How Storytelling Can Grow Your Business

People love stories. We love to hear about other people, and stories help us to learn, remember and put to use new concepts. Aesop knew this. His fables help us to learn life lessons through tales about others, without having to learn them the hard way.

In modern times, Jack Canfield and Mark Victor Hansen also understand the power of stories to teach, motivate, and inspire. Their "Chicken Soup for the Soul" books continue to sell in the millions of copies because they tap into our primal need to connect with others through storytelling.

What can stories do for you and your business? Stories can educate customers about a need they have and how you fill it, subtly demonstrate your expertise, create empathy, suggest new uses for your products, train new customers and employees, and motivate listeners to take action.

I recently observed several group presentations by an insurance agent. He knew many of the people in the audience, and prior to each presentation he would look for someone who had made a claim under their policy and ask them to tell the audience how the benefits had helped them through a difficult time. If there was no one in the audience to do it, he would tell about someone who had used the policy and what it had done for them. The stories the agent told were effective, but hearing the claimants themselves was incredibly powerful. Hearing someone talk about the uncertainty of illness, the expenses they faced which were not covered by other insurance, and what the benefits meant to them was moving. I'm sure he sold lots of policies!

Where will you get stories? Stories from your own experience can be effective, and they are unique. You may also get stories from customers, employees, friends and others. The media can be a source of stories. Stories that are familiar because they have been told through the media can establish a commonality between you and your audience, or among members of your audience. Stories unique to your experience provide a personal touch, and can be surprising because they are not known to the audience.

Another possibility is creating composite or fictional stories. This may not be acceptable in some circumstances. For example, several newspaper columnists have been fired for making up stories, or creating composite characters, and passing them off as absolute truth. However, if your primary purpose is to educate or entertain, and you are not presenting them as news, you may take some liberties with minor details of your stories or take bits and pieces from multiple stories and combine them into one composite. Remember that it is important to maintain credibility, so don't do anything that would deceive your audience.

Once you have your stories, where will you use them? Tell them when you are in one-on-one meetings, in group presentations, and when making speeches. Write them down and include them in articles, brochures, sales letters, on your web site and in other written communications. Record them on audio or video and use them in commercials. Use them when training new employees to teach them about your company and its culture. Publish them in your client or company newsletter to reinforce emotional ties.

Stories are a powerful tool which teach and motivate by making an emotional connection with your audience. Use them wisely and well.

Copyright Cathy Stucker. As the Idea Lady, Cathy Stucker can help you attract customers and make yourself famous with inexpensive and free marketing ideas. Get free tips, articles and more at http://www.IdeaLady.com/.

---

How To Make Your Best Ever Presentation

The most important tip...EVER!Make sure that you always think of... Read More

Ten Fun Ways to Liven up Any Presentation

Most of us would agree that having humor in our... Read More

How to Make Good Use of Your Web Conference Session

Preperation is vital when conducting a successful videoconference session. Thus... Read More

Story Telling As A Tool For Trainers

Once upon a time????."Yeah right, don't tell us a story,... Read More

Problems with the Lecture Format

ALTERNATIVES TO THE LECTURE FORMAT: How often do you use... Read More

Rise Above Cattiness

Cattiness is something no one ever wants to be accused... Read More

Ten Tips on Using Flip Charts and Whiteboards

Flip charts are so common that we all think we... Read More

Presentation Power Does Not Come From PowerPoint

You speak before a group. You present your message. You... Read More

Group Meetings: Being Prepared Makes a Difference

MANAGING MEETINGS--BEING PREPARED MAKES A DIFFERENCE: You can schedule all... Read More

Fading into Sameness: How Too Many Slides Can Ruin Your Presentation

"I have a love/hate relationship with PowerPoint. In the right... Read More

8 Ways to Improve Your Presentation Skills

8 Ways to Improve Your Presentation Skills 1. Join Toastmasters.... Read More

7 Myths That Make Meetings Miserable

Myth 1: Executives belong in meetings.Although the demands of business... Read More

27 Tips For An Effective Presentation

So you're not a professional speaker. That's no excuse for... Read More

The Seven Deadly Sins of Presentations

Every day, so many tens of thousands of innocent clients... Read More

Qualities of Good Communication

Webster's Dictionary defines communication as "a giving or exchanging of... Read More

Leaves Your Audience Hungry For More! -- Presentations That Get Results

Regardless, if your goal is to make a sale or... Read More

Choosing the Right Work Shirts for Your Small Business

Company attire says a lot about your business philosophy to... Read More

Handling Questions with Authority

At some point in your presentation you will be expected... Read More

Cross Cultural Presentations

The international flavour of many people's jobs naturally means that... Read More

Media Training Tips: Maximising Your Media Moment

Media training is a 'must do' professional development program for... Read More

Quick and Easy Rehearsal Tips

Never rehearse at the last minute. This creates undue tension... Read More

The Relationship between Information Sender and Receiver: The Art of Communication

For communication to take place, a message must be transmitted... Read More

Data Visualization Flash Charts: Information in a Flash

Flash chart, flash map, flash graph may be mistaken for... Read More

Develop The Winners Edge Through Conversational Hypnosis

Communication is vital for survival in an age of information... Read More

Being Real From the Platform

"Let it be known, no person, thing, or situation... Read More

Beetle Bailey and Presentation Skills

In March 2002, the comic strip Beetle Bailey contained a... Read More

Wow! Is That ME? - Creating a Powerful One-Page Bio

First of all, what is a bio sheet and why... Read More

Creating Your Presentation Success With a Positive ?I CAN? Attitude

According to the Lamalle Report on Top Executives of the... Read More

How to Teach: Lecture vs. Discussion

WHEN ONLY A LECTURE WILL DO: Under certain circumstances, of... Read More

If You Want Business - Throw a Seminar!

Why is throwing a seminar good for business?If you want... Read More

Choosing a Company Shirt vendor

Where can you choose a company shirt vendor? There are... Read More

Present Statistics In Context

"I didn't have 3000 pairs of shoes. I had only... Read More

Audience Respect

One of the biggest mistakes most presenters make is in... Read More