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.

Business Storytelling: The Importance of Telling Your Story

The Hartford Business Journal is asking businesses to "Tell Your Story!". Company stories are printed in their HBJ Business Profiles. What a great way to get some recognition and all you need is to write your story.

So many times I hear, "I don't have a story, we just started the business and started working." Okay maybe that's not exciting but there is a lot more behind, just starting a business. Sometimes it takes a third party to tease it out and find the gems worth writing about and sometimes it is just straight forward and can be inspiring to others who are looking to start a business.

I'm wondering how many would have liked to take advantage of the advertising by having their stories told in the HBJ but didn't have a story prepared and didn't have enough time before the deadline.

I recently worked with a client who won a prestigious award and was asked for a company story to print in the program of the awards dinner. Yikes, he didn't have one prepared and had almost no time before the deadline. Fortunately I had some time and was able to juggle some other things to get his story done for the program.

My advice is not to wait until you already have the need but have a story ready to go so you don't miss opportunities. It can be a great marketing piece to include online, with packages for prospects, in reception areas.....

Don't miss the opportunity, set some time aside during a slower period and write your story or get help, but get it done.

Business Storytelling: Fairy Tales for A Sick Boy

I came across this short blog post by a Polish radio station looking to collect stories for a boy in a medically induced coma. Research has, for years, held that patients in comas are somewhat aware of what goes on around them and suggest keeping a positive atmosphere. Often families are encouraged to talk to the patient so that a loved one's voice is heard.

The article does not say if the plan is to record all the fairy tales collected and play a continuous loop in the boys room but I think it would be nice if the parents are able to tell the tales and have a recording play for the boy. It sounds like it could be a nice addition to the healing process offered at hospitals, especially children's hospitals. It could help the parents feel productive and helpful when they are worried and stressed about their child. And if the psychologists are right about the benefits of stories then the parents are contributing in a very positive way to their child's recovery.

See the link below for the short story.
http://www.thenews.pl/national/artykul138983_polish-radio-collects-fairy-tales-for-liver-transplant-boy.html

Business Storytelling: A Story on Stories

The following link was posted on a listserv I subscribe to http://tiny.cc/qd9js. The author Carol Ross wrote with a great deal of energy after a retreat she attended and recognized the power of story to connect. She has some good examples of how story can be used in the work place but the part I like is when she writes about the evolving story:

"Your story evolves, as you evolve. Many years ago, a mentor told the story of being raped. Initially, she told the story as a victim and eventually, after many years, she told the story as a conqueror. A well-known coach has the tag line, "It's all made up." Our stories don't end with one telling but change over many tellings, not because a new detail appears (although that can happen) but because our perspective changes of who we are. The same set of circumstances takes on different meaning, based on where we stand today, rather than five or ten or twenty years ago."

That truly is the healing power of story. When we share stories we spread the burden or the canopy of joy. In one the pain is lessened and the other the happiness is multiplied. Read the short blog post if you have a moment.

Business Storytelling: Quiet but not without story

It has been far too long since my last post. That is not because there is nothing to post but I've been busy creating and living story.

Last week I received a nice email from a colleague. She was traveling to a distant airport in the wee hours of the morning listening to talk radio. Jennifer Weiner, author of "In Her Shoes", was being interviewed. I saw the movie several years ago and recently caught a piece of it again. Jennifer told the story of two sisters with all their baggage, problems and love. You may not like your sister but she is your sister and you can't just stop that relationship. If you haven't read the book or seen the movie I think it is worth the time.

That aside, during the interview Jennifer was asked about the "death" of publishing. Her answer was perfect, "There will always be appetite for story". Story has been around since the beginning and will last as long as there are humans. The form the story is told in (digital, paper, movie, song etc.) really doesn't matter as much as the sharing of the story. I would hate to see the elimination of printed books but I do not fear for the continuance of story.

Business Storytelling: Stories for healing

Last week in Seascale England there was a shooting rampage that left numerous dead and several wounded. Besides the obvious physical wounds this small, usually peaceful rural community has psychological wounds to deal with.

The BBC interviewed a general practitioner doctor who was one of the first on the scene. He is obviously shaken by the events. In the interview he is asked how people will begin to cope. His answer, story. People need story. You can listen to the whole interview at this link. http://tiny.cc/9p2ty

The Dr. does not go on to explain what exactly he means by story but he mentions that it will help people to understand. Yes story might help them to understand or accept the craziness but story will also help to remember the lives of those lost. Stories of loved ones after a death are comforting, gone but not forgotten.

My sympathies go out to those affected by the shootings.