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Most storytelling is selfish
Episode 230 • 30th March 2023 • Irresistible Communication • Dr. Michael Gerharz
00:00:00 00:01:52

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What’s wrong with storytelling as it’s being used in business?

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Let's face it:

storytelling in business is mostly selfish.

Let's face it:

It's about getting attention engagement and ultimately the deal.

Let's face it:

The childhood stories people tell, the holiday stories, they share,

Let's face it:

the family stories they post, these are often just an attention grabbing

Let's face it:

packaging to trigger emotions so the marketer can sneak in a call to action.

Let's face it:

I mean, how often have you found yourself disappointed after clicking on read

Let's face it:

more when that cute little story was just one more way to grab your attention

Let's face it:

and get you to click on something?

Let's face it:

Don't get me wrong.

Let's face it:

I'm not arguing that emotions wouldn't have a place in business or that you

Let's face it:

should stop sharing your personal side.

Let's face it:

Actually, quite the contrary.

Let's face it:

Do more of that.

Let's face it:

Trigger more emotions, deeper emotions.

Let's face it:

But do it respectfully.

Let's face it:

Tell stories on behalf of your audience, not to exploit them.

Let's face it:

Great stories are a canvas on which we can project ourselves upon.

Let's face it:

It feels as if the story was about us.

Let's face it:

Therefore, great stories don't trick us into an action that's

Let's face it:

in the market is best interest.

Let's face it:

Great stories move us to take action that's in our own best interest.

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