So, What is storytelling?
Spread the loveBecause I deal with storytelling quite a bit, I almost never answer the question, what is storytelling. But recently, a number of people asked me what I mean, so I decided to write about it a bit more deeply and put some order into it. Most storytellers will tell you that it’s an […]
Because I deal with storytelling quite a bit, I almost never answer the question, what is storytelling. But recently, a number of people asked me what I mean, so I decided to write about it a bit more deeply and put some order into it.
Most storytellers will tell you that it’s an art. They’ll try to sell you on the idea that storytelling is not a technique or method, but rather an art that requires creativity. Of course, that’s their livelihood (and mine).
But storytelling, in my opinion, is the ability to plan what impact you want to create within a specific situation and to gather the relevant examples and descriptions that will help you create it.
What is storytelling?
It’s about effectively delivering a focused message through storytelling or structuring information in a compelling way. Through storytelling, we can embed subtle messages we want people to grasp on their own, such as our expertise, appeal, and value, without explicitly stating them.
Storytelling merges the narrative flow – the structured presentation of information, the predetermined messages, and the call to action, the desired response from our audience (like clicking, searching, or purchasing).
Effective storytelling involves understanding our audience and crafting our narrative to resonate with them personally.
Stop telling us that storytelling is an art!!!
I’m always pleased when I hear storytelling described as an art, as it acknowledges its creative aspect. However, it’s not exclusive to artists. This belief is unfounded.
Anyone can recognize storytelling techniques, apply them, and improve over time. It’s like a muscle – with practice, storytelling becomes an innate part of how we communicate with others or audiences. And let’s face it, stories are often more captivating than dry facts.
What is storytelling for you?
Predefined messages that serve as a narrative for your brand
The values your brand represents
The interesting angle through which you present yourselves and your brand
Something that connects to the pains and needs of your customers and evokes emotion
A narrative with a process, conflict, and victory point
The way you communicate with your audience
Where can you use storytelling?
- Social media posts
- Blog articles
- Sales processes
- Advertisement
- Brand story
- In meetings with clients
- Presentations
Basically, everywhere.
To stimulate imagination and make the audience feel like they’re part of your brand
Incorporating precise words and descriptions into our narrative enables listeners to visualize our story and feel immersed in it. Our brains can’t distinguish between imagination and reality – the emotions evoked feel genuine. Understanding that the purchasing process is driven by emotion allows us to craft a story that gives the desired emotional response from our audience.
Whether it’s a one-time ad or a long-term brand narrative, effective storytelling is essential.
Business storytelling isn’t just about selling; it’s also about fostering genuine trust between our brand and our audience.
Storytelling helps clarify complex concepts by illustrating ideas through examples, analogies, or metaphors. Ultimately, it’s easier for everyone to relate to a story than to cold, hard data.
Allow your audience to connect with you.
Start building your story today.
If you find yourself constantly “inventing” stories about your activities because that’s what “comes out” at the moment, I recommend stopping.
Take the following recommendations and start building your business storytelling:
#1 Who is your audience?
Try to understand who you’re talking to.
Your story can be the same, but told differently if it’s aimed at teenage girls or 50-year-old men. Tailor your audience and who will want to listen to you in the first place. When you understand what interests them in everything you have to share, you can start building a fascinating story that will help you build an audience.
#2 Explicit messages and hidden messages
Write down the main message you want people to understand from your story.
For example, if you’re writing your business story – what’s the main message?
For me, I would want them to understand that I’m a marketing partner for my clients and I have all the experience to do it. Therefore, I use words that describe my experience and what I do.
On the other hand, there are hidden messages that you want your audience to infer without explicitly saying them.
You want them to infer that you’re good at what you do, that you’re reliable, and that it’s worth working with you. You can’t say all these things – but you can show and provide examples. It always works well.
#3 Connect with emotion
Try to understand how you would want your story to be received on the other side.
It’s a very different story if you want to emotionally engage the audience or annoy them.
If you want to make them laugh or upset them.
#4 What action do you want them to take?
The call to action can vary depending on where and how the story is told.
If you’re writing your about page, you probably want them to click a button and contact you. On the other hand, if you’re giving a presentation, maybe you want them to start following your activities.
Understand on which platform you’re telling the story and accordingly – characterize the call to action.
So why build storytelling? Here are 3 reasons before you:
People buy emotionally
When I talk about “buying,” I don’t necessarily mean the process of transferring money from one hand to another, but also if I want to convince someone to do something, I “sell” the idea.
When I manage to connect someone to my agenda and create a bond with them, I naturally bond with that person, and therefore it will be easier for me to enlist them to my side.
This works with colleagues, customers, and even with partners.
Storytelling is memorable
I recall attending a conference on animal product consumption, where they presented impactful data that left me shaken. However, despite the initial shock, I can’t recall those specific data points from memory. Data isn’t something that sticks with us.
On the other hand, I watched a video about a piglet falling off a truck and finding refuge at a rehabilitation farm. They discussed the piglet’s fortunate escape and the fate of its peers. I won’t delve into details, but in the US alone, there are 5,000 trucks transporting pigs for slaughter at any given time.
How did I remember that? Through storytelling.
We often overlook data and statistics, but we have the ability to link them to personal stories that resonate with us emotionally – stories that moved, excited, entertained, or even repelled us. That’s how the piglet’s personal story helped me recall some data, along with his adorable face.
When crafting your business storytelling, remember to infuse a bit of your authentic self. This helps forge connections and ensures your brand remains memorable to customers.
Storytelling can help you with everything!
Conveying accurate messages is the basis for communication and achieving goals.
If you know how to extract what you want to say, it will be easier to sell to customers, write content, talk about your services, talk about yourself, build a strategy – business storytelling can only do good for you.
I have such a course, you can learn more about it here!
