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/.

---

Business Presentations - Use Power Pitching - Get the Personal Edge

Whenever and whatever you're pitching, dozens of factors will figure... Read More

What Every Manager Should Know About How to Sharpen His Presentation Skills

Regardless of the nature of our job or social standing,... Read More

Networking: How to Network Within Your Organisation

Although there are any number of different networking groups and... Read More

Ancient PowerPoint Secrets: Ask Your Grandma!

Yes, there are ancient PowerPoint secrets...secrets your grandmother knows and... Read More

Media Training 101: Mastering the Television Interview

As I travel around the world I always enjoy sampling... Read More

Presentation Skills: Be More Productive Using a Facilitator Mode

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

Total Recall: How to Remember Your Speech Without Memorizing

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

A Discussion about Facilitation Skills

Interview with Julia Apple-Smith, Manager of Employee Development at Sauer-Danfoss... Read More

Being Real From the Platform

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

Audience-Friendly Presentation Style Habits in Three Easy Steps

You have presentation style habits that automatically appear when you... Read More

Facilitating Panel Discussions

A client recently called to say she was going to... Read More

How to Begin a Lesson Plan

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

Speech in Business

The social skills of a small businessperson, franchisee, independent contractor... 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

Improve Your Bottom Line with What You Say

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

Top Ten Rules for Effective Presentations

I am of the belief that the majority of people... Read More

Choosing a Presentation Remote Control

If you deliver electronic presentations using PowerPoint or other programs,... Read More

Top Ten Tips For Better Business Presentations To Asian Audiences

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

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

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

Incorporate Humor in Your Next Speech

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

Problems with the Lecture Format

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

The Upside to an Auditory Rehearsal

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

Cell Phone Dos And Dont During A Meeting

What would we do without our cell phones? Wow, there's... Read More

The End is the Beginning

People remember best what you say last. In a presentation,... Read More

Present for Success: Simple Strategies to Add Confidence and Credibility to Your Next Presentation

Tomorrow's the day and you're dreading it. You're scheduled to... Read More

The Missing Link in Presentation Skills Training

Imagine you are the most amazing figure skater who ever... Read More

Is This Thing On?: Keeping Your Audiences Attention

First and foremost, you must deal effectively with your own... Read More

The Right Speaker Makes a BIG DIFFERENCE

MORE and more corporations in Malaysia have awoken to the... Read More

How to Convert PowerPoint to Flash Manually

Converting PowerPoint to Flash would be absolutely a good choice... Read More

35 Surefire Ways to Kill a Meeting

1. Play "find the meeting" by changing the location and... Read More

How to Make Good Use of Your Web Conference Session

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

Handling Questions with Authority

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

Plasma Screen Hire ? What Do You Need to Know for Presentations

How many people will need to see the screen? A... Read More