The Importance of Storytelling for Business

By Jeremy Mullally

How storytelling can help you connect with your customers

Stories have formed a large part of the fabric of our society and culture for hundreds of years, managing to always weave their way into the most basic of conversations. 

It is no surprise then that storytelling is such an indispensable tool for businesses of all sizes today.


What is Storytelling?


Before launching into the why of storytelling, it’s best I cover what exactly is storytelling.

When I talk of storytelling in a business context, what I really mean is the human aspect behind a business. It seems obvious to say that a business can’t exist without people, but for me the story of any business lies in the nuances of that one simple fact.

“When it comes to marketing and sales, before speaking to customers on a logical level, you must speak to them on an emotional level.”

Why is storytelling important for your business?


It makes you authentic

If you have ever heard the old adage of “be yourself because everybody else is taken”, the same certainly applies to business. 

Businesses of all sizes should strive to find their own personal mission and voice, since consumers are very much attuned to those which are genuine and those that are counterfeit. 

The challenge lies in how you communicate your own authentic story to your customer base, but it’s been proven that personalising your brand can have a tremendous outcome.

It sets you apart from your competitors


The motives behind starting a business varies across business owners, even for those in the same industry. You can highlight your point of difference by communicating your business story to your customers and giving them insight into your brand.

What’s you mission?

What are your core values?

Why did you start you business?

Who are the members of your team?

It helps you connect with your audience

Stories have been used for centuries — no, milenia — to guide us, teach us and even warn us of danger, and there is a good reason for this. From a young age we as humans have had a far easier time remembering stories rather than pure lessons that are taken out of context.

As you read this now you can probably even think of stories that you learnt as a child; The boy who cried ‘Wolf’, The Tortoise and the Hare, The Three Little Pigs, etc.

These fables might seem trivial now, however they demonstrate the power that storytelling has in memory retention. In other words you are more likely to remember and a business with a clear story behind it and therefore more likely to engage with it.


It makes your consumers act on emotion not logic

When it comes to marketing and sales, before speaking to customers on a logical level, you must speak to them on an emotional level.

That’s where storytelling comes in.

By tapping in and appealing to the values and desires of your consumer base, you can effectively warm them up to your brand and your message.

I hope you have learnt something about story telling for business purposes in this article. Please share with your network!