Understanding the Power of Story in Business
Originally published on the Wired Flare blog.
Storytelling is one of the most powerful and yet overlooked ways to engage your audience in a meaningful way, both online and in offline traditional marketing.
As part of your content marketing strategy, it is a tool that will set you apart because here's the truth:
No other business has your story.
What makes storytelling so powerful?
- Stories establish connections.
- They create human experiences.
- They paint pictures and build emotional connections between people across the globe - or right in front of you.
Stories are many things that an audience craves from the people and businesses with which it does business. Stories are:
Stories preserve who we are.
There's no other tool or technique that can capture the core essence of a business so completely as storytelling because like nothing else it sets you completely apart and shares the uniqueness that makes you you.
However, most organizations do not tell their own story. They get so caught up in creating and delivering their products and services, providing customer service and promoting what they have to offer, that they often forget to communicate with their audiences in a way that truly resonates and builds relationships.
Ask the most well-known marketers in today's day and age, and they're all saying the same thing:
“Storytelling is by far the most underrated skill when it comes to business.” - Gary Vaynerchuk
“People think in stories, not statistics, and marketers need to be master storytellers.” - Arianna Huffington
“I simply see life as one great story after another, and that’s just the way I’ve always communicated. People remember stories. It allows them to create pictures, which is a big deal. Plus it helps them know me, trust me, like me, and support me in some way — maybe directly as a customer or indirectly as an advocate” - Marcus Sheridan
Source: Ian Rhodes
Your story is a combination of many things.
- Who you are: the people at the heart of your organization
- Why you do what you do
- How you came to be
- Who you serve
- The deeper purpose that drives you
My company Wired Flare's story, for example, began in the swamps of Louisiana as I pursued a "Bigfoot" for my MA thesis.
No one else has our story. I mean Bigfoot and Marketing? Come on. How cool is that?!!