We’ve all felt it: Too. Much. Input. The digital revolution in our lives is now something we all live with. Digital messaging and capabilities often expand our horizons, keep us connected to others—but they are accompanied by stress, pressure and the need of a speedy reply. Everyone’s busier than ever.

So what has that got to do with the power of telling a “story” and what does that have to do with your optical business? The “story” is exactly the thing that breaks through the clutter, the thing that speaks to the “human” in all of us, as colleagues and as consumers.

Stories help us understand the history of a thing, the explanation of how it works, the ethics (or lack thereof) of people and characters that we can connect to and learn from.

In fact, even as automation helps speed the process of pretty much everything today, it’s the power and impact of a story that excites our brain, that helps us remember, that lets us associate an experience, a product benefit, a diagnosis, a condition.

Good stories break through. That’s what our first 2017 VM Cover Story is about this year. Customers value experience. And they want to understand and relate to the story about that—and you want them to share their great interaction experience with others through stories.

You may already be instinctively doing this as you interact with patients, customers, colleagues and staff. But if it’s not your natural instinct, find some professional help from a content maven, a marketing person or a charismatic friend. Ask them to listen to you or your team describe what you do, what your “brand” is about, how long you have practiced, what did you learn, how long you’ve been in business, how your office took part in a local charity event, who you reached, why you participated or what you do that’s special.

All of these things help “tell” a story and these go beyond power points or heavy-handed language.

Stories make information memorable; they can help you and your business stay memorable, too.

Got a good story about your optical, your practice, your eyewear operation? Let us know. We intend to share even more stories with our VM reader community throughout the year.

maxelrad@jobson.com