David Mastovich | Your business needs to tell its story | Business

In 2015, I started using the term storytelling to explain how important it is for businesses and leaders to use their stories.

At the time, our company was put on hold to deal with a controversial PR situation while helping a community organization make big news.

In the years since then, it has evolved from the notion that storytelling was akin to “I’m going to tell a bedtime story” to now storytelling is a buzzword.

But there is still a misunderstanding of what it actually means.

There is still a segment of CEOs and employees, owners and founders who may be in the older part of Gen X or are already part of the Boomers. They don’t yet see the benefit or power of storytelling.

Then there’s a younger audience that has fallen in love with the buzzword status of storytelling and still doesn’t understand the point.

Why is storytelling so important in business? Why should I go beyond brand storytelling?

First, we need to address those in this group who aren’t quite convinced that storytelling is this measurable, powerful thing. To this person, I say that storytelling is the only tool that we have used for generations, for hundreds of years, in different cultures.

It is the only tool that has been used for training, communication and motivation throughout history.

When we use anecdotes and analogies and make a story memorable, it’s something we can relate to. It is something we pass on to others, even pass it down from generation to generation.

For those who are not yet convinced that storytelling should be part of leadership and should be part of business, I get it. It takes a while to have some data behind it and know it’s not soft.

The science of storytelling is about how we begin to formulate stories, according to cognitive psychologists.

When we meet someone and when we engage and interact, we begin to place that person at the forefront of the story.

This person becomes the focal point, we want to understand their purpose and who they are trying to reach and influence. Our mind starts doing that anyway. This is science.

Then we want to look at what their struggle was, what barriers they overcame.

We want to know what lessons were learned. That’s what science tells us we start doing regularly.

But let’s turn to the other side, to all these people who made storytelling a buzzword. All these people who overdo the storytelling and don’t use the science of storytelling.

These people focus on brand storytelling or tactical storytelling, both of which are important. But for businesses and leaders, storytelling goes far beyond brand storytelling and can’t just be the tactical execution of a story by taking a photo and posting something or holding an event.

B2E, business-to-employee storytelling, is an important tool. Most companies use B2B, business-to-business or B2C, business-to-consumer approaches.

They’re used to treating those target markets in a certain way and having a plan and a campaign and using the science of storytelling or maybe using target market segmentation, marketing insights.

But these same leaders and businesses often fail to reach, influence, connect and engage this all-important target audience of employees and employee-to-employee B2E marketing. Treat prospective and current employees like the customers they are.

B2E marketing then uses B2E storytelling and tells your story in a way that helps with the three Rs of business-to-employee marketing: recruitment, retention and results.

A staggering 82% of employees, regardless of company or industry, believe their productivity suffers because of poor or limited communication up, down and across the organization.

When I talk across the country to C-suite organizations, leaders, middle managers, I hear over and over again, “Well, we tell them the why and we talk to them about the processes.”

But they talk to them the way they want to talk, and they don’t treat them like they treat their customers. They understand that customers need to be reached through different channels.

Billboard can work alongside broadcast and cable TV advertising, but it can also use social media, and you can use a video that you sent to a potential customer to tell them that you can communicate on six, seven channels with your target audience.

You know you have to make that message creative when it’s the consumer. But we tell employees what to do the way we want to tell them.

Storytelling is so important to business and to leaders.

Storytelling needs to go beyond brand storytelling or tactical storytelling and touch on business-to-employee storytelling, referral source or center-of-influence storytelling, and leadership or executive storytelling. director.

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