The art of storytelling for businesses

Whether your customers are business buyers or individual consumers, a well-crafted story may be the key to closing a sale. But building a compelling narrative isn’t always straightforward

What’s in a story? Stories typically involve a character embarking on a journey in pursuit of a goal. Harry Potter went in search of the Philosopher's Stone, Tony Montana pursued money and power, ET just wanted to return home. Along the way, characters must overcome various obstacles before a conclusive event decides whether they achieve their goal or their ambitions are thwarted. 

For marketing teams looking to promote their brand, the storytelling arc is much the same. The same fundamental elements of stories in popular culture are also found in brand and business stories. The main characters are customers – businesses or consumers in search of a product or service to fulfil their goal. And the resolution is the sale – the product being purchased or a handshake in the boardroom at the conclusion of a deal.