Chapter 1

STORYTELLING the big buzz

One of the world’s greatest business magazines, Forbes, asked a very important question: ‘Why is there so much buzz about the use of storytelling in business communications?’

If you don’t know the answer we do and it goes something like this.

A well-known marketing concept states that people buy from people they know,
like and trust.

That leads back to another fundamental truth: You can’t sell a secret. If you have nothing to say, they have nothing to hear.

The best way to engage people with your brand or business is by creating your very own story in a way that excites and entices them to want to hear more.

With our help, the process will be easy and the results outstanding.