• We become part of the story
• We experience the story versus just consume it
• And we relay the story to others
Good stories create an
We normally associate stories
with books or movies.
(We don’t normally associate stories
with companies, brands or executives.)
Yet storytelling is one of the most
powerful persuasion tools available
We are 22 times more likely to
remember a fact when it has been
wrapped in a story.¹
1 Work by cognitive psychologist Prof. Jerome Bruner
DID YOU KNOW?
Research from The Ohio State University
shows that when we’re immersed in a
story, we embrace the beliefs and
worldviews the story presents.2
2 Melanie Green and Timothy Brock, “The Role of Transportation in the Persuasiveness of Public Narratives”
More executives than ever are trying to
get the story behind facts or figures.
(Content that is based on the company’s experience
and history, made relevant for today and tomorrow.)
Authentic storytelling is rooted in the
authentic content that every company has.
But how does authentic storytelling
help different functions or
departments in an organization?
Let’s start with marketing…
• Higher brand awareness and customer engagement
• Better content to customers and stakeholders
• Improved metrics (e.g. customer acquisition and
• Greater appreciation of the value of marketing internally
helps marketing deliver…
It can help sales too…
• Build relationships
• Create faster trust with customers and prospects
• Stand out from competing salespeople
• Accelerate the sales cycle
• Increase close rates
In fact, every executive or leader
can benefit from more effective storytelling:
• Increase success in delivering information so it’s
memorable and motivating to a wide variety of
• Persuade more effectively
• Higher memorability of your messages
So how does someone create
and tell an authentic story?
1. Find and develop authentic Content
• Look inside your company and its history
• Find golden nuggets that authenticate
your messages for today and tomorrow
• Build authentic content repositories that
can be used and their content
Photo credit: Tony Oliver
2. Create engagement
• Create interest and intrigue
• Sometimes use conflict to draw
in the audience
• On occasion, shock your audience…
or at least give them an “aha” moment
• Build listener’s trust early through
something personal, humorous
or insightful (hopefully like this
3. Align with your audience
• Know who you’re talking to and
what style of story makes sense
• Purposely plan how you want your
listeners to feel, think and act
differently after they’ve heard
• Ensure the story can deliver on this
plan, adjust if needed
• Use proven models, methodologies
or processes to take your authentic
content and create concise,
• If delivering the story in person,
• And practice some more!
• Create a plan to actively
storytelling into your everyday
• Have a reserve of “ready to go
stories” to deal with common
• And refresh that reserve frequently,
so you avoid repetition or story
• Authentic content research
and development programs
• Custom training on
authentic storytelling for
marketing, sales, and
History Factory offers… (703) 227-9576
Because who doesn’t love a good story…
especially when it’s authentic?
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