Let’s be honest here. Any business telling an amazing story wins. Just look at Apple and how they built a massive myth around their technology. Pure genius. If you read business books; The Starbucks story, McDonald’s story, the Netflix story and so on all leave you feeling WOW. The fact is storytelling in business is a winner and that’s not about to change.

Storytelling always wins in marketing for several reasons:

1. Engaging and captivating: well-written stories have the power to grab the attention of your customers and hold it. By masterfully weaving a narrative that resonates with your audience, good storytelling invokes an emotional connection and engages your customers on a much deeper level. It awakens their deeper interest, making them far more receptive to your marketing message.

2. Makes Information Memorable: When your business information is presented in a story format, it automatically becomes more memorable. Strong business stories still have a structure, strong characters, and even plotlines that our brains are programmed from birth to remember. By incorporating key, genuine, soft and authentic marketing messages into your story, you can increase the likelihood of the audience retaining and recalling your information.

3. Creates Relatability and Empathy: Brilliantly told stories to provide a way for you to connect with your audience on a much more human level. By telling compelling stories that reflect the experiences, challenges, or aspirations of your target customers, you can build a sense of relatability and empathy. This helps build trust and establishes a stronger bond between your brand and your consumer.

4. Differentiates Your Brand: If you are in a crowded marketplace, storytelling allows you to stand out and differentiate yourself. By sharing your totally unique narrative that highlights your brand's values, mission, or customer success stories, you can create a truly distinct identity that sets your brand apart from your competitors. Stories help create a memorable and compelling brand image in the minds of your consumers.

5. Appeals To Human Emotions: Stories have the ability to evoke deep emotions. By tapping into these emotions such as joy, empathy, excitement, or even nostalgia, you can create a powerful emotional connection with your audience. Emotions play a significant role in your consumer’s decision-making, and storytelling allows you to leverage this emotional influence to drive more engagement and direct action.

6. Stories Simplify Complex Ideas: Complex ideas or technical information about a business can be challenging for your consumers to understand and relate to. Creative business storytelling provides a better way to simplify and clarify these concepts by presenting them in a narrative format. By using relatable characters, analogies, or metaphors, you can make complex ideas more accessible, understandable, and relatable to your audience.

There’s no doubt, storytelling carefully and skillfully woven through all of your marketing allows your brand to go way beyond mindless product features and benefits. It connects with your buyers on a much deeper level they will attach themselves to. Strong storytelling also creates a fixed memory or pivot point in the mind. So memorable and emotional, the story will foster faster, easier and longer-lasting engagement and, of course, trust.

Ultimately strong business storytelling that reveals, delivers and gives does influence your consumer’s behaviour and buying decision-making.

The only question you need to ask is are you storytelling your business?

Alan Forrest Smith