As financial management professionals we're characterised as numbers people, objective in nature and sticking to the facts.
While this can be true, many financial professionals will confirm however that they are most successful when being able to use the facts to tell a story.
This is useful in understanding the figures behind any business activity, for example when:
Seeking investment - showcasing the organisation's potential, its development and how stakeholders could be part of shaping it
Analysing trends - reviewing comparative figures to delve into the story of what happened and why
Looking to the future - using valuable insights to portray potential scenarios and their impacts on an organisation
Influencing a decision - showcasing the pros and cons of a decision through story, so our audience can better grasp the concepts and arrive at a decision more effectively
Commanding attention - using figures and data from various sources to sell a narrative. Ideally one that sparks discussion
While words and numbers may appear to be polar opposites, when used together, for example through emotive storytelling, they allow us to influence our audience.
So, how can we use storytelling to offer better insights about the information we have available? The most effective stories are credible, are based on facts, however also invoke emotion. Our goal when storytelling, is not only to provide information, but to provide insight and shape influence.
We may be able to achieve this by incorporating:
Credible facts
Empathy
Attention grabbing content
Metaphors
Repetition
Tone and volume when delivering
If we can connect emotionally with our audience, the details are more likely to be remembered and as such actioned!
We would love to hear when you have used financial storytelling and how it went. Please share within the comments..
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