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Elements of effective storytelling

Elements of Effective Storytelling

To sell

It implies going beyond the advantages that your product or service can have, and complementing, for example, with stories of how other customers have benefited or have managed to solve their problems.


“Based on real comments” from MercadoLibre, it clearly shows this: customers who have benefited from buying there, and although their goal is to position the brand, it is clear that it is linked to selling more, and for that, it relies on the stories behind the comments.

Elements of Effective Storytelling


Get investment

No one will invest in your company or organization if you only say: “we do this and that. Give us your money. Thank you."


It is better to involve investors in a story, tell why the idea arose, what was the problem you detected, how it affected you, the challenges you have had, how you have overcome them. Situations that help you generate a connection and therefore motivate them to invest.


In the Shark Tank program, it is common for entrepreneurs to start with a story: the moment they discovered the problem. Other times the same "sharks" are those who ask the entrepreneur's story, showing that not only the product or service matters (I recommend the Tree T-Pee pitch).


Generate community

Whether inside or outside the company, storytelling helps to have a captive audience that drives growth.

A prominent example of this is FuckUp Nights, who base their success precisely on periodically sharing failure stories. People who go to these nights will listen to these stories, they feel identified with them, and that makes them come back and invite more people. Not for nothing, they are in more than 150 cities in 50 different countries.

Lee: Fail quickly and often to achieve success

Another initiative that exemplifies it is that of Humans of New York, a blog that periodically shares small personal stories of the inhabitants of this and other cities of the world. A book of the New York Times bestsellers and more than 20 million followers on social networks supports this growing and growing initiative.


Communicate new organizational strategies

The changes are not easy, and they cause uncertainty within organizations. For this reason, the use of stories is beneficial to see beyond an approach on paper or in a presentation, because through them it is easier to exemplify where they are and where they want to go.


By transmitting the change in this way, collaborators and interest groups better understand the role they can play to create that future that they want to reach in the organization, according to Christine Cavanaugh-Simmons.

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