Business Storytelling: Another's blog perspective

Copywriting Strategist, Lorrie Morgan-Ferrero had this to say about business stories, "Stories are wickedly effective in getting attention. They work in conversation. And they work like gangbusters in copy." She is absolutely correct. Savvy marketers have been using stories since the beginning of advertising, we just don't always think of them as stories. Why? Who knows for sure, maybe because we are so used to stories in all aspects of our lives that we don't really notice the process of stories in sales.

Lorrie goes on to give reasons why stories are so powerful in the sales process. Two of her reasons really stood out because I've blogged about them, makes an emotional connection, let's you show how your service or product will erase the pain of your customer. We like to think we are logical in all our purchases but in reality we purchase much of our discretionary goods on emotion, what we want, not what we need.

The second point is important because the good sales person must know the customer's story before offering up a story of his own to solve the problem. Storytelling is as much about listening as it is about telling. In order to tell the right story at the right time you have to listen first.

Think how you can use stories in your business and sales process.

Business Storytelling: Annual Report Time?

Non-profits, especially, love annual reports. "Let's thank our donors and show them what we've done!" The problem with that is the show piece. Statistics and charts are heavily used when stories are what would encourage more readers.

Tom Ahern is a development expert who writes a newsletter called Love Thy Reader. In the November 2009 newsletter he says
"You might have noticed: no one invites a statistician to cozy up to the campfire. So, George, tell us about your latest numbers. We're dying to hear.

On the other hand, stories, are popular -- since forever. Everyone understands stories: instantly, without translation. Relatively few, on the other hand, can truly understand your statistical evidence and its implications. It has to do with neuroscience, but I'll leave it at that."

There are several studies on the neuroscience of stories and the human brain so Tom is correct. Use more stories and your annual newsletter won't be a waste of paper and effort. (Also if you get a chance subscribe to Tom's newsletter, it is short, sweet and well written.)

One more time, Facts tell, stories sell. Please recognize the fact that when you are trying to raise money, you are selling. Selling your non-profit, convincing your donors to give you money. Use more stories.

Personally, when I get an annual report I flip through it, see the impressive list of donors and then throw it out. Tell me a story and I just might learn more about your organization and the difference it makes to the world.