Words have power.

“ Storytelling is universal and is as ancient as humankind. Before there was writing, there was storytelling. It occurs in every culture and from every age. It exists to entertain, inform, and promulgate cultural traditions and values. ”

– National Geographic online [as of December 2, 2002]

You started your business for a reason. You go to work each day and strive to make a difference. You took the job with the company because you believe in and align with its mission. You believe in “the thing" deeply enough that you spend time sharing it with everyone you can.

And then there are those that balance the equation: the customers or clients you provide products and services for. Everyone from the audience you share daily tips with to the potential customer you're hoping to target with your latest ad campaign to the customer you've had for 20+ years.

You and your work matter. And your audience needs to know it.

"So, how do I find the right customers?"

"My friend told me about your company, and I'd like more information."

"We have a new product we're excited to share with everyone."

Stories help us relate to each other, inform one another, and entertain all the while.

Brands and businesses that utilize storytelling as a significant driver of information find it connects them with their target audience, building a solid relationship with their customers speeding up decision-making, and influencing their decisions.

  • "… if people really love a brand story, more than half (55%) are more likely to buy the product in the future, 44% will share the story, and 15% will buy the product immediately." [Five by Five - formerly Headstream Content Marketing]

  • We only retain 5% – 10% of information if it's statistics alone, but when we hear the same data in the structure of a story, we remember 65% – 70% instead [Story Based Selling: Jeff Bloomfield]

  • "Scientists are discovering that chemicals like cortisol, dopamine, and oxytocin are released in the brain when we're told a story. Why does this matter? If we want to make a point stick, cortisol assists with our formulating memories. Dopamine, which helps regulate our emotional responses, keeps us engaged. When creating deep connections with others, oxytocin is associated with empathy, an important element in building, deepening or maintaining good relationships." [Harvard Business Publishing • Corporate Learning]

Is it a little ironic we used data to tell you it doesn’t work as well as a story? Yes, it is.

If you’ve made it this far, ask Nick about his first business named Missing Link Design.

Now, that’s a story.