We’ve been telling each other stories since the beginning.
On the walls of caves, clay tablets, around the campfire and on the internet. They were on to something. It’s in our DNA. We shouldn’t forget that.
Your story is that thing you can say nobody else can.
It’s everything that isn’t you stripped away.
It’s authenticity presented in narrative form.
Let me say that again: the art of storytelling is authenticity presented in narrative form.
My world deals with the art AND the realities of business storytelling:
First you have to rediscover what your story is, and it’s probably not what you think it is.
It has to be true. Yeah, I know, small detail, the whole truth thing. But your real story is enough. And a cool new story slapped onto the same ole thing is an insult to your customer and just plain bad business (see next reality).
It has to be consistent with the customer experience that comes behind it. Little is accomplished by telling a great story that creates unrealistic expectations (see previous reality).
And you have to tell it quickly. You don’t have 20 minutes around a campfire anymore. Actually, you have about two minutes, based on the average online visitor session.
Make no mistake, story isn’t some esoteric “nice to have” thing. It’s creates a connection that catches and keeps people’s attention. It is the shortest path between where you are now and doubling or tripling your sales.
It’s the thing that’s likely missing from that new website or new brochure or new email or new anything that doesn’t work. Because you’re one click away from losing each prospect, and if they don’t know and feel why you’re different – if they don’t “get” your story – they don’t stick around.
I’m glad you’re here. Storytelling is a simple, delicate, hard-to-do-really-well thing. Something that can take a while to get good at. So, you may as well get started! Learn more now.
Enough! Let’s see some great storytelling:
Brilliant! Really. The only way it could be better is if I had done it. She CONNECTED you with where their hearts are in less than 90 seconds. We call that building enough comfort to get people to want to learn more. Which is the job of storytelling in a business setting.
Another interesting example. . .but before you watch, please, don’t think you have to produce a slick video to tell your story. In the right circumstance a business letter will do. And, in fact, every prospecting letter or email you send should reflect your story. But I digress. Enjoy: