Why Storytelling Is a Skill that Every Entrepreneur Should Practice

Photo by Art Lasovsky on Unsplash

In a world full of aggressive marketing, storytelling may be the Big Device.

People are rapidly hopping from one stimulation to the next in today’s tech-savvy world to quench their appetite for entertainment and to assist with decision-making.

But most ads have been whittled down to quick, snappy clips that aim to pull in and hook consumers on the spot in the low attention span, immediate gratification environment of today.

While this may be effective, the long-standing consumer satisfaction that both entrepreneurs and brands expect to derive from their marketing campaigns usually struggles to produce.

Nonetheless, people have often told stories to communicate knowledge, and this medium has been utilised by a wide range of entrepreneurs and brands to further reach their audience and develop more positive connections with their consumers.

• Storytelling Benefits of Business

To find a brand that has nailed storytelling in its contact style, you don’t have to go far.

For decades, Nike, one of the largest apparel companies in the world, has utilised storytelling, which has helped establish it as an authentic and inspiring company to which everybody can connect.

It did this by driving the’ Just Do It’ narrative masterfully through its tales, the first of which was an empowering storey of an 80-year-old man doing everything he can to stay healthy, showcasing the brand’s everyman appeal.

In utilising storytelling to connect with their customers and gain a wide appeal, Apple, Walmart, Nestlé, Johnson & Johnson and several of the biggest corporations have enjoyed similar performance.

The advantages of good business storytelling are obvious. Not only does it help you gain an advantage over the rivals, it can also help you cultivate your leads, build your business, and, most significantly, generate a more loyal, committed audience. Over time, this will function more successfully than ever to increase performance, enhance consumer satisfaction and even turn leads into customers.

The top 10 most empathetic businesses are some of the largest and most influential, including Facebook, Alphabet (Google), Netflix, Whole Foods Industry, and Unilever, according to a 2016 Harvard Business Review report examining the empathetic cultures of 170 prominent businesses.

It’s not a coincidence here. In addition to merely selling goods and producing money, customers tend to use the products and services of brands they believe work ethically and serve a greater mission. This partly explains why the top 10 most empathetic brands produced 50 percent more earnings than the bottom 10 in the study (as described by market capitalization).

Great storytelling transforms a company into a fun, recognisable organisation that will build a reputation for years to come that will pay dividends. Yet few companies currently want to take the time to weave their brand messaging and advertisement strategies with immersive storytelling.

• The Makings Of A Strong Story

While most business messaging tries to help consumers rationalise a transaction by showing economic, social or health advantages, etc., strong storytelling can help you evoke an emotional reaction in the reader, allowing them make the transition from becoming a mere prospect to a paid client.

While you might be inclined to clearly describe the pros and cons of your organisation and its products, through relatable tales, captivating anecdotes and motivating tweets, it’s more valuable to concentrate on creating a link with your reader. Facts, statistics and details have their position, but only a tiny chunk of any story-based marketing strategy can usually be created.

Strong tales are usually those that evoke an emotional reaction in the reader and make them feel involved in the characters and stories that are told. But keep in mind, from a mile away, readers can notice the inauthentic. It’s vital that the tale of your brand isn’t only captivating and human, but real.

One quick approach to do this is to understand the company’s core principles and carry them out in a tale that brings a clear, intimate and important arc through the reader that won’t be forgotten quickly.

Go for your heart, not for your mind. This ensures the material can be enthusiastic, empathetic and engage the consumer whenever possible. They should be able to quickly find comparisons in their own lives, helping the brand develop meaningful consumer links by displaying commonalities. Individuals are most inclined to shop from products that correspond with their basic beliefs and perceptions.

Consider the tried and tested hero arc, if you’re stuck with a narrative. This is a basic narrative approach that lets the client go on the experience of a traditional hero when they go through an unfamiliar circumstance, encounter hardship and ultimately conquer it (using your product).

• Tips And Tricks You Should Use

While it’s highly necessary to create a brand narrative that your clients can connect to, it’s also important to make sure it’s uplifting. Focus about how negatives can be removed by the good or service, enhancing positives and encouraging the customer to go forward in a way.

To be bored, there is a fee. You will continue to develop a customer who trusts in your business and the goods or services it provides by holding your readers focused on an entertaining tale with a heartfelt paragraph. In realistic words, this involves utilising a combination of methods to help hold the reader entertained and attentive until the end.

This may involve reaching out to consumers and highlighting them specifically in your storylines, such as a consumer who conquered a challenge with surprising success using your product, or a straightforward anecdote about a customer that has been directly influenced by you or your company.

But hold that consistent, whatever you do. You want to take the reader on a trip that could take weeks, months, or even years to complete. Be sure you improve your voice tone, keep your brand message straightforward and ensure your material is widely appealing.

Remember to repeat the same photos and verbiage through your content whenever appropriate without becoming too redundant, which tends to create familiarity and comfort.

Don’t be scared to use humour and be enjoyable about it. Nobody wants to engage with some unfeeling business behemoth or entrepreneur who is overly politically correct and can’t let loose. But remember to still inspire, never judge and strive to conclude with a light note.

Making sure you offer something to ruminate on to the reader. And note, a fantastic tale is worth telling and leaves the reader with a lasting memory, so before submitting it, strive to place yourself in the reader’s shoes.




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