‘Once upon a time’ is a phrase, I’m sure we can all relate to from our childhood, as we waited with anticipation for the story we knew would follow.
Storytelling has been around for centuries. Being passed down from generation to generation around camp fires, through paintings and carvings on cave walls, on clay/stone tablets, and any other method that could immortalise a message.
I love a great story – whether in a book or a movie. In fact, my favourite movies of all times is the trilogy of the Lord of the Rings.
From the start of the Fellowship of the Rings, where Cate Blanchett (who plays the character of Galadriel) begins the story with the narration: “history became legend, and legend became myth and some things that should not have been forgotten were lost…” right through to the end. I’m hooked!
Why is storytelling so powerful? For many reasons. Here are three reasons, which various studies into the impact of storytelling, has found:
- Stories help you cut through the distraction;
- Stories activate your audience’s brains;
- Stories can change people’s behaviours and actions.
Which confirms that with the right stories they can captivate and compel, and they can cut through noise to seize your audience’s attention from the opening sentences right through the closing last word – especially when done strategically on a podcast interview.
Are you using storytelling in your communications? Particularly with stories that will resonate with your ideal client? Stories that’ll cut through the noise because aspects of your story is something they can relate to because it’s part of their own story as well?
One of the ways we incorporate stories into our content is with former clients, who share their successes and wins after going through our programs.
When you use the right format and structure – rather than just sounding like an infomercial, your client’s success story can resonate with prospective customers – instantly grabbing their attention, overcoming any skepticism along with unspoken objections, to the point where he/she is thinking: “If it’s possible for them – I wonder if it is for me?” to which of course you’d share a call to action, encouraging them to get in contact with you for a chat.
That’s powerful storytelling when sharing clients’ successes, and just one way storytelling can be used.
In fact, I’ll be doing a special training right inside The Influence Alliance and our Podcasting With Purpose Programs outlining the questions and sequence these questions should be asked to make for a powerful and influential story and case study.
How are you using storytelling in your business with success? Come on over to our community of Changes Makers and let me know!