Since the beginning of time story telling has predominately been the way mankind shared and passed down to generations life skills. The oldest civilisations used stories to share the past, present and predict the future. Scratching’s, etchings and paintings in caves, pyramids and on rocks share stories of a life long ago.
Why stories, because they evoke your imagination, they evoke emotion and just emotion alone lends itself to creating memories. I am sure you may even remember your first book that you read at school. Books full of stories never grow old, just the way we consume them. So what do books and etchings on a cave have to do with business? Just about everything!
Human beings are natural story tellers and we also love to consume and listen to stories. You may have heard the saying “Stories sell, Facts tell”. When we listen to someone talk about their business in statistics, facts, figures and percentages our brain we just hear language. When someone shares a story our brain can’t make the distinction between reading about an experience, hearing it or doing it real life. Annie Murphy Paul from Articulate “When someone describes a singer as having a ‘velvety voice’ our sensory cortex lights up.”
Imagine when sharing about your business and what you do you have the listeners sensory cortex light up as opposed as to ‘hearing language’.
Sharing stories about successes with clients, painting the picture of how your business solved someone’s problem with a story will stay in the mind of the listener far beyond a percentage or fact.
To create a good story and develop a succinct story there are three components to the story, the beginning, the middle and the end. The beginning is short, sharp and a quick intro, the middle makes up the bulk of the story, the meaty part to the story and finally the end is where you wrap up the story with the conclusion and how the problem or issue was solved.
Thinking about your story, what can you create around your business, product or services.