Great stories stick around.

Yes. I’m "that" guy.

While some find it cringey and weird, I take it as a reminder to let them know we both exist. I know it won't change much. But it's enough sometimes to change a person's mood.

You know what I mean, know?

Now, imagine what I'm like when the scenario is reversed. Strangers are going out of their way to break our silence.

I love it.

Now Imagine this ….

On a train out of London, two men in their sixties, half-drunk from a day out in the big city, chose to sit next to me.

We were on one of those four-person, seated tables. At one point or another, you're forced to share passing glances.

Weathered by life, the pair didn't hide their preference for countryside life in the big city. One was in London visiting his daughter, while the other went to keep his bestmate company.

The tale of two best friends.

After a brief introduction, I realised our conversation was only just beginning. "Perfect", I thought. Little did I know it would last a whole hour.

We discussed all things—passing years, education, marriage, careers, etc.

Here I was in my thirties, and they were in their early and late sixties. This was a perfect opportunity to learn something new from people twice my age. I kept my mouth shut most of the time and only asked deeper-diving questions in the short time we had.

How rare it is to be in the presence of someone keen to share life with you, and how valuable a moment it is to pay attention.

When the moment comes to share a worthwhile story, take the chance. Give time and space. People want to be heard.

Why? Because it pays to have a story.

We live in a time when both people and businesses need a story to connect them to the big world.

It is important how you choose to show up and connect with others. On a deeper level, the aim is always to form awareness, connection, and advocacy.

It's important to remember that storytelling is the key to connection.

We buy into the stories we're in.

Storytelling (the activity of writing, telling, or reading stories) is relevant to everyone: you, your family, friends and colleagues—day and night.

There is a story behind everything we see and touch, from the shoes we wear to the toothpaste we use. Once we’re exposed to it, it’s only a matter of time before we decide if we’re for it or against it. They take us elsewhere, help us recall information, and also stir up emotions.

The best stories get repeated.

Through repetition, stories develop relationships, trust is earned, and authority is built.

Think about your favourite movie … You return to it each time because you are united with the idea (the story).

Once you can unite a story with an emotion, it will always hold up over time.

But this doesn’t only happen in movies.

Remembering a story makes us part of something bigger than who we are, and at the heart of our culture is the belief in status.

Stories = Repetition = Status

We’re told stories to keep us engaged and form connections and reminders.

Your favourite brands do this daily. For them, storytelling is business. It helps them:

• Builds new customer relationships

• Keeps current customers engaged.

The connection they are after begins when you first engage with their content, product, or service. From there, their job is to work hard to stay in your mind.

The famous agency owner David Ogilvy explained it well: "If you want your voice to be heard above this ear-splitting barrage, your voice must be unique." 

So, what does this mean for you and your story?

Knowing that you’re likely to be seen by someone new each single time should be all the insight you need to strengthen you brand and story.

Storytelling is marketing. Storytelling is selling.

The people that know you and the people that are yet to know you have one thing in common. They'll one way or another be affected by how you supposedly answer the phone, messages, design your packaging, website and more. It is all a way of keeping your story alive.

Building on that connection piece has never been more important. For others to know and feel a positive attraction to your brand, you might need to do things that don’t scale.

You can’t measure most of it. You might not even notice it. But it still matters. Because what matters most is staying in the minds of our prospective clients.

If you want to take away one thing from my idea today, it's this —Tell your story.

Stories are the key to making something stick.