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Over many years soap operas have been used to change behaviour, from The Archers teaching farmers how to increase productivity 60 years ago, to Mexican TV drama today with a family planning message. This demonstrates how powerful the art of storytelling is in getting a message across and changing attitudes and behaviours.

A great story can engage, educate and entertain but how can we embrace the power of storytelling in business?

When you look at how you are getting across your marketing message can you see the story? Do you show by example how your products, service or advice enrich the life (or in our case more likely the business) of the reader or listener?

Well written case studies are a great story telling opportunity for businesses, providing you with an opportunity to tell a story with a beginning, middle and an end. To follow the sequence of events as they occurred and show progression to the solution that you delivered. A well written story should never leave you asking ‘why’ or being unconvinced of the argument but it might make you stop and think, challenge pre conceptions or even result in a full about-turn in your opinion.

A case study provides you with the opportunity to give some background details about the customer, setting the scene if you like and getting the reader interested in what you have to say. The scene setting will include discussion of the problems that they faced or opportunities you were able to help them to exploit.

You can explain by way of real examples and the customer’s words what you did and why it was so important to them, and ideally you will be able to quantify the significant benefits that they have received as a result.

In researching this article I read many story telling tips, often relating to storytelling for children, but I found this comment especially thought provoking:

“Many professions such as historians, lawyers, physicians, economists and psychologists take advantage of the power of stories to illustrate and frame reality in order to help people better understand their subject matter.”

How many businesses, salesmen, article and blog writers, recognise the need to ‘frame reality’ to help others understand their products, services or thoughts?

So what are the secrets of successful storytelling, how can we all become better story tellers, whether we are writing an article, giving an important speech or making a crucial sales presentation?

Here’s a collection of what I felt were the most important storytelling tips:

1. Get your structure right. Every story has to have a beginning, middle and an end. When writing or preparing a presentation you need a clear vision of what message you are trying to convey.
2. Choose your words carefully, but not how you might think. Don’t just stick with dull, boring business language. Use words to excite, shock and intrigue your listener or reader.
3. Create suspense. Use a provocative sentence or question, draw the audience in and gradually reveal the story. For example “Do you know the secret of how to tell a great story? Last week I met Blake a world renowned business expert and champion paraglider... and that’s how I learned that the secret of storytelling is...” Aren’t you just desperate to find out more about Blake?
4. Use comparisons and metaphors. Draw on experiences, references and language your audience will relate to. There’s probably little point using a whole series of football or motor racing comparisons with a team of female lawyers but the same comparisons might work brilliantly with an industrial sales force. Marc Benioff, CEO of $1 billion company Salesforce.com even recommends creating your own metaphors.
5. Keep it short and edit ruthlessly. Perhaps less relevant if you are writing a novel which people will read for relaxation and indulgence. When story telling in a business context however, you must respect the time constraints and interests of your audience. Make every word and sentence count. Don’t feel compelled to use a whole paragraph when one word will do. Avoid lengthy sentences and long paragraphs.
6. Don’t forget the people. Remember that stories are all about people. You need to make them come alive, make them memorable and your audience needs to be able to relate to the individuals you mention. So if you’re a salesperson trying to sell a new product to a customer, your story telling needs to incorporate a character who has the same issues that they face.

I’ve seen effective story telling in business books (I’m currently reading Full Steam Ahead – Unleash the power of vision by Ken Blanchard and Jesse Stoner which uses the tips and techniques of a novel to get it’s messages across), after dinner speakers, trainers and great salesmen. Look out for great story telling in your day to day life and why not try to emulate examples in your business communications.

Further reading:

Storytelling Tips from Salesforce's Marc Benioff

Great video with Kurt Vonnegut talking about ‘the simple shape of stories’

Written by Teresa Harris, Second Opinion Marketing. Teresa is an independent marketing consultant working with professional practices, small businesses and public sector bodies to develop effective marketing plans which achieve their business objectives. As a marketing coach Teresa works with new marketing managers and small business owners to enhance their marketing performance.

Contact Teresa on 01789 740396 or by email.

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