Have you ever noticed how even the youngest children have a penchant for listening to stories? I can’t count the number of times my kids would select a pile of books, climb into my lap, and we’d read them one after another – or sometimes the same one over and over. What is it about stories that so strongly attracts our attention?
Recently, I was able to dive deeper into this question at a local International Association of Business Communicators event. People are complex, emotional beings, and storytelling is a powerful way to paint a picture and share personal truth that adds depth to relationships.
When I was growing up, I’d raptly listen to stories my parents would tell about our family. Did you know that Midwest farmers several generations ago would tie rope between the farmhouse and the barn so they wouldn’t get lost in a blizzard? If the snow was deep, they’d break out the sleigh, hitch it to a horse, and ride across the icy fields to get to church on Sunday mornings – a real-life one-horse open sleigh!
I’ve heard stories of ancestors who lost their farm in the Great Depression yet resiliently made it through. Stories about family who survived catastrophic flooding but were able to rebuild their lives again. Even swimming with my kids in the hometown pool takes on a deeper meaning because I know the story of how their great-grandfather was one of the volunteers who built that pool, and how one of the lifeguards is their fourth cousin. (Try doing that math in your head!)
Now my children are telling stories of their own, like recounting the time our dog dashed into the cornfield hunting deer, and we frantically chased after to bring her back.
Stories can bridge the gap between the past and present, teaching us who we are, where we come from, and where we’re going. A good story, even about someone you’ve never met in person, can draw you in and give you a deeper understanding of someone’s reality.
Of course it’s easy to highlight stories from your personal life; it gets trickier when you’re writing a press release or your CEO’s monthly column. But stories are everywhere. They’re part of what makes us human. If you’re willing to put in the time and practice, you can use stories to artfully create content that connects.
Spring Creek Consulting, LLC 