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The Art Of Business Storytelling

Business Storytelling is using a story structure for the purpose of internal and external communication, collaboration and marketing. It can be used to persuade peers, to sell to clients, to develop new marketing narratives, and even to reposition your company relative to the competition. When you use a business story, you can communicate your value in a way that makes your company feel relevant and relatable.

Is your story effective?

In order for a business story to be effective, it must be compelling and activating. It needs to demonstrate that you care about your customer, show that you have a purpose that benefits them, and explain how you can help improve some aspect of their lives (B2C) or business (B2B). Done properly, it will help your company stand out from the competition.

Here are the components that need to be built into your business story to make it effective:


You want – and need – to educate your audience about your company. Focus on your mission, vision, values, and your “why” (i.e., the reason your company exists), from the perspective of your client or customer. Help the audience understand when they should call- and why – as well as when they should not call.

Many business leaders believe that they can sell their products or services to anyone if they have the chance, and they want to talk to anyone who will listen. But buyers purchase the things that fit their needs best. Education helps a prospect see how your product and company can fit their needs.


A good story always evokes some level of engagement. It’s not enough to use a catchy CTA. That may evoke a click, but clicks may mean curiosity, which is not necessarily true engagement. A conversation that builds rapport is. Create your story with the goal of improving audience engagement with your company or brand and moving the prospect toward the sale. Consider each stage in the sales cycle, and provide the right information at each stage.

Make it easy for them to find additional information and to get in touch with you – without being sold to. Gather data that will enable your sales team to create a personal connection and build rapport on a person-to-person basis. Be helpful, not annoying or pushy.


People buy when they know, like, and trust a brand. Create content that promotes understanding, evokes affinity (like), and builds confidence (trust) to make a solid connection. Emotion drives behavior, and buying behavior (the decision) is driven by strong emotional affinity.


Look at everything you do through the eyes of your customer. Understand why they choose you over your competitors, what they like most, and even what they like least. Consider their experience, and make it as pleasant as possible. Don’t just make it a “feel-good” connection; make it genuine.

How well does your business story work for you?