »


The First Social Cryptobank Datarius Made a Presentation at Fintech Summit in Bratislava Devoted to Blockchain ...
Live Bitcoin News
During the presentation, iCrypto S.A. announced the launch of a revolutionary new project Datarius into the financial technology market. This is a social P2P cryptobank based on a blockchain technology. As a P2P platform, the bank system enables users ...


Google News

Eitforum.com ©