Use business storytelling to strike an emotional connection with customers:

• Talk about how an event related to your business affected you and what you learned. This creates an immediate response that makes your story memorable and shareable.
• People like to be a part of stories. Your customers can be characters in your brand. Come up with ways to get your audience involved.
• Telling the story of your brand is an ongoing process. Each day, your business grows, shifts, and adds new chapters to its story.

Make business storytelling an essential part of your operations to attract and retain customers.

Authentic storytelling is key to gaining consumer trust:

• Don’t try to fool your audience with an over-the-top tale. Customers know when you try to pull a fast one on them, and they don’t appreciate it.
• Your business’s story doesn’t need...