Why Story Matters

Everyone loves a good story. We talk about what movie we saw this weekend or the latest bestseller we can't seem to put down. But at the same time, we all tend to relegate the concept of story to a matter of entertainment and distraction, instead of really considering the power it can have in our daily lives, in work and business.

I'm a writer, so of course I'm biased. Okay, fine. But as a business professional, I've also seen how story can be the most powerful and profound way to connect with a potential partner/customer/donor, etc. Story is about connecting, about building rapport. And I see companies struggle to tell a compelling story when it comes to their services and who they are. Most businesses are bogged down by describing what they do.

But there's a famous rule of writing that comes in handy for business too: "Show, don't tell."

Anyone can claim to be honest, hardworking, and producers of great products...who would ever say otherwise?

Now, there's nothing inherently wrong with telling people who you are as a business. The problem is when organizations tell without showing. For example, a veteran-owned construction company:

Telling: "We are honest, hardworking, and veteran-owned. We build great houses on time and on budget."

While these may be great qualities for a business to have, there is nothing about these statements that will set this business apart from a million other businesses that can claim exactly the same things. This is where story can step in and entirely change the conversation.

Showing: "Fellow Air Force vet John needed to convert an old basement into a playroom for his growing family. We asked them what they wanted, listened, and made it happen before the birth of their new baby girl. Now they have the perfect space for play dates and making memories."

Now, you tell me, which one is the more appealing? The story about the Smiths conveys everything that we really need to know about the contractor. Anyone can claim to be honest, hardworking, and producers of great products - I mean, who would ever say otherwise if they actually want their business to grow?

And I'm not just talking about featuring reviews on your website. You can have a million reviews of people saying how great you are, but if they don't tell a cohesive story, it's just noise.

Story relates empathy and the creative gumption to quickly fix a problem.

I love seeing companies put up "Our Story" pages on their website as it immediately makes the company feel more approachable and human. It's the first thing I go to when I see it. Even if it's as simple as, "Our neighbors were frustrated by the lack of skilled, reliable contractors in our area. So we decided to start up Smith Family Remodeling." This story relates empathy and the creative gumption to quickly fix a problem without having to explicitly state it. Showing, not telling. Besides, it's always safer to assume your potential client is smart enough to connect-the-dots rather than dumb things down.

Another problem I see is that most companies spend too much time trying to justify why they deserve the client's business and convincing others that they are qualified. But the problem with that is, no matter what industry or service is being provided, the client can never know if those promised attributes are true until they actually use the company's services and see for themselves. That is why most of us ask for referrals for everything from dentists to plumbers to churches. Most potential clients don't want to take a risk, so they talk to others and get the inside scoop that way.

But why wait on others to tell your story? You have the power to do that yourself!

Knowing that, the goal should no longer be to convince your potential client with bullet points of your company's qualifications, because if you're not qualified, your business is never going to succeed anyway, period.

If you're not good at what you do, you won't have good stories to share.

The good news is that I'm already starting to see a shift back to story. Companies are starting to figure out that story still matters. Insurance companies, car manufacturers, entertainment - they are leading the way in this shift. Compare commercials now to twenty years ago - generally speaking, they are far more focused on making you feel something than describing a product's superiority. To quote the great Zig Ziglar, "Selling is essentially a transfer of feelings," and that is something that I believe story accomplishes best.

But a word of warning...your stories have to be true. No fantasy allowed here. That facade will quickly crumble and destroy a business. If you're not good at what you do, you won't have good stories to share, so your level of skill is directly correlated to your story.

Being a successful storyteller in your business is directly linked to building rapport with clients, vendors, partners, and employees. In today's business environment, story matters more now than ever before, and that's saying a lot, because story has always been important in the scope of human history and how we connect with each other, whether on personal or professional terms.

Jonathan Jordan works in Business Partnerships for RightNow Media helping equip small businesses and nonprofits to engage and develop their employees. He is also the founder of Wordrobe Media and works as a professional screenwriter and developmental editor for new authors.