Hard to believe that 2014 will be over in just 26 days. So what should be on the horizon for your business and online presence for 2015? In a word, storytelling. The business that masters the art of storytelling will rule the universe. Or at least the online universe that brings new visitors to your website and your doorstep. But does storytelling really have a place in business? You bet. Take a look at why this technique is the hottest discussion topic on the online marketing airwaves.
Stories stand out
The majority of articles online are written in how-to or reporter style making them clinical, predictable and somewhat boring. Take a look back through your own company blogs and news articles to see if you recognize that style. In an effort to be serious and credible we can become a bit dull. A good story stands out from the pack. Hubspot’s article on storytelling for business makes a great point:
Good stories surprise us. They have compelling characters. They make us think, make us feel. They stick in our minds and help us remember ideas and concepts in a way that numbers and text on a slide with a bar graph don’t.
Stories hold your interest
Watch a group of kids as a really good story is read aloud. They are riveted. Even if they’ve heard the story five times they are still engaged and delighted. A really good business story can capture the audience in much the same way. Every good story should include the classic elements of some drama or suspense to hold the readers interest as well as a few twists and turns. The unexpected makes the story interesting. Make a point to weave these classic elements into your business writing to keep your audience coming back for more.
Stories are relatable
Think for a moment about your own favorite stories from childhood or as an adult. Chances are that you made a connection with the lead character or the storyline itself. Something about that story was endearing because you could relate it directly to your own personal experience. The human side of a story has a powerful impact on its audience. And making your business seem more human and relatable also makes it more attractive to your target audience.
At this point you might be thinking “I get the power of storytelling but what kinds of stories are appropriate for my business to tell?” So glad you asked! In our next article we’ll share a bunch of story ideas that can be adapted to work for a variety of business models and industries.