How to successfully use storytelling in Work

We tell stories every day. Whether it’s a quick ditty to a friend or a long anecdote to your grandchildren, storytelling is ingrained in us. In our professional lives, we also tell stories. We tell stories to persuade someone to support a project, inspire a team, or explain a complex problem.

Storytelling is an essential skill in the professional world, but you may not be using it to its full advantage. Successful business storytelling can set you apart from your competitors and bring in loyal customers, which is why it’s essential to know how to craft a great story. We’ve created this quick guide to break down the business story writing process so you can fine-tune your storytelling skills and reap the benefits.

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Business storytelling takes abstract concepts and complex messages and solidifies them into simple and attainable terms. It can help your customers take a non-tangible concept and relate it to concrete ideas and emotions. Storytelling in business is also the heart of inbound marketing. It’s not facts and figures that stick in our minds — it’s the stories and emotions they invoke that leave us wanting more (or have us running out to buy the new iPhone).

How many Super Bowl commercials can you remember that left you in tears? Or, ask someone and chances are they can tell you the reason why they donated to a cause or bought something. It may surprise you how often those reasons link back to a story the company told. So without further ado, let’s break down business storytelling so you can get writing.

Steps to creating a story

1. Know your audience

We’ll stress this until we’re blue in the face: Know your audience. This important piece of work will determine your message, your medium, your distribution … it may already determine your product or service. The extra time you take to dive into your audience’s demographics will pay off greatly in the long run. Without specific information on their wants and needs, you could end up with a real disaster. For example, if you are set on sending out flyers or a brochure when your audience is largely a Gen-Z crowd, you’re going to fail. Younger audiences expect that useful information is most likely going to come in digital form.

As you start research on your target market, it can help to define your buyer personas. A buyer persona can also help provide direction for the first few steps as you build out the foundation of your story. Make sure to move past age, gender and other obvious sections of their demographics. Find out what their triggers and stressors are. Even better, find out what pushed them into the content-consumption phase of their customer experience.

 

2. Determine your message

This, of course, is coming as number two because it doesn’t matter how long or short or where you are publishing it — your story needs to have a core message. It will be the foundation of your story moving forward. Eke out whether your story is to raise funds, advocate for an issue, explain a service or something else.

To help determine the point of your story, try summarizing your story in one simple sentence. Or give it the old elevator pitch (30 seconds or less!). If you’re unable to, you don’t have a core message, so go back to the drawing board.

3. Include a story arc with conflict and resolution

The best storytellers know that all good stories have an arc that involves a wonderful conflict apex with a tapering resolution. The conflict will be the lesson of how your character overcame a challenge. Your conflict is what will connect you to your audience through relatable experiences. Without that conflict, your story is going to be a bit boring or fall flat with your audience.

And don’t forget that every good story has a closing. Use your resolution to wrap up the story, provide context around the conflict and leave your audience with a call to action.

 

4. Select your medium and layout

Stories come in all shapes and forms. Some are watched, some are listened to, and others are read. There are several different ways you can distribute your story: in a video, in copy on your website, through in-person or virtual presentations, via social media, etc.

Picking the right medium for your story will probably depend on your resources and budget. Just remember that no matter which medium you choose, you want to make your message relatable to your audience.

5. Produce it

Once you’ve chosen your medium, it’s time to produce your story. The production phase will probably include a larger team than you imagine. You’ll want writers to help with a script and other creative’s to aid in backdrops for a visual story or layouts for a written story. Involve your social media team to make sure what you produce will translate well on social platforms.

6. Distribute it

You’ll almost always want to share your story on social media and via email. If you’ve chosen a written story, don’t forget to publish it beyond your blog; get it guest-posted or shared on other publications. Digital stories are great on your own social media platforms, but also be sure to include them on Vimeo and YouTube. The more places you share your story, the more engagement you’ll get.