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Why is storytelling important?

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By Emma Bannister July 16, 2018 //

Storytelling, Presentation Content

Why is storytelling important?

It's a question we get asked all the time: "What is storytelling and do I need to think about it?"

Storytelling may be the buzzword of the moment, yet, it really is nothing new. Here at PS, our clients are becoming more and more aware of the power of business storytelling and it's translating into higher engagement and greater buy-in.

So why is storytelling important when it comes to presentations? Why do we need to take our audience on a journey with our content? Why must we give a little of ourselves to get something back?

  • Humans are hardwired to tell stories. Connecting with another person through the emotional impact of storytelling is how we learn and remember – and have done, for centuries.
  • When we talk about emotion, we refer to the power of the human to human connection. In the business context it's not about fluff. It's making the content personally relevant to create empathy, and then we have a far greater opportunity for impact and influence.
  • By finding common ground with our audience, we can ensure even the most complex information is understood. Presentations fuelled with honesty, authenticity and relatability help to break through the jargon and answer the burning question your audience faces: “what’s in it for me?”.
  • People need to feel before they act, and storytelling paves the way with meaning and motivation.


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* Thank you Annie Spratt for the image

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