Storytelling is important for any person within any company in any industry. It allows you to grab your audience’s attention and get them to actually listen to what you’re saying. Instead of your content going in one ear and out the other, people will actually listen to what is being said to them, and as a bonus they are more likely to turn into customers.
Simply telling stories is not enough. It’s important that you take a look at your audience and take the time to analyze them. Pick out common characteristics and focus on content that will jive well with them. Don’t be overly analytical – people enjoy a personal touch, and the tone should be inviting and not robotic. Remember that the people in your audience are more than just data points; they are real people with real lives and by targeting and interacting with them properly you can create real results for your company and achieve your goals.
I want to tell stories that have mutually beneficial purposes, and provide some value to whoever is reading it. Instead of harping on one cool thing a company did, I think it’s important to focus on the impact for customers or the community. This is the “so what?” factor. Telling stories is more than just recounting what happened, it’s also about telling why you’re telling this story. What is the purpose? Why should someone listen to your story instead of someone else’s? How is your story more important? These are some of the points I try to cover with the stories I tell. We as people are selfish in nature, and by telling readers what’s in it for them, they’re more likely to :
- listen to what you’re saying; and
- find value in it
For me, that’s the true value of storytelling.