Customers connect with businesses when they identify with their stories. 

And while there's no doubt that storytelling is one of the most powerful tools in your business communication toolkit, sadly, it's a tool that most people don't use.

Whether you're trying to position your brand in a crowded market, attempting to evangelize your vision or values to stakeholders, attempting to sell your products or services, or struggling to get your message across at staff meetings, you need to include storytelling in your repertoire. 

As Michael Margolis, CEO and founder of storytelling training company Get Storied, says in this video, "Story is your ultimate currency. You are trading on your story. This is why people buy your message, or buy your product, or even hire you to do a job."


One of the reasons business people shy away from including stories in their communications with employees or customers is the mistaken notion that a story has to have a complex structure and has to be subject to some rigorous rules. Nothing could be further from the truth. At its core, an effective story structure is simple. Just tell people where you were, what happened and why you're telling them the story.

End of story.

Your story needs to have a message—a clear takeaway for your listeners. It has to have a purpose and make a point. A story without a message is pointless in business.

As a business owner, you need to have a repertoire of stories in your toolkit. These include stories about who you are as a person or leader, what you stand for and what your values are. You need stories that bring your vision to life, stories that illuminate your purpose and let people know why you do what you do.

Today, it's important to tell a consistent story across multiple media platforms. This is currently referred to as transmedia storytelling. It means your story needs to be shared on Facebook, LinkedIn, Twitter, Google + and other social media platforms, as well as YouTube. By doing so, you amplify your voice and presence wherever your consumers and your constituents are. This reflects the reality of your audience and the way they process information.

The stories that pack the most punch are personal ones. These stories ring true. When you tell a story, speak in your own voice and drop the jargon and inflated language. Use colloquial language, and speak from the heart.

Stories grab our attention and inspire us. They can change minds and attitudes. A well-told, authentic story can make you more trustworthy and encourage others to want to collaborate with you.  Don't let this age-old tradition pass you by. 

What's your story? 

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