Think back to when you were a young child, sitting in school and waiting anxiously for the teacher to announce “Storytime.”

What made this so special? It was probably your best chance to let your imagination run wild, for you to connect, if only for a short time, with a world not familiar to your own.

Now think back to the last business presentation that you either attended or delivered yourself.

Did it engage you and inspire your imagination to run wild? Did it motivate you or your audience to take quick action or get truly excited about the prospect of a new idea? Most likely, the presentation lacked these qualities, and it probably contained PowerPoint slides or spreadsheets to get the main points across. That’s because it was not a story.

So, what happened to Storytime?

Turning Presentations into Stories

While not formally a part of many companies’ cultures, storytelling is becoming more present than you might think and there is plenty of room for it to grow.

The fact is, business in general is teeming with powerful stories and engaging storytellers, and true business success heavily depends on the power to tell a good story. Yet mastering the art of storytelling is not an easy task, and understanding how to apply this mastery is even harder.  The stories are all around us already – tapping into their potential is what makes all the difference.

In his book, Tell to Win, Peter Guber talks about the revolutionary power of telling a good story as a fundamental to business success. The telling and listening of oral stories is deeply embedded in our DNA – and so too should it be part of your company’s DNA.

By highlighting tales of new business ventures, screenplay pitches, and other radical propositions that all relied on storytelling, Guber is able to paint a clear picture that Storytelling leads to Success. But how can it be applied in business and marketing settings? More importantly, how do you master this art?

What Makes a Good Story?

As a formula for storytelling, Guber breaks down the story into three equally important parts:

- The beginning should shine light on the challenge or problem
- The middle should present a struggle to meet that challenge
- The end should offer a resolution that ignites the listener

When it all comes together, your story should get your audience to say “ah ha!”

What Makes a Good Storyteller?

Remember that anyone can be a good storyteller, and practice is definitely the key. It is about tapping into your own experiences, seeing the world around you, and framing your story in a way that connects with your audience.  It is about introducing the characters, the hero, and the drama to get your story moving. Most importantly, it is about showing your passion and wholeheartedly believing in your story.

Telling Your Story to the Consumer

But storytelling isn’t only a good tool for presentations. Companies always look for more ways to engage their customers, and storytelling is the perfect way to do that.  It brings a human element into marketing that is hard to beat, and when used correctly, can lead to increased sales and brand affinity.

Of course, it is not always easy to figure exactly what kind of story you should tell, and how. Here are a few simple ideas to introduce storytelling elements into your marketing efforts:

- Every company has a story – from its founders, to its mission and purpose, to the breakthroughs and developments that helped grow the brand over time – and the authentic story can engage consumers
- The story can be told on the packaging itself, signaling to consumers that they are buying products from humans, not just corporations – Horizon Dairy does a great job of telling their own Farm Story
- The shopper experience can be a story in itself – Find out what the “drama” is in the consumer’s life, make that consumer the “hero”, and offer a “resolution” with a product that they can’t live without – Or better yet, make the product the “hero”

So, the next time you prepare for a presentation or even try to develop a new marketing strategy, think about how you can tell a better story. Know your audience and what they will connect with. Know your desired outcome and the action you hope to inspire. And figure out how to arrive at the “ah ha” moment.  The possibilities are endless.

Sources: Tell To Win – Connect, Persuade, and Win With the Hidden Power of  Story, Peter Guber, 2011, Image The U.S. Army