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12 Reasons Storytelling is Critical for The Future of Your Business

I love a good story. But why do I love them so much? So I did some research to find out more about why…

Storytelling is the single most effective way to capture people’s attention, influence them favorably towards you, and cause them to take action.

So here’s a few comments from articles I found on why storytelling is so important to your business.

In the Forbes article 3 Reasons Why Brand Storytelling is the Future of Marketing, we learn stories (1) make you unforgettable (2) helps you build your tribe and (3) drives profit through humanness.

In the Quantified Communications piece on Storytelling is 22 times more memorable, we discover stories can be up to 22 times more memorable than just plain old facts. (5) Stories help with memorization. (6) Stories engage our emotions. (7) Stories use our brains differently. To create a story, you have to map out the Story Arc – characters, tension, climax, resolutions, and the new normal.

In the Harvard Business article What Makes Storytelling So Effective for Learning, Kendall Haven, author of Story Proof and Story Smart, shares this…“Your goal in every communication is to influence your target audience (8) (change their current attitudes, belief, knowledge, and behavior). Information alone rarely changes any of these. Research confirms that well-designed stories are the most effective vehicle for exerting influence.”

In another article Power Storytelling Use Stories Differentiates Connect Influence we see…“Our stories (9) help define who we are and what we stand for. (10)They set us apart in a noisy, competitive world. And they help ensure we’re remembered,” Rob Biesenbach signs off.

In Tony Robbins post on The Power of Story by Peter Guber we discover storytelling is a vehicle (11) to create loyalty, build an emotional connection with your audience, and (12) a place to be transparent and authentic.

There you have at least 12 reasons why storytelling is beneficial to your business.

Here’s a quick video on the topic of stories.

Do your marketing efforts incorporate an element of storytelling? If not, why?

How Using “The Power of One” Increases Clarity In Your Writing

Have you ever read something and was confused by what you read? It happens all the time.

A writer who is overly enthusiast about the subject they are writing on begins to write about everything relating to that one subject. They throw in multiple facts to “support” their claim but end up only muddying the waters. They toss in a story or two thinking this also will help convey the message. The words keep flowing.

What’s the end result? Reader confusion.

A confused reader will not take action of any kind, except maybe to click away from the page they are reading.

What does “The Power of One” mean?

It means that each piece of writing (web page, blog post, letter, email, etc) ought to have ONLY one core idea.

Remember when you sat in English class in school and had to write a paragraph? You were taught the first sentence is the main topic of the paragraph. The rest of the sentences are supporting the one main topic.

Why did they teach us that?

To help us communicate clearly. To help us stay on topic during a written conversation. To help our brains learn to share information in way that others can easily process.

That is one skill we could use every day to improve our communications.

Well, it’s the same way with writing for your business.  Use one main idea in each piece of content you’re writing.  Don’t clutter up a piece of content with too many ideas thrown into one piece. That would be very confusing for the reader.

Along with the one main idea, think about what one emotion you want your writing to evoke.  When someone reads your message…

How do you want them to feel?

The great copywriter, Mark Ford, explained the “Power of One” this way…Stir one core emotion. Emphasize one good idea. Tell one captivating story. Direct your prospect to one inevitable response.

Every word you use has a purpose. If it doesn’t support your core idea for the piece, cut it out. Every sentence should emphasize that idea. Lead your reader on a journey to taking the next logical action.

If you enjoyed this article, you might like to read How to Craft an Irresistible Headline That People Want to Read.