STORY MATTERS: 5 WAYS TO USE IT IN BUSINESS

In today’s post on Instagram, we talk about what makes a good story. But, we’re going to take it a step further and go into why ‘story’ matters. 

There are so many forms of storytelling out there today. Just take a look at the commercials, radio ads, social media posts, films and songs that amplify our world on a daily basis. Storytelling can do the exact same thing for your brand. 

You might be scratching your head, asking yourself why it matters. 

Well, first off people love content that makes them feel something, whether they want to admit it or not. Sad, happy, a mix of emotions in between… Story makes us desire something. It makes us connect to something larger than ourselves and reminds us that we really are all on the same page. 

Take a closer look at well-known brands, like Apple, Starbucks, Warby Parker glasses, Nike or Virgin America. These are brands that know how to create experiences around their product and/or service. 

According to Forbes, using story in your brand increases your brand favorability and tends to be 22 more times more memorable than simply using facts. 

So, what does that look like for your business brand? 

1. STORY CONFLICT SHOWS YOU’RE REAL

No, it doesn’t have to be quite as dramatic as it sounds. What we mean is that people like hearing about the struggles, the ‘not-so-pretty’ parts of business. How did you navigate those challenges in the beginning? What were some of those awkward moments behind-the-scenes you thought you’d never get through? What does it look like now that you’re on the other side of it? 

People like to hear about the hurdles, especially as they’re navigating it for themselves. How can they learn from your mistakes? Being honest and vulnerable about where you’ve been and how it’s gotten you where you are today will shift the intention and open you to new possibilities. It allows for a new dialogue and perspective and builds connection with others.

2. IT CREATES COMMUNITY

When people feel like they’re part of a story or something much larger than themselves, it’s an exciting process for them. Story is how we connect with others. 

Think about a time when you met a complete stranger, but started talking about your childhoods, only to find that you both grew up in the same neighborhood or county. It changed everything, didn’t it? There’s a commonality when you find you can relate with one another, whether it’s something you’re experiencing now or the way you grew up. 

Story serves as a catalyst for larger discussions and dialogue to take place, and encourages people to your company versus someone else’s. 

3. STORY BUILDS TRUST AND GETS PEOPLE TALKING

Story builds trust. People are a lot more likely to buy from someone they trust, because they know they are in good hands with their business. More than that, if a story and brand leaves enough of an impact, people will start telling their friends and coworkers or posting on their social media accounts. 

Word-of-mouth may be a bit more advanced these days than it used to be, but it’s still one of the most effective ways for people to hear about your brand.

4. IT ADDS VALUE

Just like we mentioned on Instagram, story matters because it adds value. 

What services do you provide that will separate you from everyone else in your field? Highlight that and make it your niche. How can you add value to someone’s life by them deciding to work with you over someone else? 

Rather than just telling them what you’ve been doing – the money you’ve raised, the clients you’ve gained, you can actually show them through a variety of mediums –  photos, videos, interviews, and so many other types of media. Clients can see in real time what’s happening around the office – what’s working and what isn’t. Everyone loves a good behind the scenes storytelling experience.

5. STORY LEAVES A LEGACY

Story leaves the legacy and message you want to communicate. It’s the heart and DNA of who you are as a business owner and the company itself. 

The ultimate test is telling a story so good that people just can’t pass it up. The hope with your brand story and message is that it will pull at people’s heartstrings and make them desire more. 

Something to think about: 

How can you share more of your story moving forward? What would it look like to bring people along for the ride? 

Change in your business can be scary. Read “Using change to propel in business” as you start to make changes in storytelling or other practices. You can also follow @Charizma.co on Instagram or Pinterest for more daily tips in your business and how to spruce up your marketing efforts.