When you hear a good story, you know it. Story telling is about taking a listener to a place that is visual, concrete and emotional; a place where they feel something and where they can relate on some level.
In my business I am lucky enough to hear stories every day from clients and customers in all walks of life. These stories are normally based around why they are wanting to create a particular gift or why they are giving a particular gift. Sometimes the stories are about how a gift that they have sent to a particular person has positively impacted on that person and these stories are uplifting, rewarding to hear and make you feel good about what you do.
Story telling is about tapping into a passion about a topic and if you’re in business, hopefully that passion is what you do.
In business, story telling should not just be about the features of a business (the how to) but also about the benefits of the business (the what if). People remember stories and if a business owner can tell someone what they have to offer and case studies or stories about how they can help other people, they are more likely to be remembered and in turn, referred to others.
Brain research confirms what storytellers know from experience: we are wired to learn through story telling. This being the case, by talking about the “what if” and by using a story to demonstrate this, a business owner can often connect more effectively with others.