In the digital age, we’re seeing more and more data. But how much use is that helping us? Not a lot.
This has left many of us wondering: what’s the point of all this data if we can’t find any meaning in it?
To get the most out of your analytics, you need to be able to tell stories.
Stories start with data and end with actionable insights. Great storytelling can take your data and turn it into something that drives business results rather than simply being an interesting read on a Friday afternoon.
With that in mind, here are some reasons why you should consider honing your talent in storytelling and how it can benefit you in today’s world.
Everyone loves a good story
If we look back in history, many of our favorite stories come from centuries ago. Whether you’re talking about classics such as The Odyssey or Beowulf, or more recent novels like Harry Potter or Lord of the Rings, they are all stories that have stood the test of time.
You might also notice that many of the world’s religions are full of stories. This is because we have always loved a good story.
Why?
Stories give us the feeling that we are part of something bigger than ourselves. Experiences told through storytelling have a way of connecting us to one another. This is especially true of collective stories, where everyone shares the same experience.
Stories have a way of connecting us to our emotions. They allow us to put ourselves in someone else’s shoes and feel what they feel, or put ourselves in a situation and know what we would do if we were there.
Marketing is more about storytelling than selling
Marketing is often seen as a way of selling a product or service.
Instead, marketing should be about telling a story to the customer. If you think about your own buying habits, you’ll probably agree with this.
You won’t think about the specifications if you buy a washing machine. You’ll be asking yourself: What does this machine mean for my life? What is the value of this product? What will this product do for me?
It would help if you did not think of the washing machine as a machine but instead as something that will make your life easier, save time, or even give you peace of mind.
What’s more, storytelling is not just a benefit for businesses. It can also be an opportunity for customers. Customers who feel like they understand your product and service can relate to it. This makes it easier for them to trust your business.
Data without context is useless
Many businesses are turning to data to help them make better business decisions.
While this is a good thing, the problem is that many businesses are simply gathering and storing data without looking for any meaning in the data.
This is where storytelling is so important.
When you collect data, you want to be sure to keep asking yourself: What does this mean? How can we act on this? What should we do with this?
When data is not backed up with meaning, it doesn’t really matter. This is why context is so important. It will help you understand what your information is saying and how to take action.
Moreover, your data is constantly changing, growing, and evolving as time goes on. This means you can’t gather data, store it, and hope for the best.
You need to constantly look for new meaning in the data and find new ways to act on it.
People respond to storytelling with action
This is the ultimate goal of any good story: to change how people think and act.
You need to understand how people think to tell a story that truly affects people.
This all starts with your audience persona. This is a person that represents your ideal customer.
When you know who you’re talking to, you can create a story that resonates with them.
If you’re not sure who to talk to, you may as well be talking to a brick wall.
You need to know who you’re talking to if you want to tell a story that will change their mind and lead to action.
Becoming great at storytelling will help you grow your business
When you think of your business as a story, you can see what you need to do differently.
Businesses that have a straightforward story can adapt to change much quicker than those that don’t. When something big happens, such as a new competitor entering the market, it can be hard to know what to do.
When you have a straightforward story, it makes things easier. You will already know how to respond to the change in the market because it will be a part of your story.
For example, let’s say you run a restaurant, and one of your key selling points is that you use fresh, in-season ingredients. When an unexpected frost threatens your supply of tomatoes, you know that you will need to find a new ingredient to replace it.
Your story has taught you that you’re facing a problem others would also have.
You can now respond to the change by offering a discount on meals that use a substitute ingredient.
Final words
Storytelling is something we have done as humans since the beginning of time.
It has been used in almost every culture worldwide and in every form of media that exists today.
The power of storytelling is undeniable and eternal, and businesses that use storytelling as a tool will always be more successful than those that don’t.
If you’re a business that needs to tell its story but doesn’t know where to start, I suggest hiring a Marketing Content Ninja! Delegating your writing tasks can free you to focus on what’s important to your business!
Click here to know more about hiring a Marketing Content Ninja!
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