WorkWriting series


Most times, when people hear ‘storytelling’ they think about or relate it to famous “once-upon-a-time” headlines. While this is not usually the case in terms of winning clients; storytelling is still undeniably one of the best tools for client engagement and retention or lead a movement.

Telling a story to win customers ultimately boils down to wanting to grow your business. Even leading a movement requires great storytelling to move hearts and draw people to a certain cause. Every good business or movement has a story that is born mostly from humble beginnings. Telling a/your story shows business prospects in line with solving problems for and satisfying clients and not just about understanding the tools of the business. Customers always want to be appreciated, feel like they are a part of and have faith in any business they associate themselves with. Good storytelling acknowledges these factors and put them to workable use.

So, how exactly do stories help to build businesses?

  1. ‘Humanizing’ your story:
    People easily relate to what they can put a face to, and these ‘faces’ would be more relatable if they have stories behind them. By being able to use this feat, the storyteller brings an actual kind of personality to what they do while trying to convince people that they in fact know what they are doing. It is important to be truthful, build a story that resonates and makes the characters come alive in the minds of the audience. When you can completely relate to your clients, understand and interpret their interests accordingly, you naturally become their favorite business or go-to spokesperson.
  2. Creating emotional bonds:
    Storytelling is very necessary to create emotional bonds with your audience. This is probably the most important aspect of storytelling in business. When clients read/hear and react to a story, a good one, they feel like it truly happens. Emotional responses are formed when clients empathize well with your business. Interesting and emotional stories that draw people in have characters that people believe in. The process of taking people from listening, to actively listening, to engaging them in your business transaction, is played majorly with emotions. Developing a story that helps clients visualize the link between their problems and how you can help solve them also creates a bond in the long run. As Psychology Today explains it, emotional response has far greater influence on our intent to buy a product than does content.

Source: One Spot

3. Information retention:
People easily retain most information through stories and only a little from data and statistics. From your favorite movies to everyday TV commercials, stories have a way of imparting information for a long while. Considering famous brands and adverts, most of them use stories to convey their ideas and messages. Businesses with good stories often have the longest standing clients, who readily refer other potential customers as well. Most times, the emotional connections people feel is what enables brand information to be retained. This is a very essential reason why stories should be told in the best light possible; because as easy as it is to build a brand with a good story, it is even easier to tear it down with a bad one.

In as much as you would want to turn hearts and change minds with storytelling, it is always important to understand what makes a good story and to use the right elements in the right proportions. A good story, the stories you remember, captivates you because it;
o Gets your attention
o Keeps your interest
o Builds your curiosity
o Resonates your thoughts
o Gains your trust
In winning clients and having to relate easily and forming a kind of partnership with people, there is nothing better than a good story.

Anne Chibuogwu; is your one day Botanist and the next day, a random muggle who loves to over-think and write.
If you love fiction then visit dearanne!

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