Talking about the benefits of “storytelling” is a bit like describing 2020 as an “unprecedented year.” It’s been done. A lot.
At this point, experts and practitioners alike can all agree that stories allow businesses to:
- Share complex ideas in an engaging and memorable way
- Ascribe positive emotions onto a product or service
- Help construct a powerful narrative surrounding a company’s values, vision, mission, etc.
Yada, yada, yada.
It’s all standard industry knowledge by now. You’ve read about it. You’ve talked about it. You’ve made a point of implementing it into your business plan.
But are you actually using storytelling in practice? Do stories weave themselves into your daily work?
If you’re like most business professionals, the answer to both questions is probably along the lines of “not really.”
Some companies simply fail to incorporate storytelling into their business processes. Some try to focus their energies on building relatable narratives but end up falling short for one reason or another. This can be exceptionally dangerous in the field of B2B, where competition is fierce, products function as commodities, and emotional resonance is crucial for securing an audience and landing a sale. When services are traded from one monolithic organization to another, stories with a clear, compassionate message are a must if you’re hoping to break through and make an impact.
And consider this: Narratives are doubly important in today’s world, where constant twists and turns translate to a universal craving for human connection, which can keep us feeling grounded and more engaged. When chaos reigns, stories are a reliable constant — a method of communication whose principles are almost always recognizable, comforting, and, most of all, effective.
Here are my two (okay, three) cents on leveraging storytelling in these uncertain times:
It’s Best To Present a United Front
Remember that storytelling is critical for internal communications as well as consumer outreach. Now — perhaps more than ever before — it’s essential for organizations to develop a unifying message that spans across internal silos and helps galvanize teams, rallying them around a well-defined purpose. Dissension in the ranks (i.e., resistance among team members due to confusion or untenable goals) can be a death knell for future innovation. But empathic narratives built on shared values will help cut through the noise, especially when you’re trying to settle internal disputes or soothe companywide fears.
Your Audiences Will Appreciate An Out-of-the-Box Approach
Solutions need to be sold (and therefore told) in an interesting and differentiating way. There are simply too many options out there for your stories to be anything less than captivating and unique (maybe even a little quirky, depending on the situation.) Ask yourself: What will set your idea/services/personnel apart for consumers? Always keep in mind that, as David Ogilvy once said, “You can’t bore people into buying your product, you can only interest them into buying it.” (My emphasis.)
Earn Trust By Offering Real Assurance
Business customers need to be assured that they’ve chosen the right partner. And in trying times, they’ll need to feel confident they’re working with an organization that will offer them excellent service and ongoing support. (In other words: They’ll need reassurance and a constant reminder of why they chose your company.) Clear, authentic communication — that is, stories with honest emotion and an earnest objective — will go a long way toward building trust and easing concerns.
We’re all uncertain of what the future (or even the rest of this year) will bring. But when life is in flux, stories can help us get a handle on our surroundings. So, when in doubt, be sure to lean on the basics of storytelling as a means of staying connected and offering your audience a proverbial light at the end of the tunnel.
