Why does storytelling sell?

Storytelling Tips

In a world where everyone and everything is vying for our attention, now more than ever, it’s so important to create a genuine connection to cut through the noise. Learning how to tell your story is so important for this, helping you to build brand loyalty and inspire action to purchase your product or service. Remember the right story attracts the right audience to your offer, as they resonate with what you are saying and can see themselves in your story. Let’s dive into how to craft a story in a way that works hard for your business – captivating, inspiring and connecting with your dream customers.

Make your brand relatable
The best part about storytelling in your content is the relatability it creates between your business and your audience. If a potential customer visits your website’s ‘about’ page or clicks on a service to learn more, when storytelling is infused in your message this will resonate on an emotional level (as they can see themself in your experiences). When considering your own business story, remember that it is for your audience – explain why you get them and their feelings – that you are either like them or were once like them. It’s all about connection and vulnerability. The internal transformation is the most relatable part of your story, so don’t forget to include this. For example, if you are a brand designer your story is not about studying, getting a degree and setting up your business. Instead it could be about the struggle to find the right clients or how having an aligned brand and message has given you the confidence and self belief to reach out to your dream clients. 

Differentiating your brand
Think about your favourite brands for a moment – what makes them stand out above the rest? I’m sure a common link is their well crafted brand story that allows them to convey their values, purpose and vision. Jewellery brands Francesca and Pandora are perfect examples of good storytelling – their products like charms and lockets become an expression of who you are and tell the key moments in your life. Several beauty brands are renowned for their creative storytelling – Frank Body (a cheeky brand that has been catapulted to cult status from starting with coffee), Dove (which has created the narrative of ‘true beauty’ in its messaging) and Aesop (an Australian brand that has become synonymous with luxury).

Creating brand loyalty
Authentic storytelling creates a sense of loyalty among customers. When people connect with your brand on an emotional level and find value in your story, they are more likely to become loyal advocates who actively support and promote your brand. Analogies and metaphors are some of the best tools for helping your audience to understand what you are selling (whether that be a product or service). Why? Because it uses something familiar and relevant to highlight similarities and tells a story about what you are selling. For example, if you own a marketing studio, a key premise to help potential clients understand the importance of your service is to say ‘marketing is like building a house, you need solid foundations’. Or if you’re a business coach, you could use the metaphor of dominos for running a business: ‘each action you take in business leads to another action, which in turn requires another action to take place to keep the momentum going’.

If you’re not converting or making sales, then it might be time to look at what story you’re telling. It could be that this key ingredient is missing from your content all together. Your words should be as personal as your brand is, so if you need my guidance to articulate the story that only you can tell, then get in touch here. I would love to hear from you.

June 6, 2023