So what does storytelling have to do with your business? Everything! If you can’t properly convey a story then your products are not going to appeal to your audience. The art of storytelling is a business competency that drives emotional engagement and can enhance business performance.
Stories can be incorporated into all your forms of content: blogs, e-books, whitepapers, and even your “About us” page to captivate your audience. Sales staff who are able to use storytelling to captivate customers can drive profits.
Below are a few guiding principles that any brand, big or small, can follow to transform storytelling into a critical business competency:
Tell stories that explain as much about who you are as what you do. In today’s marketplace, customers are becoming increasingly particular about what they purchase and whom they purchase it from. Conveying your company’s mission in a way that captivates your audience beyond the bottom-line is critical to success.
Tell stories that matter. Your brand is more than your products. People want to know more about your contributions to the industry and beyond. How are shaping the agenda? How are you leading the market? How are you innovating and staying ahead of your competitors?
Tell stories that enrich your customer’s lives. Today people want to be part of a brand that does more than provide a service or product. Competition is fierce across all industries. They want to become part of a brand they believe in – one that enriches their lives and drives meaningful engagements. Share stories that make your brand accessible – more human.