Progress, goals, and staying in control – Imogen Short shares insights on how investors can use narrative to engage audiences with a story that goes beyond data.
We know that investors don’t often get what they want from an annual report. As far back as 2013, Rivel’s Research* found that only 38% of investors are looking for a review of financial results, and there’s a huge call to go beyond the numbers. They want to know more about business strategy, progress against goals and forward-looking financial guidance.
So, how do investor relations teams address this need?
With a well-crafted investor story.
Did you know that we memorise stories up to 22 times more effectively than data? It’s because our brain connects more authentically when it’s given information as a narrative rather than numbers.
“When facts and information are framed by a compelling story, you’ll not only hold the attention of your audience, but you’ll also make the information presented more memorable.”
According to Pamela Rutledge, PhD, MBA: “When facts and information are framed by a compelling story, you’ll not only hold the attention of your audience, but you’ll also make the information presented more memorable,”*
Rutledge also added that people aren’t “… moved to action by ‘data dumps’, dense PowerPoint slides or spreadsheets packed with figures … no matter how compelling your facts are, if your audience isn’t invested in what you’re saying, all the information will be lost on them.”
Developing an effective investor story involves creating a forward-looking arc that weaves strategic themes into a cohesive, dynamic narrative. It adds crucial depth to the numbers and, if done well, creates a personality for the business that instantly differentiates it from competitors.
Perhaps most importantly for investor teams, story creates a shape and direction that quarter-by-quarter numbers struggle to provide, with the invaluable benefit of being in control – all the time. Because with story, you’re pursuing a bigger arc – a higher possibility, in which each quarter plays a role but isn’t the star.
Is 2019 the year your investor story comes alive?
Write the Talk shapes investor stories for bold organisations across the world. Our unique story shaping approach turns cold hard facts into a living and breathing narrative, transforming the way you connect with the people that matter. Get in touch!
*Rivel Research, A Global IR Best Practices Report, Investor Days 2013 (March 2013)