Chapter 2The Power of Storytelling

Why Does Your Business Need a Story?

Everyone loves a great story. People want to feel connected to a group, to belong. Stories give you a reason to communicate and relate; stories are stimulating and give you something to believe in; stories make you feel better, smarter, safer, or even loved.

Business storytelling is similar. It's about creating alignment between your business and your prospects and customers.

But telling your brand's story is more than what you write on your website, your blog, or even social media. It's your value and your mission, and it's how you communicate that consistently to your audience—wherever they are.

Thanks to smartphones and tablets, the average adult spends more than 20 hours per week with digital media.1 And Google processes over 5.4 million searches per minute.2

Wow, 5.4 million search queries per minute? That's a lot of people looking for answers. But capturing their attention can be difficult.

Content marketers are constantly battling for the attention of their prospects and customers. To make sure you're heard, you need to be genuine and tell a story that appeals to your audience.

Your goal is to make a human connection. It's about resonating with people—people who need your help or guidance.

In the world of business, a story helps you create contrast between choices. Stories will help your prospects make sense of decisions they're about to make, whether it's deciding on a product or service or making ...

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