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INSIGHTS

Storytelling

Bring your business to life and connect with your customers to make them into loyal fans with storytelling

Storytelling is a very effective tool to tell what you want to tell, convince others and most of all, to make a lasting impression. It’s a very important part of being human and helps unite people and create deep and strong connections (StorytellingCorp, 2020). That makes it a very interesting part of doing business; creating a lasting relationship with your customers is a big part of it. 

A to-do list for great storytelling

How does it work?

Why is storytelling so important and how does it work? To make things simple, let’s quote Uri Hasson, Professor of Psychology and Neuroscience at the university of Princeton: ‘a story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.’ The same neural patterns fire in the listeners brain as in the brain of the teller. This creates a connection called neural coupling (Ariel Group, 2014). 

Other than this connection listeners have with the story and the teller of said story, there is one more aspect that is important to your business. Making that connection last. And that is exactly what happens when listening to a story. The chemical cortisol is released when listening to a story and this chemical is directly linked to formulating memories (Peterson, 2017).

Why it works for your business

How can you make storytelling work for your business? Research by Neuroeconomist Dr. Paul Zak shows that people are far more likely to donate to a cause after viewing an emotionally impactful story. This applies to sales as well; engaging your customers entices them to form a connection and choose your brand over other brands (Ariel Group, 2014). Telling your story leads to more loyal customers which equals growth! And if you’re not convinced yet, let’s look at some examples.

How has it worked for others?

We’ll start small; everybody can recall at least one urban legend from the place you grew up or from your high school. But when I ask you what you’ve had for dinner yesterday, you probably really need to think hard. That’s because of the story! You feel way more connected to something that makes you feel something. Dry information doesn’t stick.
 
Now let’s look at something bigger. A brand like Coca Cola for example. Everybody knows the commercials of people living out everyone’s ultimate dream; being together with friends, enjoying a cold drink in the sunshine, feeling happy and free. Their messaging tells stories and you relate to it which makes you want it too. So the next time you’re in the supermarket and you have to choose a drink. You’ll go for the one that makes you feel something rather than for the most delicious drink.

Are you ready to implement storytelling in your business? We can help you reach your goals by using storytelling! Feel free to reach out and get ready to dive deeper into your brands story!

3 key elements to great storytelling

To start telling your brand’s story is no easy task. You probably have your unique story perfectly in your head but getting it on paper is a whole other thing. To make it easier, we’ve created a list of some important things to keep in mind when defining your story. Whether you want to rebrand, tell your story to new employees or even create a unique ‘about us’ page for your website, this is a good place to start.

1. Be honest
This might sound obvious but sometimes it’s hard to be honest, even about the ‘bad’ parts. However, telling about a struggle or a mistake can be the thing that draws people in. A story without some turmoil can get boring. And what is a superhero without his enemy? Telling about how your company came to be, may involve some hardships you had to overcome. Being honest about the struggles or questions you had along the way will help people relate to your story and feel connected. 

2. Be original
Take a look at what makes your company unique. Every brand strives to have the best quality but there are other things that have more impact on customers. What are the things you focus on and are really good at? Maybe you have a big network which helps you deliver interesting products or you might be the best at adding that personal touch to your orders. Whatever it is, put it forth in your story to catch the attention of potential customers.

3. Be consistent
Lastly, be thoroughly consistent with your story. Conveying your story in your brand’s actions is the way to show you are who you say you are. When you tell your story, customers will expect something in line with that story. When you meet these expectations, you’ll end up with a happy customer.

Now that you have a kick-ass story, it’s time to show it to the world! 

We would love to chat about your brand and it’s potential. Don’t hesitate to contact us to talk about storytelling, your brand or anything else, really ;)

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