Stories sell – the power of storytelling

Stories sell: Storytelling guide | Six

Stories are at the heart of everything we do as marketers. Yet for many organisations their approach to communications, remains routed in the past. When was the last time you sat through yet another dull sales presentation, read a overly wordy email about a new product or service, or viewed an uninspiring website full of specifications and facts?

“Research shows our brains are not hard-wired to understand logic or retain facts for very long. Our brains are wired to understand and retain stories. A story is a journey that moves the listener, and when the listener goes on that journey they feel different and the result is persuasion and sometimes action.”

Jennifer Aaker, author of The Dragon Fly Effect: Quick, Effective, and Powerful Ways To Use Social Media to Drive Social Change

Why stories work

Everyday, in our personal lives we’re bombarded by information from multiple sources, across multiple devices. Our social news feeds have become an extension of ourselves, optimised for engagement with stories we’ve liked, and friends that we have interacted with. We instinctively filter content, only consuming information that we ‘like’, from sources that we ‘trust’.

“Storytelling is the most powerful way to put ideas into the world today.”

Robert McKee, creative writing instructor of Story Seminar

Our attention spans are shrinking, making delivering relevant and engaging content in a business setting even more important. So how can we ensure that our efforts cut through all this noise? Creating content that drives a personal and emotional connection with our target audience is key.

Storytelling template

In our guide, we show you how to use storytelling to create compelling content to engage your audience. Unveiling six different types of stories, and tips for incorporating them into your communications.

  1. ‘Who-I-am’ stories
  2. ‘Why-I-am-here’ stories
  3. Teaching stories
  4. Vision stories
  5. Values in action stories
  6. ‘I-know-what-you-are-thinking’ stories

Stories sell: Storytelling guide download | Six

If you would like help with understanding how you can use storytelling within your organisation we’d love to hear from you.

Contact Nicky Lloyd, Planner for more information.

Nicci Lloyd - Planner | Six

Nicky Lloyd

March 2, 2017

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