People look for stories to make decisions

Use company details to create an interesting story. They can also show people that others feel the same way as them. Sometimes stories are the most effective structure to share information and connect emotionally.


Wrap it all up in your Conclusion. Set the scene so that consumers know exactly what you’re talking about.

Avoid phrases like, “Let me tell you a story,” or “I’d like to share a story about…” Just jump right in with your opening line. A great speaker will skilfully hypnotise their audience as they whisk them off on a journey into a certain subject matter. In short, your pitch, presentation, or report is far more likely to succeed if you can trigger the right emotional response in your audience at the right time. Making your story relevant to the person you are telling it to is key to it being well-received.

When you take advantage of the human predilection for story, you can influence thoughts and behavior. Just reading your story makes people feel better already, so they start imagining how good it would be to work with you.


Why is the story being told? You might want to take an “open book” approach to communicating with customers. Whether you are using a story in a pitch, an advert etc, you are less likely to lose your audience's attention. That's why storytelling for business really works.

This will help you tell the story naturally. Have a practical understanding of how to apply storytelling in a work and social environment. If you own a small company, knowing how to tell your business story needs to be a crucial part of your operations. Stories can be told in lots of different ways. “How do I…” and “How to…” are the start of many a search engine query. People look for stories to make decisions, for example, when you think about buying a product you look at reviews which are essentially stories and not just facts and features.