Few communication techniques are more powerful that story telling. Stories generally add up to more than the sum of the words used, and we tend to listen to them with interest.
I see this technique used effectively in online and offline communication.
Offline, I am struck by the power of the “story” sermons persented by pastor Beth Braxton at Burke Presbyterian Church. These range from short stories within the larger context of a sermon, to entire sermons in which she transforms into a character telling a story.
We now all know that lipstick is the only difference between a hockey mom and a pit bull; that a thrifty governor can put a state’s corporate jet up for sale on eBay; and that you can say “thanks, but no thanks” to a Bridge to Nowhere.
My favorite example of online story telling is Catepillar’s site that tells stories of how the company is positively impacting the global society: http://www.cat.com/cda/layout?m=8703&x=7&f=177263 The site used a lovely marriage of design, images and words to tell compelling stories.
So what is your story? Tell it at your website to engage your site visitors.