Why (the Wall Street journal says) Your Business Needs a Storyteller

The Wall Street Journal just confirmed what we've been saying all along. Companies are racing to hire storytellers. Job postings for expert storytellers doubled in 2024 with salaries hitting six figures. Some companies are paying over $250K for these roles. This isn't a trend. It's a wake-up call.

With the move away from traditional media companies that used to rely on press coverage to tell their stories are now hiring modern day storytellers to tell their stories. Owning their content and pushing it out on their own terms…..And they need people who can actually tell stories.

Stories create 22x better brand recall than facts alone.

(Not 22% better. Twenty-two times better.)

When people remember you, they buy from you. When they forget you, they buy from whoever shows up. Executives are talking about storytelling on earnings calls now. Not as a nice-to-have. As essential to growth. Trust matters more than ever. AI content is everywhere. People are skeptical. They want to know there's a real human behind the business.

Stories build that trust. Facts don't.

Good storytelling makes your ideal clients feel seen and it shows the transformation you create, not just the service you sell.

Storytelling is about showing people why they should care about your business.

It's the difference between: "We provide marketing services" and "We help female founders get visible so they can scale without burning out."

Good storytelling: Makes your ideal clients feel seen and it shows the transformation you create, not just the service you sell. It gives people something to remember when they're ready to buy. It positions you as the obvious choice, not just another option and it creates connection before the sales conversation even starts. This is why companies are investing. Not because it's trendy. Because it's profitable.

How to do this as a small business…..

Big companies can compete on price, scale, and reach. They have massive marketing budgets. They can flood the market. Small businesses don’t have that option

What you CAN compete on is STORY.

Your story is unique. It's yours. Nobody else can copy it. When you tell it well, you don't need the biggest budget. You need the right people to pay attention. That's the advantage.

Big companies are corporate. You're human. Show it.

You need to understand what storytelling actually looks like for your business.

Start with visuals

When someone is scrolling a stock photo is NOT going to get them to stop. Stock photos are not telling YOUR story, that's why they're forgettable.

You need images that tell your story by:

• Showing your actual business at work

• Your process.

• Your face.

• Your why

• The behind the scene real stuff.

Consistent storytelling will make the difference….Your audience needs to see you multiple times before they trust you. Before they remember you. This means showing up with the same message, the same look, the same energy. Not once. Over and over.

Visual storytelling works faster than written content.

Your brain processes images 60,000 times faster than text.

The Difference Between Facts and Stories

Facts tell. Stories sell.

Example:

Fact: "I'm a business coach with 10 years of experience."

Story: "I spent 10 years watching talented founders burn out trying to scale. Now I help them grow without sacrificing their lives."

See the difference? One makes you scroll past. One makes you stop.

Stories create emotion. Emotion drives decisions. This is why the 22x stat matters. People forget facts within minutes. They remember stories for years.

What Makes Visual Storytelling Different

Written content is important. But visuals work faster. Your brain processes an image in 13 milliseconds. Reading takes seconds, sometimes minutes. On social media, you have about 1.7 seconds to stop the scroll. Photos do that. Text does not. This is why brand photography matters. Not because it looks good. Because it communicates fast. When someone lands on your website, your photos tell them: Who you are, What you do, Whether they belong here, If they can trust you and all before they read a single word. That's the power of visual storytelling.

Here's What You Should Do Next…..

The Wall Street Journal just validated what smart business owners already know. Storytelling isn't optional anymore and you need to take this seriously if you want your business to succeed.

Start with your visuals. Hire a photographer who is an expert in storytelling, hire a copywriter who understands you and the space and if you need it hire a visual or marketing strategist who understands modern day storytelling and the ways it can positively impact your business, do that too.

Then get clear on your message. What are you actually saying? Who are you saying it to? Why should they care? Then show up consistently.

One good photo shoot gives you content for months. Use it. This is how small businesses compete with big budgets. Not by spending more. By telling better stories.

Ready to Tell Your Story?

We help businesses tell their stories through strategic brand photography and visual content. Not corporate. Not boring. Real stories that make people care. Because while big companies are hiring six-figure storytellers, you deserve the same competitive edge.

Email us today at letscollab@collabcollectivedc.com and let's talk about what that looks like for your business.