This Is Why You Need Storytelling
Leading brands use storytelling to build loyalty and increase sales. I explained what storytelling is and how you can use it to increase visibility and sales for your business.
👋 Hey, it’s Keem. Welcome to my weekly newsletter on marketing, storytelling, and helping you stand out as a business owner or professional.
Storytelling is not new. In fact, stories surround us. We just don’t tell stories more often like we used to.
Humans, since the cave dwelling days, have told stories to connect, relate, empathize, and share information with others. Stories unlock our emotions, unlike facts.
Growing up, you maybe had one or two favorite stories. You might remember details or lessons from those stories. Even today, you’re more likely to tell a story about your day if asked — consciously or unconsciously, we tell stories. Dumping the facts of how your day isn’t engaging and can be seen as rude. A story helps us create a bond with the listener.
Do you agree that stories create a bond between the storyteller and the listener? So, why aren't you using storytelling to promote your business? Big brands, like Nike and Apple, understand people buy stories. And here are some stories you can tell as a business owner:
Founder’s Story
People do business with those they trust. And most times, people trust those they can relate to their stories. If you own a business, you want to share why your potential customer should pick you instead of others. Find a common ground of shared values and motivations.
Customer Story
We’re more likely to share a story if we can relate to it or see ourselves in it (literally). Are you spotlighting your customers enough to leverage the power of storytelling? Make your customer the hero of the story and share the role your business played. Customer stories build trust and brand recognition because people buy from people, and it shows the impact your business has on real people. It’s also a good way to use social proof.
ICYMI: I talked about social proof as one of the proven persuasion techniques business owners can use.
Product/Service Story
The story behind your product or service is an opportunity to give customers insight into what makes your brand special. Have you shared the story behind your product—your motivations, challenges, and what makes it special?
Here’s a product story example from Smileys — ”Your go-to for exciting and comfortable athleisure products.”
Also, see how Volvo tells the story of its Fully Electric EX90.
User-Generated Story
Are you showcasing user-generated stories that highlight the authentic experiences of your customers? These stories, told from the perspective of your customers, bring a fresh and genuine voice to your business, showcasing real results, and the sense of community around your product or service.
Using storytelling as part of your marketing or content efforts helps you achieve the following:
Build brand awareness, trust and loyalty
Connect with your customers emotionally
Become a thought leader in your niche
Differentiate your brand from competitors
Task:
Write your “Founder’s Story”. Who are you? Why did you start your business? What problem do you solve?
Pick one product or service you offer and explain why you created it. Focus on the problem it solves and why anyone should care.
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See you next week!
— Keem.