Two phrases I heard this week have really stuck with me:
“Stories are how I understand the world” and “Stories can open doors.”
I think both struck such a chord with me because I believe them to be so fundamentally true. On both a personal and professional level.
There’s a mass of evidence to back up my belief that business storytelling is the most effective way to reach your audience.
Here is just a little of it:
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Emotional Connection – Brain activity research undertaken by Princeton University showed that when someone hears a vivid story their neural patterns begin to mirror those of the storyteller and they build an emotional connection with them. This is called “neural coupling”.
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Trust – Several surveys show that trust is fostered through consistent storytelling and directly influences over 80% of buying decisions. (Moxie Institute).
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Memory – Stanford research shows that stories are remembered up to 22 times better than statistics.
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Conversion to sales – Companies that use stories about people, whether it’s their own team or a fictional character, can boost conversion rates by nearly 30% (BBH).
”A company without a story is usually a company without a strategy.” Ben Horowitz, Venture Capitalist.
I’m 100% with Ben, every company has a story. You just need to tell it effectively to reach your audience. Want some help?
Contact me on 07970 754432 or email me here so I can open doors to your audience.