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/.

---

Choosing a Company Shirt vendor

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

The Seven Deadly Sins of Presentations

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

Move Key Audiences to Actions You Want

How?Try a blueprint like this: people act on their own... Read More

Rise Above Cattiness

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

Being Real From the Platform

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

Incorporate Humor in Your Next Speech

Some speakers say, "I could never use humor in my... Read More

Communication Barriers and Simplifying the Communication Process

The communication process can be much more difficult than a... Read More

I Love the Smell of PowerPoint in the Morning: The 5 Sensory Approach to Business Presentations

You're in a conference room. You're giving a PowerPoint presentation... Read More

The Upside to an Auditory Rehearsal

Many experienced trainers feel that there is something lacking in... Read More

Writing The Query Letter

The query letter is simply a business letter that serves... Read More

10 Tips For Bringing Your Event To Life

Your job as an event planner doesn't stop with the... Read More

Top 6 Reasons Why You Need a Remote for PowerPoint Presentations

A top complaint from audience members is that many presenters... Read More

Tips to Energize Your Presentations

"There can be no knowledge without emotion. We may be... Read More

Be Bold, Branded, and Bespoke - Your Customers Want You to Choose

I had been working on a logo idea for several... Read More

5 Breakthrough Marketing Ideas

Do you ever get frustrated with your marketing? Are you... Read More

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

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

1,000,001 Reasons To Connect With Your Audience

Eye contact is mandatory when giving a public presentation.The goal... Read More

The Ten Essential Tips On Writing A Powerful And Persuasive Presentation

Have you ever had to give a speech?Do you remember... Read More

Ten Fun Ways to Liven up Any Presentation

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

Improve Your Bottom Line with What You Say

When was the last time you thought about what you... Read More

Polishing Your Sales Presentation

Summer is here! It's time to bring out your summer... Read More

Presentation Skills: Be More Productive Using a Facilitator Mode

There are many definitions for presentations. When you present there... Read More

Dump that Overhead Projector!

What is it about overhead projectors that causes us to... Read More

8 Ways to Improve Your Presentation Skills

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

Keeping Meetings Productive

KEEPING MEETINGS PRODUCTIVE: Whether participants approve or disapprove of an... Read More

Using Your Audience to Your Advantage

Regardless of what response technique may be convenient in a... Read More

Chairing A Meeting The Most Effective Way

How many times have you attended a meeting where the... Read More

Top Ten Tips For Better Business Presentations To Asian Audiences

Audiences around the world are all different. Cultural, social and... Read More

Total Recall: How to Remember Your Speech Without Memorizing

We all fear that moment. You look out on a... Read More

How to Begin a Lesson Plan

DEVELOPING LESSON PLANS: In developing lesson plan formats, two things... Read More

How to Prevent Presentation and Speaking Disasters

I just got back from my whirlwind speaking engagements and... Read More

After the Speech

Usually the emphasis on making an effective speech is what... Read More

How To Run Your Greatest Conference Ever

Like most good achievements, a magnificent meeting depends on planning... Read More