I found myself listening to a podcast recently about the history of storytelling. It opened my eyes to the significance of this skill each one of us has. Think about the last meaningful conversation you had. We tell each other stories every day. The stories about our lives, things we experienced, things that inspire us or impact us negatively.

In the past, the people that had the best story to tell were the most popular. First, it was the Greeks with their tales of mythology. They were the most literate people of their time. The Romans overpowered them and made these tales their own.

Christianity became popular after the apostle Paul, who studied the Greek language, could write and tell the world about his encounter with Jesus Christ after the resurrection. He wrote thirteen of the books in the New Testament of the Bible. Jesus himself was an engaging storyteller, and He attracted large audiences with the parables He told.

Roman Catholicism branched from the early church and developed a highly sophisticated theology. People were misled by the Roman Catholic church, as the Bible was not available to everyone. That all changed with the printing press and later the internet. Knowledge is power. People are more empowered than ever before.

History lesson aside, stories are more important than we think and if you want people to notice. You better have a good story to tell. I thought long and hard about the videos and articles online that grab and keep my attention. The stories that affect me personally leave a lasting impression on me. So that’s what your target audience wants to hear: A story that represents their own life or what they want it to be.

How do you leverage storytelling in your marketing strategy?

You have to make your client the hero and determine what they wish to happen next in their story. Then you have to show them how you or the service you provide can contribute to their success story.