I have said it before, and I’m more than happy to say it again. Communication is all about telling stories. The better we tell the story the easier it is to get a message across. Yes, there are people who are “numbers and facts” people. But they see the story in the numbers and facts. They’re still looking for the story, they’re just putting it together a different way.
Not everyone believes that, I’ve had it said to my face, but it’s true. Training, you’re telling the story of how to do something. Proposals, you’re tell the story of how your company can fulfill a need (or in the case of non-profit grant writing, how the money requested can make change happen). Social media is the story your trying to tell through pictures and posts. Marketing is telling the story of an organization or product you want someone to buy or get involved in. It’s all story telling.
Your right, it isn’t the traditional “once upon a time” kind of storytelling (though it would be fun to see that in some cases). But you take your audience from point A, to point B and on through the end of what you’re trying to tell them. There is (hopefully) logical progression through the message, and if done correctly people will remember it. The happily ever after if you will. A simple list of facts, or steps, or activities, may grab the audience’s attention, but it’s how you weave that information together that keeps their attention.
Communicating information, and doing it well, is an art. Like storytelling. Don’t dismiss the concept without taking the time to think about the application. Make your message memorable. Tell the story.