Storytelling, Marketing, and Business
People have responded to stories ever since the dawn of history. We’re hardwired for them—to tell them, to hear them, and to remember them. They’re how we illustrate our lives and make sense of the world around us. Most importantly, stories are the means by which we relate our views, experiences, and abstract thoughts to others.
The most effective communicators there are—teachers, religious leaders, journalists, entertainers, and yes, salespeople and marketers—communicate most persuasively when they tap into the power of stories.
Below are some ways stories engage and influence customers…
PERSUASIVELYWhen listeners follow a story, there is the possibility of getting them to invent a parallel story in their own environment. This co-created story becomes something they are prepared to embrace and defend.
PERSUASIVELY
When listeners follow a story, there is the possibility of getting them to invent a parallel story in their own environment. This co-created story becomes something they are prepared to embrace and defend.
QUICKLYStorytelling communicates ideas holistically. As a result, listeners can get complicated ideas not laboriously, dimension by dimension, but all at once with a new gestalt.
QUICKLY
Storytelling communicates ideas holistically. As a result, listeners can get complicated ideas not laboriously, dimension by dimension, but all at once with a new gestalt.
TRUTHFULLYStories can communicate deep holistic truths, while abstract language tends to slice off fragments.
TRUTHFULLY
Stories can communicate deep holistic truths, while abstract language tends to slice off fragments.
NATURALLYStorytelling is our native language, something we learn by the age of two. Abstract language by contrast is something that we learn later on in childhood, and is one that we rarely feel as comfortable in as our native language—storytelling.
NATURALLY
Storytelling is our native language, something we learn by the age of two. Abstract language by contrast is something that we learn later on in childhood, and is one that we rarely feel as comfortable in as our native language—storytelling.
COLLABORATIVELYIn abstract discussions or presentations, ideas come at us like missiles, directing us to adopt someone else’s mental framework. In such settings our options boil down to accepting or rejecting ideas, fostering yes/no, winner/loser confrontations. In contrast, narrative comes at us collaboratively inviting us to join the listener. It is more like a dance than a battle.
COLLABORATIVELY
In abstract discussions or presentations, ideas come at us like missiles, directing us to adopt someone else’s mental framework. In such settings our options boil down to accepting or rejecting ideas, fostering yes/no, winner/loser confrontations. In contrast, narrative comes at us collaboratively inviting us to join the listener. It is more like a dance than a battle.
ENTERTAININGLYAbstract B2B communications are often dry and non-engaging because they are populated with features and benefits. Readers and viewers are attracted to dynamic narratives. Stories not only provide a framework with meaningful points of reference, but they also engage, enliven and entertain.
ENTERTAININGLY
Abstract B2B communications are often dry and non-engaging because they are populated with features and benefits. Readers and viewers are attracted to dynamic narratives. Stories not only provide a framework with meaningful points of reference, but they also engage, enliven and entertain.
MOVINGLYStorytelling doesn’t just close the knowing/doing gap. It eliminates the gap by stimulating the listener to co-create the idea. In the process of co-creation, the listener starts the process of implementation in such a way that there is no gap.
MOVINGLY
Storytelling doesn’t just close the knowing/doing gap. It eliminates the gap by stimulating the listener to co-create the idea. In the process of co-creation, the listener starts the process of implementation in such a way that there is no gap.
Think about your website, your next newsletter, fact sheet or brochure. Is it any more than a list of product attributes and usage points? If not, try creating a stronger context within a broader segment of your target audience by telling a story.
Source: Brown, Denning, Groh, and Prusak, 2004.
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