Apr 18, 2018

How to be a better storyteller

Do brands create stories or do stories create brands? Creating good stories is how companies convince information-overloaded consumers that there is something worth their time and interest. Whether the stories are engaging, educating or entertaining, they should encourage the consumer to pause, even if just for a short time. But how do companies become even better storytellers? As expert storytellers ourselves, we are going to give you a few tips and tricks to incorporate into your own stories.

1. Identify as a storyteller

First off, start by telling yourself that you are already a storyteller. As humans, we tell stories all the time – to our children, during sales presentations, and at dinner parties. Storytelling is an integral part of how everyone lives and connects with other people. Try to think of some popular questions people may ask about your company such as what inspired you to launch your company? Or what have been the biggest challenges along the way? Although these are straightforward questions, people love to hear personal stories about a company.

2. Focus on the customer

Think about your target audience and what stories they would want to hear. As a storyteller, your key goal is to connect with your audience which is why the stories have to be about them and their needs and interests. Rather than taking a product-centric approach to your storytelling, try taking a customer-centric approach.

3. Create a “Brand Story”

Develop a story about what your brand does, the value your products or services deliver, and your target audiences. This exercise involves finding your unique selling point and identifying what sets you apart from your competitors. It is the way to establish a strong competitive positioning.

4. Look for new stories

Start collecting different story ideas about your products, customers, competitors, and the marketplace in general. Find stories that are new, interesting, intriguing and different. Not every idea will become a story, but a lot of ideas will make it much easier for a good story to emerge when the timing is right. Storytelling is a state of mind and you have to recognize that opportunities exist everywhere to tell a great story.

5. Tell a story

One of the biggest challenges about becoming a better storyteller is to actually tell more stories. Once you start, it is easy to gather momentum. Start with a simple blog post, even just a Facebook update with a link to an interesting article, or posting a photograph.

When it comes to becoming a better storyteller the barriers to entry include creativity, agility, commitment and being opportunistic. Whether your marketing budget is large or small, storytelling thrives when it becomes an integral part of the corporate DNA. To learn more about how you can embrace the power of storytelling, or if you’re ready for your story to be told, contact us today and have your story heard.