How To Apply Storytelling To Your Small Business


Storytelling is a term we hear every day.  But how does it apply to business?  

This is a question I get asked often.

The answer seems obvious, but when some business owners attempt to apply this concept to their business, crazy things happen.  The negative voices emerge and the mind draws blanks.  

“How do I tell stories about boring products?  My business isn’t interesting. I can’t think of any stories. I’m not a talented storyteller.” Sound familiar?  I’ve been there too.

One thing I’ve learned over the years is good storytelling is as much about the content as the way you tell it.  It’s an art, and everybody can do it.  Pssst…You probably tell them to your friends and family everyday.

Before I get into it, you may wonder why we need storytelling at all.      

Let me explain.

Humans are wired to connect to stories.  

Jonathan Gottschall, the author of The Storytelling Animal, said, “We are, as a species, addicted to the story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.” 

From early childhood we crave and rely on them to help us sleep, inspire, educate, and deepen our connection to each other.  This is the part that you should note.  The deeper your connection is with your customers, the more they will buy, remember, and share your product or service with their friends.

One of my favorite ways to incorporate a story in social posts is sharing my perspective. It’s the one thing that sets you apart from others in your industry and positions you as a thought leader. Your experience and ability to provide a unique experience draws your customers in.

You’ll see a never ending supply of stories to share.  There’s a story you could tell!

Here are three of the best ways to share stories:

  1. Success stories from the field, the ugly too, and with how you prevailed. Your experience will educate and inspire customers entering the marketplace.
  2. Tell your customer’s story. How has your product or service transformed their lives?  We buy transformation, not products.  
  3. Your beliefs, mindset, and thoughts on topics related to your industry. Thought leadership is one of the best ways to build your credibility and community around your content. 

Remember, every story has a beginning, middle, and an end.  Apply what you already know and guide your customer down a slippery slope to the end.  

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