Storytelling in Business. How to Talk to People So That They Listen to You, Believe You, and Agree with You

People have been telling each other stories since the times when they lived in caves and gathered around a fire. They told stories to remember. To survive. To build relationships and evoke warm feelings.

Any company throughout the history of business has always wanted just that: to build relationships and evoke warm feelings. Far-sighted leaders use stories to promote themselves and their ideas. Once, this skill was regarded as simply a useful virtue. But in the digital age, it has become vital. Companies that harness the power of storytelling have the unprecedented ability to find consumers and fans of their products and services on an unparalleled scale. Companies that ignore it risk losing relevance and even becoming obsolete.

Smart companies recognize the current necessity of building relationships with the important people through content. But few know how to do this correctly, which is why many lose potential advantages. Undoubtedly, the ability to tell quality stories is a crucial skill without which organizations and individual entrepreneurs will struggle to survive in tomorrow's business world.

In the book, the best content strategists from Contently, a world-renowned developer of content marketing technology, share their secrets that help Fortune 500 companies (and many others) successfully build relationships with millions of customers.

The authors of the book, drawing on years of experience and comprehensive research, introduce the reader to the neurobiological mechanics of storytelling, unexpected components of effective stories, and methods for building consumer audiences through engaging and analytically assessable content. At the same time, they show how leaders can use the same storytelling tools to create a more cohesive and loyal team within their company.

The best stories are memorable. They change our perception of the world. They motivate us to take action. The book shows how to weave stories into products and consumer experiences, into marketing and presentations, into advertising campaigns, and into personal communication. With this practical guide, you can start harnessing the potential of effective storytelling today and maintain your competitive advantage in the future.