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Lisa-Marie Hatcher, August 10 2020

What is Business Storytelling?

When was the last time you felt connected to a list of facts on a spreadsheet?

In a world buzzing with new businesses every day, standing out with your business idea is not an easy task. It's becoming increasingly critical to bring in that human touch that helps you build a connection with your audience—a connection that is established, not just with your products and services but with the idea of your company—a story that relatable.

Storytelling in businesses focuses on the human side of work. Basically, it means telling stories instead of just listing facts because stories engage better. They stick longer in your audience’s mind.

Take a look at how British novelist, E.M. Forster, approached storytelling. He said it’s the difference between saying that “the King died and then the Queen died,” versus saying that “the King died and the Queen died of grief.”  The first sentence contains a sequence of two events. But the second sentence tells a story.

Make your story strong enough so you can move your audience and trigger an emotional response. Chances are they will remember it based on how they felt at this moment. However, creating quality brand storytelling requires skill, insight, and ongoing effort. 

So, how do we tell a great story?

1) Write down your goal:

Of course, you want to have a great story to attract more customers. But there are some questions you and your team must answer first. 

2) Choose the kind of content you use:

It’s important to understand how different segments of your audience interact with different kinds of content and make decisions based on this information.

3) Curate a strategic plan:

Based on your insights and research, curate a strategic plan. Decide on timelines, as giving out the right content to the right people at the right time is the key to keeping conversations going.

4) Analyze:

Knowing whether the measures you’ve undertaken are yielding the results you want is mission critical. Proper analysis is key. Learn from your mistakes, strategize, and improve. Then, connect it all together to that one emotion or vision you want your company to be identified with.

Written by

Lisa-Marie Hatcher


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