{ "version": "https://jsonfeed.org/version/1", "user_comment": "This feed allows you to read the posts from this site in any feed reader that supports the JSON Feed format. To add this feed to your reader, copy the following URL -- https://www.seebtm.com/en/tag/services/feed/json/ -- and add it your reader.", "home_page_url": "https://www.seebtm.com/en/tag/services/", "feed_url": "https://www.seebtm.com/en/tag/services/feed/json/", "title": "SEE Business travel & meetings magazine", "description": "Magazin za oblast poslovnih putovanja i kongresnog turizma Jugoisto\u010dne Evrope", "items": [ { "id": "https://www.seebtm.com/en/storytelling-in-business/", "url": "https://www.seebtm.com/en/storytelling-in-business/", "title": "Storytelling in Business", "content_html": "

Perhaps you\u2019re wondering what\u2019s storytelling got to do with your work. Much more than you think! Every business has its own story.

\n

If you can\u2019t or don\u2019t know how to tell a good story to your target audience, your product or service simply won\u2019t draw attention. John Bates says that the human brain values stories more than anything else. And if you don\u2019t know who he is, here\u2019s a brief introduction. John is one of the most popular and best communication trainers of today, working with executives of the world\u2019s biggest companies like Motorola or Johnson&Johnson, as well as more than 100 TEDx speakers. That\u2019s why we take him at his word! \"\u263a\"

\n
\"John
John Bates
\n

 

\n

Stories can and should be part of every business precisely because of Mr. Bates\u2019 above conclusion. Because when you learn how to tell your story, your target audience will always want to hear more. Okay, you probably already knew that. But what if you\u2019re not too brilliant in story writing?

\n

 

\n

Answer the main questions

\n

First, your business story must be interesting. If there\u2019s no clear focus, you\u2019ll quickly lose the attention of the consumer or potential consumer. For example, to start your brand story, your presentation should make it clear who\u2019s telling the story, why, when, where it takes place, whom it is for, what\u2019s it trying to achieve, and what challenges you\u2019re facing. These simple parameters will help you craft a story that will be interesting to your target audience. It\u2019s very important to make it clear to people why you\u2019re talking to them because that\u2019s exactly what will guide them through the story and retain their attention to the end.

\n

\"\"

\n

What are people interested in?

\n

Sounds quite crass, but it\u2019s true. People don\u2019t want to hear about your achievements \u2013 they want to hear about failures. Of course this doesn\u2019t mean that we shouldn\u2019t talk about nice things and spread positive energy. This means that when people listen to you while you talk, they appreciate success more if it results from a failure, problem, or obstacle. Imagine listening to or even having an informal conversation with a hotel\u2019s GM who had everything going his way. He was raised in a decent and well-off family, he graduated in time, he immediately got a job, and advanced quickly \u2013 everything went exactly as according to a
\nvery well-elaborated plan. Good for him! But imagine a different situation \u2013 that the man\u2019s life story and path is a bit different.

\n

Emotion-based sales strategy increases sales by 50%

\n

92% of consumers want brands to have ads that tell stories

\n

He had issues through schooling, he wasn\u2019t a very good student, and he enrolled in tourism studies by accident after studying economics. While studying, he occasionally worked students jobs in fast food restaurants. He sometimes did stints as a tourist guide (thanks to which he learned two languages) and started to get interested in tourism later on. And finally
\nhe enrolled college to study it! He ended up as one of the best students. After graduation, however, couldn\u2019t find a steady job in the field, so he had to accept various jobs in tourism in order to stay in touch with the profession until his great potential was recognized by the Sales Manager of a hotel where he worked and offered him a better position. Now this story gets people\u2019s attention. As well as respect, because you used your strengths, skills, and knowledge to achieve great success. Think, you\u2019ll surely remember even more drastic and striking examples.

\n

\"\"

\n

Remember, for example, the story about Alibaba\u2019s founder, Ma Yun. Before becoming a billionaire, he never got a single job he applied for. And he even applied to be a server at KFC.

\n

Engage people\u2019s emotions

\n

The more the story is \u201cupsetting\u201d, the quicker people relate to it. Regardless of whether you feel sad, happy, or scared, the emotion makes us feel alive. It\u2019s exactly for this reason that it\u2019s important to arouse these emotions in your listeners. Storytelling is an ideal way to emotionally connect with people, so when you\u2019re thinking about the content of your story, think about the emotions you want to spark and provide information accordingly.

\n

The Earth was a fiery mass…

\n

Let\u2019s get one thing clear right away \u2013 a good story doesn\u2019t have to be long! So DON\u2019T start your story from when the planet Earth was a fiery mass. Too much detail and chronology in events leads to the audience getting sleepy before the interesting part even starts. John Bates says: \u201cLife is happening in chronological order \u2013 and it\u2019s boring! Start in the middle, where things are exciting. It\u2019s much more interesting.\u201d

\n

40% of people respond better to visual information than text
\n5\u201310% of people keep on reading bland texts
\n65\u201370% of people keep on reading bland texts if they include anecdotes

\n

Be consistent, but creative!

\n

You must be consistent when talking about your brand. Just like we think that consistent brands are those that always uses the same colors, slogans, and logos. If these components often change, consumers first become confused and ultimately indifferent. The same goes for business storytelling. They require practice, just like any other activity. You need to know the
\nstory inside out before presenting it to your customers or target audience. This will help you a lot with telling the story naturally. And as for the creative part \u2013 it\u2019s always good to
\nsupplement the story with sound or visual details. Especially when it comes to presentations. The reality is that you have to be a natural born storyteller for the story to even make sense. So whenever the circumstances allow, feel free to add something to spice it up! Try to make it funny at times. Why not?

\n

\"\"

\n

\u201cWe learn best through stories. We absorb numbers, facts, and details, but they stay in our heads because we tie them to stories\u201d – Chris Brogan, American journalist and marketing consultant

\n

\u201cPeople think about stories, not statistics. That\u2019s why marketers should master the art of storytelling\u201d – Arianna Huffington, founder of Huffington Post

\n

Every job is in itself stressful and carries great responsibility. Funny details relax the mood, and they\u2019ll also surely be remembered by the audience! And finally remember what writer and civil rights activist Maya Angelou said: \u201cAt the end of the day, people won\u2019t remember what you said or did, they will remember how you made them feel.\u201d

\n

The post Storytelling in Business appeared first on SEE Business travel & meetings magazine.

\n", "content_text": "Perhaps you\u2019re wondering what\u2019s storytelling got to do with your work. Much more than you think! Every business has its own story.\nIf you can\u2019t or don\u2019t know how to tell a good story to your target audience, your product or service simply won\u2019t draw attention. John Bates says that the human brain values stories more than anything else. And if you don\u2019t know who he is, here\u2019s a brief introduction. John is one of the most popular and best communication trainers of today, working with executives of the world\u2019s biggest companies like Motorola or Johnson&Johnson, as well as more than 100 TEDx speakers. That\u2019s why we take him at his word! \nJohn Bates\n \nStories can and should be part of every business precisely because of Mr. Bates\u2019 above conclusion. Because when you learn how to tell your story, your target audience will always want to hear more. Okay, you probably already knew that. But what if you\u2019re not too brilliant in story writing?\n \nAnswer the main questions\nFirst, your business story must be interesting. If there\u2019s no clear focus, you\u2019ll quickly lose the attention of the consumer or potential consumer. For example, to start your brand story, your presentation should make it clear who\u2019s telling the story, why, when, where it takes place, whom it is for, what\u2019s it trying to achieve, and what challenges you\u2019re facing. These simple parameters will help you craft a story that will be interesting to your target audience. It\u2019s very important to make it clear to people why you\u2019re talking to them because that\u2019s exactly what will guide them through the story and retain their attention to the end.\n\nWhat are people interested in?\nSounds quite crass, but it\u2019s true. People don\u2019t want to hear about your achievements \u2013 they want to hear about failures. Of course this doesn\u2019t mean that we shouldn\u2019t talk about nice things and spread positive energy. This means that when people listen to you while you talk, they appreciate success more if it results from a failure, problem, or obstacle. Imagine listening to or even having an informal conversation with a hotel\u2019s GM who had everything going his way. He was raised in a decent and well-off family, he graduated in time, he immediately got a job, and advanced quickly \u2013 everything went exactly as according to a\nvery well-elaborated plan. Good for him! But imagine a different situation \u2013 that the man\u2019s life story and path is a bit different.\nEmotion-based sales strategy increases sales by 50%\n92% of consumers want brands to have ads that tell stories\nHe had issues through schooling, he wasn\u2019t a very good student, and he enrolled in tourism studies by accident after studying economics. While studying, he occasionally worked students jobs in fast food restaurants. He sometimes did stints as a tourist guide (thanks to which he learned two languages) and started to get interested in tourism later on. And finally\nhe enrolled college to study it! He ended up as one of the best students. After graduation, however, couldn\u2019t find a steady job in the field, so he had to accept various jobs in tourism in order to stay in touch with the profession until his great potential was recognized by the Sales Manager of a hotel where he worked and offered him a better position. Now this story gets people\u2019s attention. As well as respect, because you used your strengths, skills, and knowledge to achieve great success. Think, you\u2019ll surely remember even more drastic and striking examples.\n\nRemember, for example, the story about Alibaba\u2019s founder, Ma Yun. Before becoming a billionaire, he never got a single job he applied for. And he even applied to be a server at KFC.\nEngage people\u2019s emotions\nThe more the story is \u201cupsetting\u201d, the quicker people relate to it. Regardless of whether you feel sad, happy, or scared, the emotion makes us feel alive. It\u2019s exactly for this reason that it\u2019s important to arouse these emotions in your listeners. Storytelling is an ideal way to emotionally connect with people, so when you\u2019re thinking about the content of your story, think about the emotions you want to spark and provide information accordingly.\nThe Earth was a fiery mass…\nLet\u2019s get one thing clear right away \u2013 a good story doesn\u2019t have to be long! So DON\u2019T start your story from when the planet Earth was a fiery mass. Too much detail and chronology in events leads to the audience getting sleepy before the interesting part even starts. John Bates says: \u201cLife is happening in chronological order \u2013 and it\u2019s boring! Start in the middle, where things are exciting. It\u2019s much more interesting.\u201d\n40% of people respond better to visual information than text\n5\u201310% of people keep on reading bland texts\n65\u201370% of people keep on reading bland texts if they include anecdotes\nBe consistent, but creative!\nYou must be consistent when talking about your brand. Just like we think that consistent brands are those that always uses the same colors, slogans, and logos. If these components often change, consumers first become confused and ultimately indifferent. The same goes for business storytelling. They require practice, just like any other activity. You need to know the\nstory inside out before presenting it to your customers or target audience. This will help you a lot with telling the story naturally. And as for the creative part \u2013 it\u2019s always good to\nsupplement the story with sound or visual details. Especially when it comes to presentations. The reality is that you have to be a natural born storyteller for the story to even make sense. So whenever the circumstances allow, feel free to add something to spice it up! Try to make it funny at times. Why not?\n\n\u201cWe learn best through stories. We absorb numbers, facts, and details, but they stay in our heads because we tie them to stories\u201d – Chris Brogan, American journalist and marketing consultant\n\u201cPeople think about stories, not statistics. That\u2019s why marketers should master the art of storytelling\u201d – Arianna Huffington, founder of Huffington Post\nEvery job is in itself stressful and carries great responsibility. Funny details relax the mood, and they\u2019ll also surely be remembered by the audience! And finally remember what writer and civil rights activist Maya Angelou said: \u201cAt the end of the day, people won\u2019t remember what you said or did, they will remember how you made them feel.\u201d\nThe post Storytelling in Business appeared first on SEE Business travel & meetings magazine.", "date_published": "2019-04-17T15:41:10+02:00", "date_modified": "2019-04-17T15:41:10+02:00", "author": { "name": "Milica Novak", "url": "https://www.seebtm.com/en/author/milicanovak/", "avatar": "https://www.seebtm.com/wp-content/uploads/Milica-Novak.jpg" }, "image": "https://www.seebtm.com/wp-content/uploads/naslovna-77.jpg", "tags": [ "business", "products", "services", "storytelling", "Hot topics", "MUST READ" ] } ] }