“Once upon a time”: four simple words that bring back childhood memories of listening to wondrous tales about talking frogs and beautiful princesses.

Storytelling is powerful magic – and adults aren’t immune to it, either. So, what is your business story?

In a nutshell, it tells the world where you come from, who you are, and what you do. It encompasses your inspiration, your challenges, your successes, and your hopes for your business.

Consider what parts of your story you want to share with your clients – and then shape those story elements into a narrative. The story doesn’t have to be long, but it should be authentic. And make sure your marketing reflects your story.

Storytelling is an art form as old as time and has a place in every culture and society. Why? Because stories are a universal language that everyone — regardless of dialect, hometown, or heritage — can understand. Stories stimulate imagination and passion and create a sense of community among listeners and tellers alike.

Telling a story is like painting a picture with words. While everyone can tell a story, certain people fine-tune their storytelling skills and become a storyteller on behalf of their organization, brand, or business. You might’ve heard of these folks — we typically refer to them as marketers, content writers, or PR professionals.

If you’re successful in making your stories relevant to the prospect’s situation and you were able to grip them and their attention, you are in a great position to influence their buying decision. The way you position your brand and your product in your stories is essential in getting that yes.

The call to action should be strong and authoritative. It should be right both in the logical and emotional sense.