As a professionals working in the finance space, we are often characterised as the numbers people, objective, 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. Let’s breakdown financial storytelling.
Storytelling is useful in understanding the figures behind any data, for example when:
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Seeking investment – showcasing the organisation’s potential, its development and how stakeholders could be part of shaping it
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Analysing trends – reviewing comparative figures to delve into the story of what happened and why
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Looking to the future – using valuable insights to portray potential scenarios and their impacts on an organisation
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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
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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 can work towards achieving this by incorporating a varied mix of:
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Credible facts
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Empathy
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Attention grabbing content
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Metaphors
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Repetition
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Tone and volume
Need a help getting to know your data, so you can tell a story? Book in a time with Lucy at Porada Advisory now!
If we can connect emotionally with our audience, the details are more likely to be remembered and as such actioned!