Why Storytelling Matters

Storytelling is a different way of giving information. Because if you just inform other people, this is too little, this is not touching your emotions. Storytelling has dramaturgy. Storytelling is building up step by step. And storytelling is capturing people’s minds. People think storytelling is telling your own story. But storytelling is a lot for example in sales. It’s about finding the story of your customer. Going into the story of the customer. And this is much more than just selling. The most important thing in storytelling is that you fascinate your audience with your content.

The most powerful way of telling a story is one to one. You meet somebody you can interact. And then it’s not just me telling the story, but it’s really an interaction with my partner. Sure, you can also write stories and then give it to somebody else to read it. But this is less powerful because you cannot react to the person. The same is with video. And marketing is storytelling. You try to guess the story of your customers. So stories are everywhere. You can use them everywhere. But as I said, the most powerful way to tell a story, if you do it one to one. Behind each customer’s need is also a story and there’s an emotion behind it. There’s a drama. There’s a problem. That solution that is provided. And this is an important part of the training. So one example I’ve already mentioned, this is sales through storytelling. So you really try not only to develop the idea, what is the zest of your product or of your company, of your service that you want to give. But I also work with people first of all, to develop your own story, but then also to interact with people. And to find out what is the story for them.

Another example is that, you see, a lot of companies are using stories of people. Also in social media where they give statements. You hear maybe a minor part of the idea of the product, but it’s personal and this is why it is so powerful. And there’s a big project in Switzerland in tourism that I’m supporting. And I’ve written a children’s story about dragons. And we have developed a whole academy of “Drakologies” And this is an offer to people to be curious, an offer to people to go there and to spend some time there. And to look for dragons that have a story behind it. And with this, all the offers that tourism can make in this valley are much stronger.