Just Story It

While this article focuses on reading, think of all the biz stories you tell in your content creation across platforms -- blogs, websites, emails, articles, presentations, videos, digital stories, and the like. 

The results will be the same. And the research holds true for sharing stories in person, too.

It is fascinating that the more a listener is engage in a story, the more empathy grows over time. People become more empathetic through storytelling.

What's the take-away here for businesses? If you want emotional engagement and people feeling empathy towards you and your company, share stories.

But not any old story. Share stories with characters they can relate to. If they can't relate, no engagement, no empathy. And it must be told in a way that people can connect to. In other words, deliver a story badly and you won't get the engagement, empathy, or result you are seeking.

Leaders need to know this when sharing stories about values, vision, change efforts, etc. Marketers need to know this for brand loyalty. Small businesses and entrepreneurs need to know this for relationship sales.

This is a very short article with powerful points. Even better, there's a link to the original research so you can really get all the insights.

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it

I am seeing more and more articles on why paying attention to human emotions in business is becoming more and more critical.

And of course, for biz stories to work, emotions must be conveyed in order to connect emotionally to your listeners.

In this article, Ed Boyle from Gallup shares why classical economic theory does not work well today, and why pay attention to human emotions does. As he says, "O'Boyle: As technology and other avenues for connecting with customers continue to evolve, we believe that a person serving another person is still the biggest area of untapped potential for all companies. It's a concept we call HumanSigma, which emphasizes the importance of the employee-customer encounter."

Ah ha! This just goes to prove my point that the highest leverage point in biz storytelling is face-to-face interactions where stories are shared orally -- and coming from a place of service. But of course, it goes way beyond the employee-customer encounter. It is also part of leadership and marketing.

And it is also not just about broadcasting a message -- it's about reciprical storytelling.

Enjoy this unique perspective on emotions and business economics. 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it 

What an interesting article this is for anyone in business!

As I read it, I could see that the triggers to fascination that they list are also emotions that are often part of business stories. So this is a twist on common articles that talk about emotional connection in marketing.

So which of the 7 psychological triggers to fascination do you gravitate toward? And which ones end up in your biz stories?

Here's the link to the original article: http://boostblogtraffic.com/fascinate-sally-hogshead/ 

This review was written by Karen Dietz for her curated content on business storytelling at www.scoop.it/t/just-story-it