People love stories. We’re wired for it. Think about the last time you heard a great story. Think about the last time you told a story? Were you good at it? If you think you aren’t, you may want to work to change that. Especially if you are looking to increase your ability to influence others.
Storytelling is a great tool for influencing. Why? Because People don’t want a speech; they want characters, plotlines, dialogues, and scenes. People remember your information easier when you deliver it in the form of a story.
The human brain spends most of its time daydreaming, unless when it's engaged in a story. That’s why storytelling is such an important tool for any profession. Storytelling can be used in many contexts and situations. It's a powerful way to convey a simple message.
People easier relate to stories. If you were looking to get your point across, do you think it would be more effective with a laundry list of facts or a story? Facts are dull and uninspiring but when facts are delivered in a relatable story, It allows those that you are trying to convince to imagine themselves in that story. For that to happen they would need to "try it on". To experience life in the character's shoes. When you can accomplish that you have set the stage for influence.
Some of the most successful sales pages online are what are called "long-form" sales pages. Basically it's a really long page. When you read through the sales page, pay attention to the story that is being told. It often starts with describing someone that was having a certain problem that they can't solve. Then, a possible solution is being introduced but not yet revealed. First, the writer describes being in a similar situation and how it is not your (the reader) fault. The industry or some other entity is against you and this is why you were not successful, etc. Finally, the story shows how this wonderful product will take care of the problem and how the person in the story used it successfully to solve the problem. There may be variations on the theme, but this is typical of a story being told in a long-form sales letter. No matter what the goal is. Storytelling can go a long way to helping you grow your influence.
Storytelling can also be used to dissuade people from doing certain actions. Parents use this technique all the time. They tell their children stories of people they knew when they were kids who suffered some tragic circumstance as a result of bad behaviour.
If you want to learn more about how story works, especially for your brand, read the article: 7 marketing messaging elements critical for any brand.
