From Logic to Emotion: The Power of Story

I'm pretty sure this entire season has morphed into an exploration of the maturation of business communications. Technically, theoretically, metaphorically, figuratively. And we're only on EP04.

Which implies that in the next episode, I'm going to flip your world upside down with what the future looks like. Maybe, we'll see.

But today, I want to succinctly draw your attention to the differences and inherent similarities between communication and sales, and how you should be leveraging creative content in both practices.

I assume that if you're reading this, I'm not telling you something new in stating that sales and communication are related but distinct aspects of business operations.

Sales is the process of persuading potential customers to purchase products or services. It involves activities such as prospecting, lead generation, pitching, negotiating, and closing deals. The primary goal of sales is to generate revenue and drive growth for the business. Creative content is utilized to aid in these endeavors. Simple.

Communication, on the other hand, encompasses the exchange of information, ideas, and messages. Within a business context, it serves multiple purposes, including conveying a company's mission, values, and brand identity; facilitating collaboration among employees; building relationships with stakeholders; and managing crises or conflicts effectively. Creative content can also be employed to achieve these objectives.

Okay, okay, there's a difference between sales and communication. Not exactly breaking news. But the striking similarities lie in how we interact with our audience. For both to be successful, we must tell the audience a story in a way that makes them want to listen.

Here's where it all comes together and why storytelling, in its purest form, is the most important skill you will learn in business.

In a sales environment, a prospect is ready to buy when the three stars of logic, emotion, and urgency align. Therefore, you need to position your product in this way to your audience. This is why celebrity endorsement works so well.

Logic: You've conducted thorough research on various football boots (soccer cleats) available in the market, analyzing factors such as material quality, durability, traction, and support. Adidas football boots consistently receive rave reviews for their cutting-edge technology, innovative design, and superior performance features.

Emotion: As a die-hard Lionel Messi fan, there's an emotional connection and admiration for everything associated with him, including his signature football boots. Wearing Messi's boots evokes a sense of inspiration, confidence, and pride, fueling your passion for the game.

Urgency: You're aware that Adidas Messi football boots tend to sell out quickly or are on limited release. It's crucial to secure your pair before they're out of stock or unavailable in your size.

DING DING $$$

In the same way, to communicate effectively, your audience must find you relevant, timely, and interesting. Ah, another trifecta.

The core piece of information you want to convey isn’t actually the point. You can’t assume people care about your specific point. The audience is the point. The audience is the point because what the audience cares about naturally leads to what the communication should be.

People care about what they already care about.

I’ll say it again: You tell a story by making it relevant, timely, and interesting to the audience. Tell an audience a story about themselves. A story about an aspirational idea that exists between you and your audience and is born of mutual interest. Embed your information in that communication. People will listen.

What is your audience interested in?

• Ultrasound machines vs. happy, healthy babies

• LED light bulbs vs. sustainable and safe cities

• Efficient audits or the freedom of time and peace of mind they provide

This is all storytelling.

Now, if you're an avid reader, you know I dislike the descriptor "storyteller," especially when someone has a business card that says "Chief Storyteller." So let me put it in simpler terms.

Communication, sales, marketing, brand, corporate narrative—these all require the ability to take information and turn it into a form that will connect with an audience.

If you have shoes to sell me, why should I buy them? Logically, emotionally, and urgently.

If you want me to listen to your message, speak to me in terms that are relevant, timely, and interesting to me.

Story is so important, and yet it's such an overlooked skill. Change how I see something. Put it in context (or in a different context). Make it make sense. Make it enjoyable for me to hear. Reframe it so I want to listen.

Storytelling allows you to connect with an audience on a deeper level. It has a unique power to engage emotions, convey complex information in a memorable way, and inspire action. But understand what that means - it's not that your story is good, it's that it pointedly drives action in the audience.

By mastering the art of storytelling, corporate communicators can effectively communicate their company's values, mission, and goals, fostering stronger connections with stakeholders and driving meaningful engagement and loyalty. And salespeople? Well, they can stop feeling so salesy.

Fast Company ran an article centered on the new rules of Gen Z. It’s about why they’re changing the game we all play. Here are three quotes from that study to encourage you to take a second look at the way you communicate:

“We will roll our eyes at corporate behavior.”

“Show you’re relevant - or don’t show up in the first place.”

“Focus on story, focus on FOMO, focus on cultural relevance.”

As you were.

MrMcK.