Nothing pulls on the heartstrings and captures the imagination quite like a good story well told. That’s why it’s so important to harness the power of storytelling to build rapport with your audiences. Read on to learn how to tell your story skilfully, to help your business live happily ever after…
Why is storytelling so important?
Did you know, storytelling releases oxytocin, also known as the ‘love hormone’? What greater feeling to be associated with your brand or product?
That would explain why storytelling has the potential to grow your audience and build customer loyalty more than any other communication tool.
Here are some more reasons why storytelling is so key to boosting your brand:
- Memories are neurologically attached to emotion. So, if you can stir your audience’s feelings with a story that resonates, they’re more likely to remember what you’ve told them.
- Storytelling is hard-wired into us as human beings. The ability to share stories and emotionally engage sets us apart from less-advanced species.
- Information is 22 times more memorable when conveyed through a story as opposed to a statistic or stark fact.
So how should you structure your story?
Interestingly enough, every great story has essentially the same structure:
Act 1: Meet your hero – introduce yourself, establish a sense of rapport with your target audience.
Act 2: What problem were you struggling with? And what opportunity did you spot and seize?
The moment everything changes – a call to adventure, the moment you found the product that could solve the problem.
Act 3: Action, drama – experiencing that product, how it works, how it improved life for you and the community.
Act 4: Resolution – the problem is resolved.
Act 5: The new bliss – happily ever after. Demonstrate that you’re happier because of your product.
Top tips for savvy storytelling
It’s important to cover all five ‘Acts’ in your storytelling. Brands often jump straight into ‘Action’ but without the background information, customers are less likely to engage.
That said, all five acts don’t have to appear at once. Break them down, but make sure they’re covered across your media platforms.
Review your content and fill in any gaps in your storytelling. So, if you’ve focused a lot on ‘Action’ and ‘Resolution’, flesh out ‘Meet your hero’, ‘Problem’ and ‘Moment of change’.
Fully include those who are new to your brand – tell your whole story from the beginning.
As an entrepreneur, what story should you be telling?
Just being an entrepreneur gives your story a great opening. Who can resist the tale of a pioneer venturing into the unknown? There are typically two ‘core stories’ for entrepreneurs (decide which one works best for you):
Origin story
How did your brand or product come to exist? Why is it important? Why does it matter to you? Today’s consumers expect to hear about you, so share from your heart about how you came to create your brand.
Remember, we buy into people more than we buy into products. So if your audience connects with the story’s hero (you), they’re warm and receptive to embracing your brand.
Mission story
What’s the problem in the world that your business is trying to solve? This story needn’t be so personal to you, but it should be an emotive one that people can connect with.
Remember, consumers (especially young people) want to buy from brands that align with their values and beliefs.
This article was inspired by one of our Zoom Dives with journalist and storytelling mastermind, Kim Willis. Kim says, “Stories are a superpower. Master yours and you master yourself.”
Our Zoom Dive events are deep-delving discussions between our founder, Carolyn Dailey and a handpicked creative business expert. You can listen to Carolyn and Kim’s full discussion here.
Why not come to our next Zoom Dive, live? See our Events calendar and sign up for free. Be part of the conversation – ask questions and virtually meet fellow creatives. We can’t wait to see you there.
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