Recently I’ve been thinking about why stories are so important to the growth and development of an organization. How do stories have such a profound ability to influence the way we think, and why do they matter so much to a brand’s identity? I started listing what it is that draws me to a story, especially in business, and I narrowed it down to three key points, which are as follows:
- Stories are memorable. What I mean is that in today’s competitive world, organizations in the Graphics Arts industries need to stand out to their prospects. Any marketing or advertising professional will tell you that the best way to do this is to elicit emotions; why? Because feelings are what stay with a person long after a conversation takes place. If you’re talking to a potential customer about the value that your solutions bring to their print job, how do you ensure that they feel they need that value?
- Stories connect. Next, stories connect. They are embedded in our nature and they’re how we get to know one another both personally and professionally. Think about when you first start dating someone; do you spend that initial time together going through the chronology of your life, or do you tell relevant stories to connect with that other person? Those are the stories that show who you are and how you see the world around you. They give others insight and understanding as to who you really are; the same can be applied to your brand.
- Stories are relatable. Have you ever noticed when a huge national or global story hits, within a few days local news outlets are finding a way to relate that story back to the community they report for? That’s because stories are relatable. People are constantly trying to connect and relate to one another because it helps them to better understand the world around them. By telling stories about your brand, you are opening the door for a potential client to understand and relate to the solutions you provide.
The bottom line is that nobody wants to be sold anymore. If you’re looking to truly connect with prospects in today’s information savvy world, it’s vital to find interesting and subtle ways to make the value of your organization stand out, and stories are the best way to do just that. I’d love to hear your experience with storytelling in the business world; please share in the comments below!