Do you remember the last time you heard a good story? The answer is most likely “yes!” Great stories leave lasting impressions on us but, before I explain why, it’s probably worth me telling you my own story first.
Finding the human connection
My name is Emily and I run my own digital marketing agency called EmPower media, delivering bespoke digital marketing, PR services and event management to businesses and individuals. I’m also a farmer’s daughter, but more on that later!
My whole career has been about storytelling and, whether I have been news editing, running a company’s social media platforms or being the voice of a celebrity dog for Guide Dogs on Twitter (yes folks, I really did do that!), it was my job to find the “story behind the story” in everything I did. I had to find that human connection, that thing our audience could relate to, so they continued to invest their time in watching the TV show or buying into the brand.
So, what is digital storytelling, I hear you ask? Well, it’s anything from establishing your company story, creating a tone of voice, or writing copy for your website and social media, to writing press releases and award submissions. It’s getting your message seen and heard.
You may be wondering why storytelling is so important. What power does it really have?
Well, as humans we are natural born storytellers, we’ve been telling stories for centuries. It’s how we connect, entertain and pass on information. Stories are at the centre of what we do and say, and they aren’t just for bedtime: stories play an important role in business too.
Effective storytelling can attract the attention of the media, it can establish a revolutionary product, launch a new charity and it can even save lives.
Powerful communication tool
There’s no doubt that storytelling is a powerful tool for communicating information, and here are just a few reasons why:
– Storytelling lights up the brain. It really does, and in more ways than any fact or chart will ever do. This is because it gives the information we are receiving some meaning and context. It can lead us to develop thoughts and opinions, and even align ourselves with the person or brand telling the story. It essentially makes the information more memorable, too.
– Storytelling humanises a brand. We buy into people, not products, so a brand with a really human story, a visible founder, and a lot of personality is more likely to have an influence on us and our habits.
– Storytelling gives you an edge. Great storytelling has the power to whip people up into a frenzy, like the John Lewis Christmas ads for one! Disney, Airbnb, Apple: they all know how to tell a good story, and they all have the competitive edge.
We love a story because, as humans, we’re programmed to and, as a business, if you tell your story well, you will build a strong foundation through which you can nurture some real lasting relationships with your customers.
My story with the Caterham Independent has only just begun, and I can’t wait to share my experiences, insights and industry knowledge with you all every month – as well as providing lots of information on how you can protect your mental and physical health online.
And in case you’re wondering why I mentioned the fact that I’m a farmer’s daughter? Well, I think that’s probably a story for another time…don’t you?
Emily Davies has more than 15 years experience in broadcasting, journalism and digital content marketing, working with big household names. Through EmPower media she helps local businesses and individuals bring their story to life through digital storytelling.
Follow Emily on Instagram: @emily.empower.