what is storytelling in business communications

What is the difference between a narrative and a story? A story requires emotion. Problem is, emotion is something businesses try to avoid since it suggests a hint of vulnerability. And yet, without emotion, there is no engagement.  

Simply put, storytelling is the delivery of information in an engaging, entertaining and interesting way.  To really understand storytelling, we need to understand what it is that makes a great story, what it is that makes an audience pay attention, and what makes an audience want to share a story.

storytelling builds engagement and emotion is essential, without emotion there is no engagement

The good news is, you don’t have to be a novelist or a journalist to be able to present your own compelling, engaging stories.  Let us help you fine tune your stories.

why storytelling in business communications

Storytelling in business communication is what everybody talks about it these days. It’s been there since for as long as we can remember and it still there for one big reason, that it works.

Evolution has wired our brains for storytelling, we think and talk in narratives all the time, and if you create the right story, people will instinctively share it to others. A story also helps to create memories that remain long after the story itself has ended.

Stories connect us with audiences/customers and take them on a journey which lead to changes. A journey that stimulates the thoughts, ideas, feelings and actions, consistent with our goals.

Storytelling is a powerful tool to bridge a change: be it in boosting engagement, building trust, or turning corporate messages into relevant messages people choose to connect with.

For example, before a customer decides to buy a product, he needs to feel a connection with that product. The connection happens when the company comes with a relevant story which keeps him interested to find out more about the product which leads to product association and eventually the decision to buy.

a great story exceeds traditional facts and figures, and incites a strong response