Alina Tugend shares a similar opinion in her article on Entrepreneur, “From Bedtime to the Boardroom: Why Storytelling Matters in Business,” as she investigates the current, biggest buzzword in business: storytelling. In a series of interviews with professionals and professors of storytelling and business, she argues that storytelling allows a brand and business to connect emotionally to audiences. Storytelling is not only a sales tool, but also a way for others to better understand your company, to connect employees, and establish trust between consumers/clients and the company. The key to storytelling is that it is honest and authentic; this is the only way to truly build a connection.
- Begin World-Building – Everyone loves a good backstory, you need to solidify yours; this will not only interest consumers, but also create a place for every campaign to spring from.
- Create Bonds – Authentic stories cause people to empathize with each other, and telling stories will allow you to build a committed consumer base.
- Establish Understanding – Stories permit us to see things from another’s perspective; they are a sure fire way to solidify who you are in the online realm.