Brighton Chamber: Top tips for better business storytelling

And yet humans are hardwired to respond to stories. Stories are how we make sense of the world. We use stories to make judgements about what we should do, think, and believe. Introduce your product or business as a story, and you’ll command the right kind of attention. Here’s how.

Be clear and simple: use short words and short sentences. Avoid technical language and unnecessary acronyms.

Avoid jargon: jargon is a smokescreen, often deliberately used to confuse non-experts or show off.

Beware the Curse of Knowledge: it’s impossible to unlearn what you know about your business. So, don’t assume others know as much as you do.

Tell stories about people: stories written in human terms about real people cut through.

Blend rational and emotional: successful communication campaigns show that bald facts are not enough.

Don’t waffle: more is very rarely more. Usually, the opposite is the case.

Observe the Cocktail Party Rule: “if you want to be boring, talk about yourself. If you want to be interesting, talk about the things your audience is interested in.”

Follow the 4Es of engagement: drive engagement through emotion (liberal use of distinctive adjectives), empathy (putting yourself in your customers’ minds), and energy.

Use data and statistics – but sparingly: after a talk, 63 per cent of the audience remember stories. Just five per cent remember any numbers or statistics.

Above all, talk human: authentic, human, empathetic, simple stories are the ones that truly stick.

Sam Knowles, founder and managing director of Insight Agents is leading a Brighton Chamber Bite-sized Learning; The Art of Business Storytelling, on September 6.

For more information on upcoming Brighton Chamber Bite-sized Learning sessions, or to find out more about the Chamber; visit: www.businessinbrighton.org.uk/events