Once upon a time… the power of storytelling


We love telling stories, we love hearing them, and our brains are built to remember them (rather than lists of facts and figures).


Since we were kids, we listened to fairy tales, nursery rhymes and fables where good triumphed over evil and there was a happy ending.


Telling a story is where we have the most fun and nowadays we have plenty of options to share a funny and compelling anecdote.  But we mustn’t underestimate the power of storytelling:


  • Stories can engage us and become memorable communication tools


  • A story is the best way to make someone feel a particular emotion.


  • A story is by far the most powerful means of communicating a message. We are hardwired to decode the messages that are contained within them.


So with all this in mind, what is the story behind your business, event or project?

Is there something unique and exciting about what you do?

Here’s some ways to tell your business story:


Editorial features are written articles that appear in magazines, newspapers and online.


  • Editorial articles give you the chance to tell your story in detail. Give the reader the chance to know you, your origins in the business world and your ambitions.
  • You can build a reputation for being an expert, influencer or industry insider when you explain more about your expertise.
  • Editorial stories humanise your story with the use of images and photographs. You are no longer a mysterious name because the reader can understand more about you.


Here is an example of editorial that inadvertently promotes a new range of baby food. Here, the brand builds a relationship with the reader and it could prove to be beneficial for sales of a product:



Promotional Video

You want to explain a concept or topic and a promotional video can communicate an idea to the audience using visual cues in a powerful way.

A story in a video is based around an incident – something has to happen and a good story will arouse interest and engage audiences.

Tips for an engaging promotional video:

  • The Opening sentence needs to grab the attention of the listener to set the tone of the piece and give a sense of a story that will unfold
  • Consider surprising and challenging the audience to engage with them
  • With the script, make every word count – shorter sentences sound natural.
  • Talk to one person in the script to make a connection


Our favourite promotional video is by the Guardian newspaper and it is called ‘Own your weekend or someone else will’:

It tells a story that is humorous and also makes you think “I want to take charge of my weekend to avoid a socially awkward scenario”. Brilliant



A podcast is an aural medium that relies on sound and it provides a valuable chance for a detailed discussion or summary of a topic. Podcasts can be accessed via a mobile phone, tablet or computer because they are audio programmes that have to be downloaded.

Perks of a podcast

  • Humanise your brand: record yourself talking about your business, event or product. Hearing a passionate voice who has a lively presenting style is ideal to wax lyrical on a topic of choice.
  • Podcasts provide a valuable chance for a detailed discussion and storytelling in spoken world form. You have the luxury of getting different contributors and guest speakers to offer their opinions. The most successful podcasts connect to the listener by giving relatable and topical content that you wouldn’t normally get else where.

Have a listen to this: https://soundcloud.com/soundbitemedia/soundbite-media-podcast Louise Chandler (founder of Soundbite Media) talks about a topic to give a clear explanation and connect with the listener.

So we encourage you to start story telling! Once upon a time…..