If we hear facts wrapped up in a story, we are 22 times more likely to remember them
When those facts are about the value of your business and those people are potential customers, getting almost a third more recall could really make the difference when it comes to selling what you do.
Modern neurological research has proven that storytelling is the best way to grab people’s attention, cement information into their memories and create deep, emotional connections.
Stories makes us human
Stories fire up the imagination and spark passions; they can provoke nostalgia or hope for the future and they unite people, creating a sense of togetherness.
“Story, as it turns out, was crucial to our evolution – more so than opposable thumbs. Opposable thumbs let us hang on; stories told us what to hang on to.”LISA CRONIN, WIRED FOR STORY
As humans we seek out good stories almost as much as food and water. They’re addictive. Even when we sleep at night, our mind is telling us stories. It’s no surprise then that the people that tell the best stories command the most influence in their community. And this is where the opportunity is for you.
Stories cut through the marketing noise
Research shows that 5% of branded marketing content attracts 90% of engagement meaning the need for storytelling is more pressing than ever before. Businesses are wasting time and money putting out content that’s doing little else than create noise. Noise does not help your customers. It does not show the value of what you are doing over the next person. Neither does it make you the expert.
It’s time to ditch the hard sell and switch lists of facts and features for stories that are really going to grip your audience.
3 tips for great business stories:
- Customers don’t want to have to translate what you are saying. Think about using stories to simplify complex messages, explaining things in more human, relatable terms
- Creating communities that your customers feel part of, makes them more engaged and loyal and it is stories that bring people together. Consider a platform maybe Facebook group or monthly get together (IRL!!) that empowers people to share their stories
- Stories are great for prompting action. Think about what you want potential customers to do – is it go to your website, download a free guide, click to buy or shout about your brand to others. Then think about how can you story motivate someone to do what you want them to do? Talk about an existing customer (or a fictional one!) that you inspired to take an action with you . Maybe even get that customer to tell the story for you?
Storytelling is about creating long lasting connections. In the business world this means customers who will not only buy from you once but will come back time and time again and bring others with them. Facts alone cannot do this but stories can.
P.S If you hadn’t worked it out, that little gem about facts is the reason my business is called 22 stories. It’s amazing what you can stumble across on Google.