Telling stories is not only one of the oldest forms of communication; it is also one of the most effective. Accepting this statement as true should help you see why creating a business story is a reliable way to connect, and to create a bond with your customer that helps you rise above your competition in their eyes.
Your business story should be real and personal. The more you can connect your story to your customer, the more it will help your business. This is why we often talk about the importance of finding a niche market with which you can identify. Telling your story to your niche market helps them identify with you. Sometimes the stories and the identification become so strong, that customers will not even consider going somewhere else for their business. Doing business with you at that point becomes more than buying a product, it is a relationship.
Using the power of storytelling is easy to see in the political arena, and we are being bombarded by it the closer we get to the Presidential election. Both Senator Obama and Senator McCain are masters at the art of telling their story. Obama