Storytelling: The art of telling good business stories

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Storytelling: The art of telling good business stories

You've probably heard the term "storytelling" many times? Maybe you don't use the art of storytelling for your business yet? If so, it's high time to change that. Because stories have an incredible power and can be very convincing.

They also form an extremely effective method of attracting new customers - a method that many entrepreneurs are still unaware of or outright underestimate. That's why we want to tell you all about the art of telling good business stories in this post. Now you can find out what's behind it and how it works. We wish you a lot of fun and good luck!

What is storytelling in business?

Storytelling in an entrepreneurial context means first of all to wrap the message of your company in a vivid story; a story that attracts attention, arouses emotions and creates curiosity. It's not about describing your products or services, but about conveying feelings and messages. Because every (purchase) decision is connected with a feeling and the more emotionally potential customers perceive your business and the better they can identify with you, the longer you and your business will stick in their minds.

Storytelling differs from classic advertising in many ways. While many other online marketing measures such as advertisements or sales mailings are loud and intrusive, storytelling works quietly and inconspicuously. It convinces on a different level and therefore does not compete with other online marketing activities at all, but complements them optimally.

Why is storytelling so effective?

Stories combine information and emotion. This enables the audience to imagine themselves in scenarios and to get very close to you as an entrepreneur and storyteller. Through your story, the audience experiences your message first-hand. This has even been proven neuroscientifically: Whether you experience something yourself or experience and recreate it through a story, your brain's reaction is the same.

Responsible for this are your mirror neurons, i.e. nerve cells that generate signals in the brain. They make sure that you can feel what is being told. The simulation of the action, in turn. empathy This means that you feel emotions even though you have not experienced a situation yourself, but have merely observed or heard about it. In storytelling, this neuroscientific effect is used specifically to convey messages.

What makes for good stories?

Every good story needs a clever structure with an arc of suspense. A classic way to achieve this is the hero story. In it, the protagonist must overcome a challenge. He overcomes several hurdles in the course of the plot and finds a mentor who accompanies him. The climax often consists of the hero having to make an important decision: Is he brave and ready for a change that will turn everything upside down? If so, a groundbreaking transformation follows. The hero transforms into a new, better version of himself and meets the challenge with flying colors.

What does that mean for your business?

Surely you have already overcome hurdles, mastered challenges, or Transformations through. This has given you new insights and new knowledge that you can use to engage potential clients. For example, if you're a coach, you can share your own story: Maybe you've done some coaching yourself that has improved your mindset or fundamentally changed your values. And because it has helped you so well yourself, you now want to pass this on to others.

Perhaps you yourself had a problem to which you developed the appropriate solution in the form of a product or service? If you emotionally charge and tell this story, you convey the message of the benefits of your product or service. The basic framework of your exciting story could look like this or something similar. If you are still unsure whether you have understood everything correctly, ask yourself the following questions:

  • What path have you taken in your self-employment?
  • Why did you become an entrepreneur?
  • What moments have particularly shaped your business?
  • What are your values?
  • What drives you?
  • What hurdles have you already overcome?

Tell your story

Once you've found the answers to these questions, you're bound to see plenty of potential for a good story to build storytelling around your business. Now it's time to tell your story - and there are several ways to do that. You can include it on the about me page on your website, record a podcast, make an image video, share it on Facebook and Instagram, or tell it as a speaker on a stage.

Be creative and don't forget: Storytelling offers you the chance to do authentic marketing. Because your products and services are usually interchangeable. Your story, however, is unique. Therefore, use the opportunity to pick up potential customers on an emotional level and inspire them about you and your business!

Are you already in?


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