With so much information coming at us through so many channels, how can we as communication professionals direct an audience’s focus? Well, let us tell you a story…
It has long been understood that the best way to engage someone – anyone in fact – is through a story. As human beings our brains are hard-wired for them, from epic poems, to pop songs, bedtime stories to office gossip, stories are how me make sense of our lives. We listen and understand best when we hear a story.
You don’t need a complex narrative with plot twists and turns, but a coherent thread which pins it all together – a beginning, middle and end. And it needn’t encompass everything about your business; keep it to what matters most.
Look at the most popular TED talks for example. These speakers are not trying to regurgitate as many facts as possible because they know that, however compelling, information alone won’t sway minds – but a story will. They take the audience on a journey, and by saying less, communicate much more.
Whether using them internally to communicate with employees, or externally to reach customers, stories which engage the emotions are by far the most powerful. You might not always remember a fact or a figure, or even the words used to describe something – but you will recall what it made you feel. So, go ahead and tug on the heartstrings, or make someone laugh.
Here at UKSV we make it our business to get to know our clients inside and out. By getting to the emotional heart of their stories, we can share them in the most compelling and impactful ways. We like to think we are the creative communications agency equivalent of that captivating raconteur at a party – and we always know how to deliver a punchline!