Why Storytelling is Essential for your Business

Written by Beatriz Moreno for UGLA

Storytelling is at the core of human nature. We tell stories everyday. We read the news to keep up to date with the latest stories that are happening around us. We check our social media in search for stories to read, watch and like from the people in our lives. We live our lives and tell those around us either personally or in form of a post, our stories and latest occurrences. Our favorite shows? The ones that capture our attention with compelling storytelling and intriguing character development.

It’s all about the story.

Everything around us tells a story. Everything we own tells a story, either about the place it comes from, or a story about what we like or who we are as a person. Right now, as I write this text, I can see my berimbau resting on the wall. You have probably never heard that word before. Berimbau. It’s a brazilian instrument with african roots that plays a key role in the sport of capoeira. I happen to practice capoeira, but I still can’t play the berimbau, yet I own one and I proudly display it in my living room. Why? Because it tells a story. It is a conversation starter. It tells people something about myself without using any words, and it reminds me of my hobby every time I look at it. That’s why I own a berimbau, and the day I finally become good at playing that instrument it will tell a richer story, and it’s value will increase. Not because it will cost more, but because to me, it will represent an achievement to be proud of.

This is exactly what good and honest storytelling does to your business. People want to connect with businesses more than ever. We are overwhelmed by options and it’s those businesses that manage to tell stories one can identify with and relate to that are at the top. Nowadays, people want to feel like they are part of a tribe, because their buying choices reflect who they are and what they stand for. They, too, tell their own stories with every single purchase they make, with the places they frequent, the people they hang out with, and the events that they choose to go to.

The next time you come up with a new product idea, or write your next blog post or social media post, think about how you can tell a story your tribe can identify with. What story are you telling to your followers? How are people going to connect with it emotionally and psychologically? Test this yourselves. You will see how the engagement increases, as well as the overall connection between you and your audience.

So, what story is your business telling?

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