• November 18, 2021

Why is it important to tell stories in business?

Good storytelling includes bringing facts to the table along with additional information that brings the reader closer to the storyteller.

The goal is to weave a compelling story that engages the reader to really care about the outcome of the story. The more a customer cares about their story, the longer they will remain a customer and demonstrate brand and product loyalty.

Create an email series

A good way to prepare your audience for an emotional story is to start small and deliver the story in parts via an email series. Keep each email short, 350-450 words and small.

Embed video

Using video for part or even the whole story can help bring more emotion to the story because people generally feel more emotional when looking at people and images than just reading the text. Using both text and video can be the best of both worlds.

Include testimonials

Text and video testimonials from your satisfied customers can evoke emotions in those who haven’t bought from you yet, because they will want what your satisfied customers want. They will also trust you more when the videos are very authentic and real.

Put customers first

In every story, it is important to put your customer first. Learn all you can about your customers and incorporate the things that matter to them in your stories. This shows that you know them well and can talk about the things that concern them the most.

Get noticed with negative stories

Move the emotional strings to draw your attention to the negative aspects of a story that will be resolved through the use of your products or services. You don’t want to traumatize your clients, just evoke emotions.

Calm fears with positive stories

Reduce the negative tone with some positive stories from people who have used your products and services to good effect. Put them back up after you take them down.

Reinforce with neutral stories

Tell them the “who, what, when, how and why” of your products and services using stories to guide the discussion that are less emotional and volatile.

Recognize the relationship

When telling a story, it is important to acknowledge the relationship between you and the recipient.

Remember the pictures

It is important to make sure that the images you use match the emotions you are trying to evoke, otherwise your story will be confusing to the reader / viewer.

The fact is that emotions drive us to do more than we would like to think. From buying a house to choosing a book to read on the weekend, our emotions guide us more than logic.

However, as you try to evoke emotions in your viewers, it is important to also incorporate elements of logic so that your viewer or reader trusts you to buy what you are offering. Otherwise, they might feel like you’re manipulating their emotions too much.

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