The Small Business Owner's Guide To Business Storytelling

The best storytellers immediately draw the audience into the story, capture their attention and set the tone for a unique experience that the audience will remember, whilst focusing on these five key elements.

Whilst facts and data make people think, it’s emotions that make them act. Sharing stories allows us to connect with people in real life, and create memories that are more intense and last longer. But how do stories impact us on a psychological and physical level, and how can they benefit your business?

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By Petra Smith – Read this article in its entirety HERE on Entrepeneur Middle East’s website

You see, the human brain is not built to make sense of large volumes of data or facts, because they are abstract until they are put into context that we can relate to and understand. And we can understand people.

Unlike the binary response typically produced by sharing data, stories activate several areas of our brain, releasing chemicals such as oxytocin and dopamine, heightening feelings of empathy and a sense of involvement, as if we are participating in the story ourselves.

The way in which a story is told has an immediate effect on the limbic side of the brain, the area that controls emotions and memories. This results in listeners being more likely to remember what they heard, and they are also then more likely to be receptive to the proposed call to action. When it comes to business storytelling, there are three key emotions that our story should evoke:

This is me The relatable story that shows your audience that you are walking in the same shoes, understand their situation, and know how they feel. When others feel that you are on the same page, this creates an increased sense of trust and credibility.
I wish this was me The aspirational story that shows your audience the possibilities. This narrative works whether you are sharing your own story or your clients,’ if you can demonstrate what success looks like, and how could it translate into your audience’s situation.
I’m glad it’s not me The “lessons learnt” story that shows vulnerability and highlights mistakes to avoid will bring you closer to your audience. Sharing your journey, including the negatives, creates a connection with your audience, and shows that you own your mistakes, and are using them to drive your brand forward.

Key elements of effective storytelling

We all know how to tell a story, but what makes a difference is…