Why stories are the most important weapon in your armoury

Are you sitting comfortably? Then I will begin…

We all love a good story – it’s why we get immersed in a good book, devour celebrity gossip, gasp at a TV cliff-hanger, queue to watch the latest blockbuster (in pre-covid times), and stay glued to the news. These pastimes all have one thing in common – we want to know what happens next.

A story is for life

Whether fact or fiction and no matter how we consume them, there is something innately human about our desire for stories.

From childish make-believe and bedtime reading, to box sets and social media posts, stories teach us about our own and other cultures and worlds, and transport us to places outside of our immediate reality. They provide a framework for our understanding, a means of escapism, and often impart a take-home message that stays with us long after the programme finishes or the book is closed.

It is this longevity that makes stories so powerful. I guarantee that we can all remember at least one story from our childhoods as vividly as the last conversation we had today. Stories not only stay with us but provoke an emotional response – we are inspired by tales of bravery and perseverance, feel grief at accounts of loss and sadness, are angered by stories of injustice, and smile as the underdog achieves the seemingly impossible.

Stories contain a potent combination of emotion and staying power that is tough to beat – that’s why you should be telling stories about your business.

The difference between a story and a good story

So, what makes a story? At it’s most basic it’s the classic ‘when, what, where, how, who and why’, but it’s how it resonates with its audience that makes a story so powerful.

The secret ingredient of a good story is the emotional connection that it creates.

Make your audience feel to make them remember.

5 top tips for telling tales about your business

Telling the right story to the right people can work wonders for your business.

A good story can be almost anything – from celebrating success to calls for support, innovation to an inside scoop, and case studies to customer reviews.

Here are my five top tips for choosing and using the right storyline:

1 – Remember the when, what, where, how, who and why

You don’t need to tell your life story or the entire history of your business, but remember to give enough context to make your story ‘real’ to your audience.

2 – Make it relevant

Choose a topic that people care about, that your intended audience will be interested in, or which you are particularly passionate about. Tap into the public mood or make a stand. Enthusiasm breeds enthusiasm!

3 – Involve your customers

If you have customers who are willing to tell the world how much they love your business – let them do it! Nothing speaks volumes about the wonderful products and services you offer than an authentic happy customer.

4 – Be yourself

If you’re not a multi-national company with a household name, don’t pretend to be. Focus on what makes your business special, and what sets you apart. Perhaps that’s your incredible customer service, your location, or a product that is entirely unique to you. Be proud of your business.

5 – Ask for help if you need it

Everyone has a specialist skillset that is unique to them. If your area of expertise isn’t writing, don’t panic – that’s what I’m here for. I wouldn’t know how to cut hair, arrange flowers, fit a heating system or service a car, but I can write a good story to promote your business. Just ask!

Got a good story to share? Get in touch

Start your business promotion story today – email me at hello@wordplaycreative.co.uk or call 07566 858354.