How to Create Powerful, Memorable Content Through Business Storytelling

According to Behavior Scientist Dr. Jennifer Aaker, we are 22 times more likely to remember something we learned in a story over something someone explained to us. In addition, people tend to be more open to listening to stories than to the facts and opinions of others.

That means if you can weave your message into a story, not only will your audience be 22 times more likely to remember what you tell them, they will also be more open to your message.

Why?

When you present an argument to someone, their guard goes up and they critically judge and debate it in their mind.

But when you tell them a story, their brain releases dopamine and serotonin, causing them to relax and let their guard down.

The Power of Story to Influence and Persuade

Telling a story enables your prospects to see something through your eyes in a way they may not have considered before. This could create an “aha” moment for them, instantly elevating the value of your product or service and creating an emotional connection to you and your brand.

Since people tend to buy on emotion and justify with logic later, establishing an emotional connection through business storytelling will increase the chances of them investing in your product or service.

For example, sharing how you or one of your customers used your product or service to overcome the same problem your target audience is facing will inspire them to believe they can do the same. Now you, your brand and product or service have their full attention.

Elements of a Powerful Story

According to author and story coach Lisa Cron, central to any story is a core conflict and this conflict is why the story will matter to your audience. Without it, there’s no real story, just a description of events.

Every story has two layers – the external layer, which is the unavoidable problem that our story’s main character needs to deal with, and the internal layer, which is the internal struggle they go through as they attempt to solve their problem. It’s the internal struggle that fascinates us and creates an irresistible urge to find out whether their struggle ends in success or failure.

In other words, a description of how you or someone else solved a problem is not the story. The real story is about how you or they changed inside to be able to solve the problem. It’s that inner change that provides the “eureka moment” about why it matters to your audience and helps them understand what they need to do to solve their own similar problem.

What experience or small snippet of your life can you share with your target audience that will give them a valuable new perspective or insight? What was it that inspired you to start your business and help others find solutions to their problems? Why have you chosen to source/manufacture the product(s) you offer?

Note that the story doesn’t have to be specifically about you. If it’s a customer testimonial, tell that as a story. Talk about the challenge someone faced and how they overcame it with your help or your product’s help. What fear or limiting belief did they need to let go of to experience success, and how did you help them do that?

The Bottom Line

Business storytelling can be a powerful tool for informing, influencing, and persuading people to take action. They enable your prospects to see something through your eyes in a way they wouldn’t have thought of before and experience an aha moment.

And if you can change how your audience feels about something, this changes how they think about it, which in turn influences their behavior.