3 Storytelling Experts on Why Storytelling is Vital for Buisness
Storytelling is both an art and a science. The art comes from practicing our skills and the science comes from figuring out what your audience responds to the most.
I eat, breath, and sleep storytelling. I firmly believe that storytelling is the secret sauce to any successful business. It’s applicable to any market, any audience and any service or product. But don’t just take it from me, here are 3 storytelling experts on how to make narrative your success story.
1) Centering your audience in your business - Celinne Da Costa
Celinne is a masterful storyteller and business coach who uses storytelling to help her clients create their own success stories. In her article, “3 Ways to Create Standout Brand Messaging in a World of Noise,” her first tip is:
Make the audience the hero.
If you’ve been following me for any amount of time, this should sound really familiar. Making your audience the hero (or the protagonist) is how they can insert themselves into the story you’re telling them. It’s what makes them believe that what you’re promising can happen to them.
Lots of times the stories we tell in marketing get too swept up in what “WE” are doing and “WHO WE ARE.” As content marketers we need to remember that our content, our stories are not for the business we building but rather for the audience -- to show them what is possible and what they can do to make their dreams happen.
2) Storytelling is the key to success - Robin Bruce
Robin is the former CEO of Action School of Business. Like me, she is a steadfast believer in the persuasive power of storytelling. This quote comes from her 3-part series on Forbes about entrepreneurial storytelling.
Your entrepreneurial story is key to unlocking the support of your customers while fueling your own internal purpose and passion.
Stories put events into content so everyone has a story about how they got where they are and how they are going to get where they need to go. Stories put purpose in our messages and our goals.
Learning to harness the persuasive power of storytelling is vital to any successful business. Times are changing and people are becoming more awake to the world around them. Today, 9 out of 10 millennials will switch to brands that have a cause. And how do we turn businesses into causes? We tell stories.
3) Storytelling mastery is only made up of 4 ingredients - Esther Choy
Esther is the founder of Leadership Story Lab, an organization that helps businesses leverage the art and science of storytelling to achieve success and greater opportunities. She believes that by mastering storytelling businesses will create more engaging audiences because their messages resonate. Her book “Let the Story do the Work” she goes over the 4 musts to any successful story. The 4 ingredients are:
Using a three-act formula, planting a hook, introducing a sense of challenge and change, and finding the WHY-axis.
Content marketing is all about getting your audience to take action, to do something. The key is to figure out how to make that happen. Storytelling is great because it wraps up everything into a nice neat package for our audiences to consume. Storytelling covers all of the basics.
The three-act structure provides a roadmap for our audience to take action; the hook drives curiosity and attracts people to your brand, story and action; the sense of challenge and change add realism, believability and a goal to work towards; the big picture “why” gives purpose and motivation, the touchy-feely push to the finish line.
Stop dreaming and start storytelling
See, I’m not the only one who will defend storytelling to the death.
The power of storytelling is rooted in a long history of rhetoric and persuasion. It’s a real thing, not some mamby-pamby, wishy-washy stuff.
But the ball is in your court. I can show you what other experts say, I can show you the step-by-step process. I can lead you to the water but I can’t make you drink it.
Do you want to make your business successful? Do you want to make easy sales? Do you want a happy and highly engaged audience?
Start telling stories.
Let me know in the comments how you plan to start using storytelling in your content marketing!