Recently I was in a meeting with a client who was struggling with their social media strategy. They had plenty of knowledge and ideas, but no idea how to present it attractively. When I asked if they had ever shared their own story, there was a moment of silence. Eventually the marketing manager told me about how the company started: a young team with big dreams and a tight budget, who after months of hard work, landed their first big client. “Why isn’t that on LinkedIn?” I asked. That same week they received dozens of responses to exactly that story.
This is the power of storytelling. People remember stories, not just numbers or facts. Especially in the B2B world, a good story can make the difference between a post that people skip and a message that resonates.
Why does storytelling work?
Stories are human. Our brain processes information better when it is in a narrative. A good story evokes emotions and makes abstract ideas tangible. For business content, this means that you can package your message in something that really touches.
For example, instead of saying that your company is “customer-centric,” share a case where you helped a customer solve a complex problem. That’s much more powerful and credible.
How to Create a Story That Works
Storytelling is more than a buzzword; it’s a strategy that you can learn. It’s a way to bring your message to life and connect with your audience. But how do you create a story that works?
1. Start with Your Core Message
A strong story always starts with a clear goal. What do you want your audience to take away? Whether it’s a campaign, a pitch, or a blog, your story should boil down to one clear message. Make sure that message resonates emotionally. People remember what moves them.
2. Harness the Power of Emotions
Stories that work are stories that you should be able to feel. Think of moments of happiness, excitement, or even frustration. Not only do emotions create recognition for the reader, but you also start building a bridge to your audience. For example, if you’re promoting a product, start by talking about the eternal struggle someone went through until they finally found your solution. And voila, you’ve created a story that evokes emotion.
3. Use a hero
Every good story has a hero. While it may seem obvious, remember this: that hero is not you, but your audience. Show how they overcome the challenge by using or implementing your product, service, or idea. When people recognize themselves in your story, they become actively involved.
4. Make it visual
The saying “a picture is worth a thousand words” has never been more important than in storytelling. Use strong metaphors, descriptions, or even visuals to make your story tangible.
5. End with a call to action
A powerful story doesn’t just end. It inspires action. Whether that’s a purchase, a subscription, or simply an emotional connection, a good story leaves a legacy.
Practical tips for your business content
When creating business content, I find that one thing always works: being yourself. When I once wrote a blog that was too formal, I immediately noticed that the engagement was lagging. But as soon as I started writing more personally and authentically, the responses started coming in. It’s a small difference, but the impact is huge.
Business content doesn’t have to be boring or stiff. By staying authentic and using a smart strategy, you can get your message across powerfully. Here are some practical tips to take your business content to the next level.
- Be authentic: People can tell right away when a story doesn’t feel genuine. So don’t try to be too perfect and share your challenges too. Whether you’re telling a success story or sharing a lesson from a mistake, authenticity creates connection. People don’t just buy a product or service; they buy the story behind it.
- Use clear language: You don’t have to use complicated words to come across as professional. In fact, clear and simple language ensures that your message is understood much faster. Avoid jargon and write as if you were talking to a colleague or customer. Write short, to the point and understandable.
- End with a question: Do you want more interaction? End your content with an open question. For example: “How do you apply storytelling in your marketing?” This stimulates reactions, creates a conversation and increases your visibility, especially on social media.
Are you curious about which story statement you can best apply in your business content? Then you have come to the right place, contact us to discuss the possibilities!
