I’m a storyteller. No, not the “Once Upon a Time” kind of storyteller, though I have done that a time or two as well. Rather, I am a craftsman of great stories, stories that are absolutely riveting from start to finish, drawing the reader in and keeping them locked into the messages as they unfold in a carefully orchestrated way that gets results.
Sure, there are a lot of people who claim to be able to do this these days. It’s the next big thing in marketing and communications. The profession is full of “flavor of the day” commentary about the importance of story and how creative directors, writers and strategists need to get on board.
Me? I’ve been doing it all my life. I actually became a corporate storyteller some 20 years ago. I had learned early on that facts and figures as well as saying you’re the biggest, the best and the most improved fell on deaf ears. Customers and clients simply tuned the messages and you out.
It’s not the profession’s fault. This is what marketers thought was important. What they didn’t understand is that the human brain — the ones inside the noggins of customers and clients who make buying decisions — aren’t wired for statistics. They are wired for stories.
We are all born story lovers
Why? Researchers have recently discovered that stories are hardwired into our brains. They help us understand the world and people around us, the events that unfold in our daily lives, and most important, they help us understand ourselves. In short, they give meaning and context to the often confusing and chaotic world we live in.
There’s something even more amazing about the power of stories. It turns out that our brains can’t tell the difference between what’s real and what’s imagined. The brain reacts the same way to real-world occurrences as it does to complete works of fiction. This is a good thing, at least when it comes to evolution and marketing. It allows us to experience the full range of emotions we have — happiness, sadness, joy, grief, fear, courage, love, hate, etc. — without having to put ourselves at personal risk.
That’s why stories are so powerful and why they continue to make up more than 65% of all interpersonal communications. A PowerPoint presentation or facts and figures will activate just one part of our brain. The rest remains quiet. A good story, on the other hand, will light up our brains up like a Christmas tree, activating multiple regions all at once. When it’s shared with others, it causes these brain centers to light up in the same way, creating a common consciousness that can influence, persuade, entertain, and yes, even sell.
Got a story? Let me tell it!
Everybody and everything has a story. The challenge is to find it, articulate it and make it resonate with the audience. Any hack writer can string a few words and sentences together to convey an idea. But it takes a skilled and gifted storyteller — part craftsman part artisan, part marketer — to create a story that sticks with the audience, one that will not only be remembered, but acted upon.
The world is ready to hear your story. Are you ready to share it? Are you ready to stand out in the marketplace by giving people what they want — a great story about your business, brand, products, services, people and history? I can help you deliver it. With more than 30 years as an award-winning communications professional and storyteller, I can craft a tale that will get you noticed, build loyalty, increase sales and bolster the bottom line.
Never knew storytelling was so complex? Start with the “What’s The Story?” section to find out how our brains receive and share stories.
Want to know what my offerings are? Visit “Services” and see how I can help you tell your story and get results.
Want to know more about my background? Find out more in “Your Storyteller.”
Ready to get started? Call me at (425) 280-3792 or email me at robb@storylaureate.com and let’s put pen to paper (that’s just an expression these days) so we can get the results you expect and deserve.