Over the last week which stories have engaged you? How many of them have been from other companies?

The answer is probably very few. The reason? Many focus on stories about the relatively superficial rather than anything which shows real purpose and aspiration.
As we rebuild, people want to see something and engage which that which is genuine and which is bigger than themselves.

Most understand the need to be genuine and authentic. However, it needs more than an unknown person’s story or insight. It is more about how to engage on a more substantial level. Most have great stories; they just don’t tell them. Storytelling connects in a far stronger and deeper way than any normal organisational communication, both externally and internally.

It is natural. Most communication talks at an audience. It does not ask them to play a role. With EP, the articles which get the most feedback are invariably on people stories, especially those who have come back from adversity, rather than any thought leadership. There is an old adage that there are only 4 or 5 plots that people respond to in films and these are just constantly adapted.

A good story enables the listener to connect and then turn the ideas and experiences into thoughts which relate to their own. It then becomes personal and connects on a deeper level. It also allows the listener to take the story and adapt it, becoming the storyteller as well as the listener. When a person connects on an emotional level, then they will remember the story for longer and feel affection for the company.
Every business has stories to tell. It deserves telling.
Are you telling yours?

Given this, isn’t it strange that more don’t work harder to tell their own stories?
One only has to look around the industry to see so many fabulous stories which are dying to be told.

Clients and customers do want to relate and feel more connected than they often do. Same is true with employees. It is no coincidence that back in days gone by, many had such great pride in their companies they worked for, their leaders, products/services and the impact all of these had. There was often a closer connection and this will be important to rekindle.

Clients and customers do want to understand the journey that companies have been on since their founding. They love to see old photographs, illustrations, moments in time. It makes them feel affection and connected. It tells an authentic story which many can relate to and reflect on.

The industry has an unique place in the life of its customers. It exists to serve but it creates memories and special moments which live on. Creating stories which allow customers to connect even further is a logical investment to make.

EP has been established for close to twenty years and has engaged so many great people, venues and organisations. We have employed great characters who have lit up the business. We have so many stories that we tell each other and clients all the time. We often have found our books highlighting the past in many reception areas and bookcases. Every business has stories to tell. It deserves telling.

If you would like to learn more about telling your story, then please do contact Lauran.bush@epmagazine.co.uk