Let’s cut right into it: storytelling is nothing new.

True, you may hear the term more often now during coffee-breaks at conventions and networking events as you take bites at those delicious canapés. And your colleagues may well be trying to impress someone when they say the ‘hero’s journey’ is the hot-thing right now. But they’re right. It is the trend and it should be.

We have been telling stories forever. Surely your family has a favourite one which you once told at some dinner – and you have no clue anymore what it was about. But they remember it. Maybe not all the details, maybe not even the story itself. But they remember the emotion you caused and how your words impacted them. In that moment – just like every time you tell a joke or reminisce about old stories – you created a human connection.

While we are not reinventing the wheel, by using storytelling technique we are bringing some soul back into communication. We are exchanging thoughts and ideas between humans. We are no longer forcing our messages to our audiences, we are opening up to them, sharing with them, talking to them, awakening emotions that bring us together.

Who you are as an entrepreneur, brand or company is as just as important as the product or service you have on offer. Your audience wants to know you, how you got the idea, where it all came from.

We want to feel inspired by your business, not lured into it.

How often after watching a TEDx talk you went to check that person’s business? That engagement only happened because the speaker caused an emotion in you, and established a connection with you.

So here’s my writer tip for you: get a pen and a notepad. Picture yourself and your business as a film. Write down that opening scene, and share with your audience the beginning of that journey. Spoilers are permitted – just this once.