Want to know the secret? Many business successes can be attributed unwittingly to storytellers: leaders who passionately tell their visions to inspire change, account reps who conceptualize products and services using real-life examples, and trainers who create engaging scenario-based training…
This simple example illustrates the power of the story: I was driving along a Texas highway, singing along with the radio song, when an announcer announced, “Buying your first house can be exciting and terrifying. Anyone on the path to homeownership can instantly feel these words because it can be frightening to purchase a home. I was captivated by the announcer’s narration, which evoked a buyer’s perspective.
The secret to success in storytelling is the ability to deliver personalized nuggets to grab someone’s interest, followed by an engaging narrative. In business, a good story can transform the way we do things.
The most powerful stories are those that help us relate to one another and share experiences in common. This is because we can identify with them. These relatable nuggets of information can come from anywhere.
It may seem strange to use Madonna in an article on business transformation, but McKinsey has done so. Stories, particularly those that use relatable metaphors or analogies, can help people grasp complicated ideas. Your recommendation will be apparent if your account demonstrates how a particular concept can make one’s life easier or increase revenue.
Getting Started
Audience: What is your target audience? Storytelling is based on a solid understanding of the audience – who they are and what they care about. Listening is the key to learning more about your audience.
Channel: How do they find information? Channel is often viewed as a way to deliver a story. It will help you determine the technology you’ll use to create the account and the necessary resources.
Emotion: What will make them care about your story? Your audience instantly connects to your account if you can make them feel something. Storytelling is an art as well as a science.
Best-Practices
After identifying your ACE and the best storytelling practices, use these to craft a compelling tale.
It’It’slatable
Your audience will vary depending on your position within your organization. Are you a change-maker? Are you a data analyst responsible for delivering business intelligence within your organization? Maybe you’re a product marketing professional looking to contact your brabrandsients? You probably already know your target audience. What will they resonate with?
The radio announcer’s announcement of the home-buying process was very familiar to me because I have been through it myself. The advertiser may have been selling something, but the script focused on how it would feel to be in the middle of buying a home. You can also try telling a story through the eyes of your audience.
A product marketer, for example, might create a series of stories around how consumers will use a particular product. Think MicMicrosoft’seated on Surface YouTube Playlist. This is a collection of real-life stories. Users share their experiences on how Surface Pro has helped them innovate and transform their business.
Design for delivery
Finding the right time and place to grab someone is a challenge. The radio ad for real estate was created. It makes sense when you know that the best time to reach a potential buyer is while they are in their car looking at houses.
Consider where and when you want your message to be heard. You can almost hear your audience say, “Thank” you for understanding how I live my life.”, whe” Stories are delivered on the best channels at the perfect time.
Take those annual reports that are required. While the SEC may be interested in mountains and mountains of data, is the public? Warby Park’s Park’s Park’sPark’sAnnual Report shows how to design for an audience. It is interactive, visually stimulating, and promotes the brand’s story.
Help others overcome obstacles
Storytellers know that everyone in the audience thinks, ” Why do I care??” This is”why we focus on the emotional impact of a tale. The story will be more effective if the audience understands the character’s feelings.
When you tailor a story to your audience, you accomplish two things. First, it answers, “Why should I be interested?” It also”removes the complexity. After reading an article about augmented reality in the workplace, I was curious how it would fit into my life, so I asked for a colleague colleague. He didn’t read technical jargon but instead looked at my messy desk to explain that I could eliminate all the clutter by using a set of goggles with a controller. That’s an interesting explanation!
Share stories that your audience can relate to. This will help you capture their imagination and make them understand the message.