CDG Interactive Blog

In the business press it seems like every day there’s another article about storytelling – from Fast Company to Investor’s Business Daily,  you’ll find articles proclaiming “You have to have a story!” or “Tell your story.”

The missing piece in all these articles is what makes an effective story. We sat down with Amy Saidman, the artistic executive director of SpeakEasy DC, an organization dedicated to teaching people how to tell better stories.

Over the next several weeks we’ll be talking with Amy about:

• Types of stories for business
• Components of an effective business story

Why are stories effective in business?

In Made to Stick: Why Some Ideas Survive and Others Die by Chip & Dan Heath, there’s a case study about Subway. They had two ad campaigns on January 1, 2000: 7 under 6 (seven subs on the menu with less than six grams of fat) and Jared. Eleven years later, how many of us remember 7 under 6? Yet, most of us likely remember that Jared lost 245 pounds eating two sandwiches a day from the local Subway store.

Amy says, “Stories stick. Stories are the most powerful way to create a memorable message. People are hard-wired to communicate through stories. That’s how we’ve passed on lessons, how we should act in communities and groups, shared histories.”

“A well-crafted story helps you connect with your audience – whether that’s someone your standing in front of or someone reading your website – it pulls them in and makes them care about what happens next,” she adds.

“A story can tap into emotions and make them care which is the only way you can get people to act – whether that’s to make a purchase or get behind a cause. “

Now we know why stories can be an effective way to talk about your business. Next week we’ll talk about the types of stories businesses can use and where they belong on your website.

Next Steps

• Think about brands, companies and causes you’ve connected with – do you know their stories?
• Has the story of a company or brand ever influenced your decision to buy from them or work with them? How will your story set you apart from others in your field?