Storytelling is a fundamental part of being human and it is suggested that storytelling developed not long after the development of language itself.
Storytelling is the act of telling or writing stories and typically they are told for entertainment, informational or educational purposes.
Regardless of the reasons, stories are everywhere. We devote much of our lives to telling stories about who we are, what we've seen, what we've done and where we've been. It is part of our very nature, our history and is likely to be a part of our future for a time beyond our comprehension.
So why are stories so powerful and so integrated into our very existence?
Stories let us share information in a way that creates an emotional connection because they provide context, relevance and alignment.
They allow us to gain a deeper understanding of people’s experiences and therefore understand each other better. What this permits is fundamental and sits at the heart of storytelling in my eyes; stories allow us to teach and to learn lessons. By taking what the storyteller has learned and applying it to our own lives we create a gateway to broader perspectives.
Why is the emotional connection created by storytelling so significant?
In a business context the emotion provoked by a story is often one the listener attaches to the problem they have; one the storyteller has the ability to solve.
In this way storytelling acts as a mirror. You are holding it up in front of your listener or reader and taking them on a powerful and visual journey, revealing and reflecting back their thoughts, emotions and 'problems'.
What’s so powerful is that you are doing this through your own experience which demonstrates empathy and builds trust. You show your audience that you not only understand their problems but you’ve been there yourself, you’ve felt them and then you’ve conquered them.
You have transformed.
Demonstrating transformation is a critical and hugely important step in storytelling if the story is intended to inspire, engage and teach.
It's hard to find anything more powerful and inspirational than hearing someone tell the story of how they overcame adversity, how they broke free from limiting beliefs, how they moved through a difficult situation to reach their finish line. These stories are evidence that change is possible.
And when this is executed with elegance our stories draw those most aligned toward us whilst simultaneously repelling those who do not align.
There's more...
Whilst stories help us share and understand information, they also make it memorable - another incredibly useful characteristic when your goal is to build personal and professional relationships - with the right people I might add.
So let's combine these elements:
memorable
emotional
informative
educational
reflective
evidential
…and most importantly transformative.
By sharing information through storytelling we can garner a reaction far greater than we ever thought possible.
Learn how to harness the power of storytelling and you can build connections and understanding between yourself and those you choose.
Now apply this to your business.
Tell the right stories and the right people will sit at your campfire. They want to know how you overcame the problem they face and how you can help them. This positions you as the answer and the solution to the market you wish to serve.
Hannah March is the founder of Lumos Marketing.