While I was still thinking about what aspect of communications I would go into when I was taking a public relations and communications course, someone asked me to write a video script for an upcoming campaign.

I wrote a first draft and sent it to her so I could understand if we were on the same page from the brief information she shared with me. She got back to me and said something was missing – a story element.

That was my light bulb moment. I knew the area of communication I’d focus on, and it was storytelling. Why? Because people crave stories. People want emotional connection, and only stories have the capacity to deliver that.

So, why should you use stories in your business communications as a business leader?

1. Your audience craves stories

In The Storytelling Animal: How Stories Make Us Human, Jonathan Gottschall writes that ‘human life is so bound up in stories that we are thoroughly desensitized to their weird and witchy power.’ Humans are made for stories, and studies have shown that our oxytocin levels increase when we read or listen to stories that we can resonate with, and our brain loves stories.

2. Your audience wants emotional connection

Some days ago, I was introduced to my business mentor to see if we would match. When she asked me why I chose to do what I do, and I began with the story of my mum telling my siblings and me stories when we were kids, I could see the smile spread across her face and the keen attention she gave as I continued my story. Your audience wants to be able to resonate with what you do and feel like they’re part of your journey.

3. Your message becomes memorable and you’re unforgettable

In November, I attended an entrepreneurship event, and Doug had been invited to speak to us for about ten minutes. Doug could have easily given us five to ten tips to build a successful business. He could have also given us facts about the challenges of entrepreneurship, but Doug chose to tell us his story instead. You can watch my video about Doug’s story here.

Do you know what that did for Doug? It made him unforgettable. The lessons Doug shared stuck with me because he used stories and humour to keep his audience engaged.

4. Stories help your audience engage with your idea

When you start with a story, you invite your audience to engage with your idea. I read an analogy in Carmine Gallo’s The Presentation Secrets of Steve Jobs that stories are like pouring hot coffee into a cup for your audience. Instead of dumping abstract ideas on your audience, give them a story to relate to. Draw them in.

According to Stephen Denning in The Springboard: How Storytelling Ignites Action in Knowledge-Era Organizations, ‘When the story does its job, the listeners’ minds race ahead, to imagine the further implications of elaborating the same idea in other contexts, better and more intimately known to the listeners.’

5. Stories boost business growth

Let’s look at the case study of a brand I love Dove. In 2014, they launched the Real Beauty campaign to challenge traditional beauty standards. They used personal stories of women from different backgrounds which created an emotional connection with their audience. This led to conversations about self-identity and self-esteem which led to significant business growth.

There are innumerable benefits to telling stories as a business leader, and there’s no better time to embrace using it in your business communications than now. Your presentations will come alive, and you’ll begin to build a loyal audience.

Want to know how to use stories in business communications? Read our previous post.