The importance of good storytelling

Getting 'buy in' with relevant and engaging storytelling

I have worked in marketing and communications for many years and I often like to think of it as storytelling: sometimes it’s frilly, sometimes it’s warts-and-all, sometimes it’s emotive and sometimes it’s there simply to tickle. Fundamentally, though, good marketing is engaging and relevant storytelling, and when it comes to business it’s essential. It, therefore, felt pertinent to make my first blog with my new venture, Literally, all about the importance of good storytelling.

Humans are innately storytellers. Often without thinking about it we are storytelling - at the water-cooler, in the group chat and at the dinner table. When we storytell we are using our emotions to share an experience and, essentially, get ‘buy in’. We want others to laugh, cry, empathise and buy in to that moment. You want them there with you, to enjoy it, to understand it and to respond to it. That’s why, when it comes to business, it’s often your most valuable tool. 

Storytelling in business

If you’re in sales there’s always a point at which you need to set out your differentiators and demonstrate why you’re the best. The numbers: well, yes, that’s an eye-opener; a slick pitch: they’ve probably uncrossed their arms; a solid client list: an eyebrow-raise, perhaps. But, the clincher, the Jerry Maguire “you had me at ‘Hello’ moment”, is the story you tell to combine all of it. That’s where you get 'buy in'. 

I’ve sat opposite many potential clients and the moment you’ve found the right story to tell you’ve made a connection. You’re now speaking their language, you’re demonstrating that you understand or you’re simply entertaining them and they’ll remember you for that. 

Finding your voice

Story-telling doesn’t stop shy of face-to-face. When I work with clients on their offering, their tone of voice and their brand, I'm working out how to weave their story into every facet of the company’s being. Finding the right audience, the target market and the platforms to put that story on are also very important, but if you don’t have the right story from the offset then you will struggle to win and keep business.

Trying to do business without having a good story to tell is, as the wise prophet Blackadder once said, like a broken pencil: pointless. Let me help you find your story or tell it in the best way. 

If you don’t have the expertise in-house or you are struggling with your company’s marketing campaigns, then get in touch and I will be happy to help.