Why story matters for your business and what is storytelling
Business storytelling is everywhere - from marketing to internal communications. Here's why story matters for your business and what is storytelling.
Your business NEEDS storytelling to survive and win. Here' why:
People love stories.
Good story makes you memorable.
It makes people pay attention and take action.
You often hear that B2B is more about logic than emotions.
But B2B buyers are still human. 99% of them will forget any stat or number that you throw at them.
What they WILL remember is a good story that resonates with them.
Claude went from cringe “Move your work up to the Claude” posters to viral IRL popups by doing one thing: telling a better story. Now everyone wants that. (c) Tom Orbach, Marketing Ideas
And it’s not just about customers.
Top talent wants to work on BIG ideas.
Venture capitalists invest in huge projects with bold vision.
Media outlets want to cover new and interesting things.
Because everyone likes a good story.
This is not a nice-to-have when you’re scaling up or playing VC game.
You MUST become good at storytelling if you want to win.
What I mean by storytelling
Here’s the thing - stories appear everywhere in business:
- Ads
- Videos
- Events
- Articles
- Taglines
- Strategy
- Podcasts
- Webinars
- Press kits
- Speeches
- Roadmaps
- Email copy
- Pitch decks
- Newsletters
- Social posts
- Case studies
- Career pages
- Website copy
- Presentations
- Elevator pitches
- Training programs
- Recruiting materials
- Mission, vision, and values
- Product descriptions and even pricing
There are slogans, mottos, brand statements, point-of-view and future vision - all of which are tied to your core beliefs and stories that shaped them.
There are stories of the past events, present problems, and better future.
There are stories you tell to investors, customers, public, and internally within the team.
There are so many things where stories play a huge role in, so the definition is this:
Storytelling is the art and science of creating a compelling message through narrative.
Which means storytelling plays a role everywhere there’s a message.
It doesn’t replace copywriting - it makes it better.
It doesn’t replace raw numbers and facts - it makes them easier to remember.
Just like a good strategy makes your tactics meaningful - good story makes your communication more persuasive, memorable and human.
It’s not just text or speeches
And it’s not just videos or books.
Images tell a story.
Design tells a story.
How you present your product and structure your pages tells a story.
Some stories attract younger people interested in fresh new, bold and non-standard things.
Others - older demographic that prefers things as they were before.
Some stories attract luxury clients. Their representatives plan months in advance.
Others - fast-moving users who want their problem to be solved yesterday.
It’s not enough to explain what you do.
You need to give people things to care about (and repeat to their friends and peers).
Something that you would put on a billboard to make people share it on socials.
Understanding all of this is the first step to actually creating a story and getting good at storytelling.
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