Storytelling for Effective Communication

Studies have shown that effective use of storytelling has a direct impact on the recipient’s brain as it activates more areas than mere facts. Besides, stories are up to 22 times more memorable than facts or figures alone, which makes stories key to a successful product, service, or a brand awareness campaign. Therefore, storytelling is important in interpersonal and in business communications because it enables companies and organisations to connect with their people, peers, target audience influencing feelings, ideas, behavior, and attitude in a desired way to achieve a certain goal when effectively utilised.

The most effective way to engage your audience is with storytelling: human beings are wired for them. Our brains often don't distinguish between fiction and reality; therefore, we immerse ourselves in stories as if we were a part of them. Stories make us experience information, as opposed to just consuming it.

Story telling must become a strategic communication tool and language in a digital era of fast change, to capture attention and shift others emotionally and objectively.

Stories have always been an important part of human communication because: Stories share our experiences and offer meaning. Our brains look for the story in experiences to make sense of them. Stories explain, and we learn from the experiences of others. Using storytelling techniques can positively help in building trust, empathy and engagement with staff and customers.

Albert Einstein said, "Imagination is more important than knowledge. For knowledge is limited, whereas imagination is the language of the soul”.