Storytelling In Business Communication

Storytelling In Business Communication: A Key To Successful Communications

Storytelling in business communication is a communication strategy. A strategy where you can help you make a point, answer a question, or gain someone’s trust.

Hi Trish Davies here and today I want to share with you how to use storytelling in business communication. When it comes to storytelling, the voices of experts are often considered most persuasive. Stories from experts have been shown to have an 80% higher recall rate than facts without context.

This is because stories are memorable and provide meaning. They’re also easier for the human brain to process and remember compared to just information or data alone. In fact, humans have been using storytelling as a communication strategy for millennia.

However not all stories are successful in persuading people. So how can you tell which stories work?

This blog post will explore the role of storytelling in business communication. Also how it has changed over time with technology and social media.

Storytelling In Business Communication – The Power of Stories 

Stories are one of the most primitive communication strategies. Humans have been using stories to communicate for millennia. However in recent years, storytelling has taken on a new form with the rise of social media.

In this blog post, we'll explore what storytelling is and how it's changed over time in business communication.

Storytelling is often used to persuade people or gain their trust. A story can be about anything. It could be the story of your business, why you chose a certain path, or how you overcame a challenge in your life.

However not all stories are persuasive. Some may be perceived as too “salesy” or manipulative because they don't align with someone’s values or beliefs. This is why storytelling has become an important point of interest for marketers.

Marketers who want to connect with their audience through storytelling but still make them feel respected and heard.

What Is Storytelling? 

Storytelling is a communication strategy that has been around for centuries. It is a form of communication in which a storyteller tells an emotional, true, and personal story. the objective is to engage an audience and make a point.

In business, storytelling provides context for facts and data by telling an emotional truth. A truth about the people behind your brand or product. A successful story will share information that supports your business goals and builds trust with potential customers.

Forms Of Storytelling 

Storytelling has evolved over the centuries due to technological advancements and changes in society.

Storytelling is a communication strategy that can be used for different purposes. There are three main types of storytelling:

• Modern day
• Persuasive
• Expert

Modern day stories are typically written by an author or company to sell products or services.

Persuasive stories are advertisements about a product or service that try to persuade readers to buy or use them.

Expert stories are usually either autobiographies of famous people or accounts of real events told by someone who was there.

The first type of storytelling, modern day stories. These came about because of the invention of printing presses and mass media. They're often used for marketing purposes and tell the story through the eyes of the author.

Persuasive storytelling uses narratives to persuade readers into taking action. They may be written by authors or marketers and might even include personal experiences that happened to them. However they're still meant to persuade you into taking action.

Expert storytelling is becoming more popular as more people talk about their personal experiences. Specifically publicly on social media sites like Facebook, Instagram, Twitter etcetera . It's often done by celebrities or well-known personalities who have had some experience with what they're talking about whether it be fame.

How To Use Storytelling In Your Business Communication 

Stories are engaging and memorable. Humans have been telling stories since the beginning of time. However and they’ve changed over time with new technology.

Technology has made storytelling more powerful than ever. They used to be confined to your TV screen or newsprint. However now people can watch a video on their phone or laptop and instantly share it with friends.

This is because our social media habits have given us an appetite for constant entertainment.

However not all stories are successful in persuading people. So how can you tell which ones work?

It starts by understanding your audience.

• You need to know what your ideal customers are interested in.
• Also what their beliefs are.
• What drives them, etc.

Then you can tailor your story to this specific audience.

For example, if you're selling weight loss products for women over 40 years old with kids at home. Your story needs to touch on these points.

• That they're not alone.
• Also that they don't have to feel guilty about the things they enjoy doing anymore.
• Finally that there's hope for the future despite challenges today.

Types of Stories For Business Communication

There are three types of stories that can be used in business communication:

Personal Stories: These personal stories discuss the storyteller and their own personal experience. They can offer more detailed information about a person’s background which makes them more relatable to the audience.

Case Studies: Case studies provide an opportunity for businesses to share their expertise with an audience. They often involve real-life examples of how someone has solved a problem or helped people.

Ethnographic Research: This is when we study our own culture and society by observing and interviewing members of that culture. It provides compelling insights into what motivates people. This helps us understand the importance of storytelling in business communication through observation.

Storytelling In Business Communication – Crafting A Story That Works 

Businesses use storytelling to communicate new products, strategies, and ideas. These stories can be found in marketing materials, advertisements, on social media, and more. When crafting a story for your business, you want to make sure it’s memorable and leaves an impact.

Storytelling has been around since the dawn of time and has evolved with technology and social media.

A company might have a story that they want to share about their product or service. They could tell the story through the customer's perspective or by telling a personal story from one of their employees. It all depends on what the company wants to convey to their audience.

Stories can take many forms.

• They can be true or fictitious.
• Written out or spoken aloud.
• Presented in long form or soundbites.
• Told via social media posts, ads, videos, podcasts, blogs, etc.

There are so many different ways to tell a story these days (given how easy it is). However it's important to know which type of stories work well. Take this into account when crafting your own message in business communication (and across other platforms).

Conclusion 

In business, storytelling is a powerful way to communicate with your audience. It builds relationships, conveys a message and captures people’s attention. It can be used in a variety of ways to appeal to a wide range of audiences and elicit different emotions.

When you’re creating a story for your company, keep the following tips in mind:

• Keep it concise and to the point
• Use visuals to capture attention
• Keep it relevant
• Focus on the message you want to convey
• Understand your audience and what they need
• Understand your company’s goals
• Don’t forget the narrative!

I hope that these insights into storytelling in business communication has given you clarity on how to communicate with your audience.

Helping you build your authenticity, authority and audience.

Trish Davies

Build Your AU