Storytelling is an incredible art. Anything can be a story, and anything can be told as a story. The art of storytelling has existed for as long as one can remember. It has been one of the methods that have preserved heritages and cultures for centuries and eras. The paintings in the caves of Ajanta and Ellora tell a story. The seven wonders of the world tell a story.
Everything around us tells a story.
However, when we think of storytelling, we narrow it down to specific genres or topics, which is not true. Storytelling can be any form, any subject, and just anything at all. And one of those subjects is business storytelling, an integral marketing tool in today’s world.
So, without wasting time, let’s dive deeper into it.
How do we define storytelling?
When we think of storytelling, it’s just simply telling a story. But undoubtedly, there is more to that. Storytelling is an art in its truest sense. According to Wikipedia, “storytelling is the social and cultural activity of sharing stories, sometimes with improvisation, theatrics or embellishment. Every culture has its own stories or narratives, which are shared as a means of entertainment, education, cultural preservation, or instilling moral values. Crucial elements of stories and storytelling include plot, characters, and narrative point of view. The term “storytelling” can refer specifically to oral storytelling but also broadly to techniques used in other media to unfold or disclose the narrative of a story.”
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Over the centuries, storytelling has evolved and undergone drastic changes. Contemporary storytelling has a comprehensive preview with expanding genres, extending to broader horizons than traditional storytelling. Storytelling is not restricted to just books. Video games use interactive storytelling to make the experience all the more enriching. Documentaries, marketing campaigns, there is simply a story behind everything.
Importance of storytelling
So, the main question is, why is storytelling so important these days, prompting brands and companies to adopt this as a marketing tool? Well, the reasons are plenty.
- Gives you a voice: the essential idea behind business storytelling is that it provides your brand, product, or business a voice. Your brand connects to the readers with its story instead of you, allowing prospective clients and customers to resonate with and understand the brand better.
- Storytelling harbours social interaction: storytelling as a medium to promote your business is the best way to bring more positive social interactions. Social media and social interactions are much-needed tools to promote your business, and adding a story behind it makes it more interactive and less mundane.
- Promotion: even though today, we have a plethora of tools to promote our brands and business, it is still not easy. Because competition is at its peak these days and it just keeps on increasing as we keep on advancing. However, when you have a story that is unique to you and your business and having an understanding of how to leverage that in the best way possible gives you an edge for sure.
- It gives your pitch an edge: if you are entirely new to the business world without any financial backup, you will need to seek out investors who can invest in your business. But the question is, why should they invest in you and not someone else? This is where you need a solid pitch to make your case—and having a unique story that nobody else will give that pitch an added edge. An excellent example of how this works is Shark Tank.
How to start storytelling?
So how do you start business storytelling? And what are some business storytelling tips that you should keep in mind? It isn’t as complicated or challenging as it sounds. But it all starts with this crucial first step: the hook.
Step 1: The beginning and the hook
This is the most crucial step to the art of storytelling, business, or otherwise. What is kickstarting your story? Is it your passion that gave birth to your business? A gruelling nine-to-five that was draining you out? Or an experiment turning out to be a bestseller? What exactly is it? And why it should interest your audience.
Even in a book, the first three chapters must be so compelling that they pull readers in and keep them hooked. The same goes for your story. The hook should be so compelling that it forces your audience to follow your journey.
Step 2 Evolution
Okay, so your passion or some sudden crazy idea kickstarted your business but then what? How did the idea transform into your business? How did it evolve? What struggles and failures did you have to face? Just like the hook, the evolution of your story is equally important. It should be something your audience can resonate with. If you shoot from one to a hundred without explaining the rest of the ninety-nine steps you had to take, then there is a fair chance that your story won’t call out to others. STRUGGLE is REAL, and letting your audience see that is integral.
Step 3: The inspiring conclusion
Yes, the struggle is essential. But the battle only appeals once it ends in a heart-warming happy ending. People struggling continuously WANT to know there is light at the end of the tunnel; they need inspiration. So, when you tell your business’s story, an inspiring conclusion to your journey will help people connect and resonate with your story and inspire them simultaneously.
Some vital business storytelling tips:
Sometimes, it’s easy to get carried away while trying to tell a story. Hence, it is crucial to keep these tips in mind while framing and developing your story:
a) Be Honest: first and foremost, don’t lie about your journey. People appreciate and encourage honesty. Don’t overdo your struggles or your wins, don’t underplay it either. Be transparent and allow the audience to connect with you.
b) Be authentic: your story is your story. It is entirely yours, and no one can have the same story and journey that you have. It is imperative to stay authentic to your journey throughout the process. Copying someone else’s journey as your own to gain an audience will only serve you in the short term.
c) Keep it simple: just keep it simple. There is no need to build a Game of Thrones-level drama to make your journey and story interesting to your audience regarding business storytelling. Life is already complicated enough. Why would people be interested in even more complications, isn’t it?
Conclusion
Business storytelling is a crucial aspect of the marketing mix in today’s world. And probably the easiest to build and use too. Why? Because behind every business, every journey, there is a story waiting to be told. And if you can find your own, it could take you a long way to success. There are several effective ways to get your story out. You can use social media, exciting graphics, and voice over artists and services to add that edge to your story and increase marketability.
So, what are you waiting for? Go find your story today!
