4 stories entrepreneurs must tell

But how do you make sure you and your company tells the stories that connect and engage with your audience? Well, it starts with understanding how storytelling works.

Stories sell because as humans, our brains are hardwired to recognize stories as a pattern just like we recognize colors, numbers or shapes.

Psychologists Melanie Green and Tim Brock have performed extensive research on storytelling and have found that any time we enter a fictional world via a story it “radically alters the way information is processed.” Stories help to shorten the level of effort required by our audience to arrive at a decision.

With so many stories being told, as marketers and business owners, we need to tell better stories. To capture attention amid the endless feed of quizzes and cat memes, we need to come up with a variety of stories that connect with our audience and do more than just tell our founding or “I quit my job” story.

Related: 5 Big Company Branding Strategies Any Business Can Utilize

1. Demonstrate you get it.