“Let me tell you a story about something that happened a long time ago in a galaxy far, far away…” Like magic the two young boys stopped wrestling with each other, came and sat silently, eyes wide opened, ready to be transported into another world.
Story is incredibly powerful because we are wired to learn from stories. From a very early age we learn about the world as adults tell us stories of far away kingdoms, cats in hats, and how uncle Fred lost his teeth because he didn’t brush them! Like a virtual reality classroom we have been using stories to instruct the next generation to survive and thrive.
Stories about other people are especially captivating because we are wired to empathise with the protagonist or the hero of the story for a number of reasons: We want to glean whatever we can from this character for our own survival and thriving; and we want to feel connected and understood as we resonate with the hero of the story – Survival and a sense of belonging.
One of the keys to effectively connecting with potential clients and customers is to relate to them through the power of story. Statistics and the wonderful details of your widget may be interesting but probably not compelling enough to move people to purchase from you. They may need more motivation, and motivation can be generated as you marry information with emotion. Emotions move us to action, information directs that action. And you guessed it – information and emotion is all delivered in the vehicle of a story.
But not just any story! It’s a story where your listeners, your potential customers, are the hero, and can resonate with a message about thriving and belonging.
Matthew Dahlitz is a local Film Producer, Musician, Author and Business Consultant. See examples of local business brand stories at perfektstudios.com