3 steps to strategic storytelling

Stories convey more than information; they share emotions.

Want members to remember your credit union? Tell them a story, advises Kindra Hall, author, communications expert, and “professional story teller.”

That’s because people are naturally attracted to stories, they’re memorable, and hearing them causes chemical changes in our brains that improve our focus and heighten our empathy, she says.

“The story telling process is a co-creative one,” Hall says. “I tell you my story, you create your own version in your mind, and we come to a shared space where it’s now ‘our’ story.”

The problem is, too often we don’t tell stories when the stakes are highest. Or we share information we think are stories, but it’s actually a tagline or a vague, high-level principle such as “we go above and beyond for our members.”


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