Whether you want to reach a new audience, boost your sales, or launch a new product, storytelling is the most powerful tool in your marketing toolbox. As humans, we love a good story, and when it resonates with us, it can drive us to take action when nothing else can.
I have worked with several companies that list the features of their products or services in their marketing materials, however they find customers are simply not interested. Think about it. Which would you rather read, an interesting story, or a long sales letter? Which are you more likely to remember a week from now, a compelling story, or a list of features and benefits? And which are you more likely to buy, a story you can see yourself in, or a product that has a thousand features?
If you think back on your most recent purchases, from the business coach you hired to the car you bought last summer, chances are you’ll find a story that resonated with you, and that inspired your decision to purchase.
Your Unique Experiences
You’ve heard it time and time again: People buy from those they know, like, and trust. And part of getting to know you is hearing your stories. Your potential clients want to know how you came to be in business, what experiences you’ve had that drove your decisions, what lessons you learned along the way.
Your stories don’t have to be directly related to business to be powerful, either. That story about the time you almost couldn’t board an important international flight because your passport had expired is the perfect lead in to a blog post about the need for better organization and business systems. Or the story about how you accidentally seated two feuding families together at your wedding reception? It’s just what you need to drive home a point about relationship building.
Otherwise known as social proof, stories about your clients are incredibly useful in your marketing and branding strategy. Testimonials, white papers, case studies and the like are all just stories, after all, and they showcase how you and your products have changed a life or a business for the better.
Yes, even your products and service offerings have stories to tell. Why did you decide to create that new coaching program? What will it help your clients achieve? Who is it not suited to? These stories, and others, can show your potential clients more about your products and services than any sales page ever will. When you openly share your thought processes as you were creating your program, buyers will instantly know if it’s a product that will work for them or not.
Knowing How to Tell Your Story
Clearly, stories have a lot of power when it comes to branding and marketing, but you have to use caution. Beware of the awkward insertion of a random story just because you think it’s good for your marketing.
If you find yourself telling a random story, and then making a total shift to a completely different subject, chances are the story won’t work. However, if you can tie your story in naturally to the product or service that follows, that’s your golden ticket to better branding, more sales, and a more profitable business.
We all love stories, so don’t be afraid to tell yours. What’s your story?
Do you need help telling your brand story? Check out my Brand Strategy Guide that will walk you through the steps to creating your brand.