While it is said that B2B buyers make decisions based solely on price and profit potential alone, even Ebenezer Scrooge succumbed to his amazing life story being shown to him through the eyes of the spectres! The most hardened number cruncher among us can’t resist a good, relevant story.

On average, 4% of people will remember any facts or figures from their last Power Point presentation. Most of us dread meetings as nothing more than ‘yawn fests’ that drone on seemingly forever.

These days we can consume up to 100,000 digital words every single day. Studies show that people prefer to get their information in the form of stories, not having statistics and lists of facts thrown at them.

If we are listening to a story about climbing a tree, the parts of our brain that would activate if we were actually climbing a tree in real life, light up. Telling a story is a powerful way to communicate and reach clients in a meaningful way.

Sometimes all you need are a few powerful words to engage. Ernest Hemmingway has been attributed to this six- word short story that is hinting at or implying a much larger story:

For sale: baby shoes, never worn.

A story need not be novel length. A good story can be a just a few words. When you know your audience, when you want your brand to resonate you can tell a story. Stories will not only inform and teach but they will be remembered as well.