Storytelling can help you build a more coherent brand, connect with your audience and ultimately lead to an increase in sales.
Storytelling is a brilliant sales and marketing tool that can be used across many different mediums and scenarios – from blog posts, videos and social media to client meetings and sales pitches.
On a recent thread about brainstorming marketing methods, UKBF member @makeusvisible explained how storytelling helped his clients show customers what’s involved in the creation of their products.
“We have found with high-ticket items, especially those with a craftsmanship element, that a story behind the brand can help to build confidence in the product,” he said.
“These tables take many weeks to craft, by people who have their own story. Showing the process and the build quality through storytelling can really help to engage with potential clients, much more than a static product page.”
The way you tell your story will depend on what type of business you have and your target audience, but it’s a skill that you need to learn.
As May is National Share-A-Story month, we’re taking a closer look at the role of storytelling in business and how you can use it to your advantage.
Pinpointing exactly what inspired you is the perfect way to personalise your story: what problem were you facing that you wanted to solve or what were you trying to change by setting up the business?
People relate to a personal backstory like this and it also frames your business with a solid purpose, strengthening your brand message. Here’s a great example from TOMS shoes:
“While travelling through Argentina in 2006, TOMS founder Blake Mycoskie saw the hardships faced by children without shoes. This inspired him to create a for-profit business with giving at its core. The idea? For every pair of shoes the company sold, a new pair would be given to a child in need.
And with that, TOMS – short for Tomorrow’s Shoes – was born.”
This short story quickly tells the audience that the business is ethical, has integrity and passion, and introduces you to the real person behind the brand.
Once you’ve set out your “why” story, use it as an introductory piece on your website, marketing materials and in meetings; it’s a story you can use whenever you need to set the scene with someone that’s new to the business.
Your personas should include:
If you’re selling B2B, telling someone a simple and entertaining story allows them to repeat it to other stakeholders in the business, who may control the budget. If you’re selling B2C, it encourages word-of-mouth recommendations.
Remember to customise the experiences according to the audience you’re talking to. The story will be very different if you’re a caterer talking to a couple about their wedding food compared to a business client, for example.
Let’s take an example:
This doesn’t mean that facts don’t have their place – especially in a presentation or a meeting. Use key facts in your slides and then tell your story in person – this way, the two work side-by-side and the facts serve to back up what you’re saying.
Consider videoing the interview, so you can create short video posts for social media. Or take some key quotes and have them nicely designed so they stand out on your website or in presentations.
The key to good storytelling is to embed it across all your channels and communications, and to select the most appropriate voice for each scenario. Increasing the number of possible touchpoints with your story will ensure it reaches a variety of stakeholders and connects with them in the way they prefer.
Do you need help telling your story or want to get feedback on your ideas? You can sign up for a free UKBF membership here and ask the community for advice.
Storytelling is a brilliant sales and marketing tool that can be used across many different mediums and scenarios – from blog posts, videos and social media to client meetings and sales pitches.
On a recent thread about brainstorming marketing methods, UKBF member @makeusvisible explained how storytelling helped his clients show customers what’s involved in the creation of their products.
“We have found with high-ticket items, especially those with a craftsmanship element, that a story behind the brand can help to build confidence in the product,” he said.
“These tables take many weeks to craft, by people who have their own story. Showing the process and the build quality through storytelling can really help to engage with potential clients, much more than a static product page.”
The way you tell your story will depend on what type of business you have and your target audience, but it’s a skill that you need to learn.
As May is National Share-A-Story month, we’re taking a closer look at the role of storytelling in business and how you can use it to your advantage.
Top five ways to use storytelling to your advantage
If storytelling is a new concept to you, follow these five steps to get started.1. Explain the “why” behind your business
Start your storytelling with the big picture – what’s the story behind why you set up your business?Pinpointing exactly what inspired you is the perfect way to personalise your story: what problem were you facing that you wanted to solve or what were you trying to change by setting up the business?
People relate to a personal backstory like this and it also frames your business with a solid purpose, strengthening your brand message. Here’s a great example from TOMS shoes:
“While travelling through Argentina in 2006, TOMS founder Blake Mycoskie saw the hardships faced by children without shoes. This inspired him to create a for-profit business with giving at its core. The idea? For every pair of shoes the company sold, a new pair would be given to a child in need.
And with that, TOMS – short for Tomorrow’s Shoes – was born.”
This short story quickly tells the audience that the business is ethical, has integrity and passion, and introduces you to the real person behind the brand.
Once you’ve set out your “why” story, use it as an introductory piece on your website, marketing materials and in meetings; it’s a story you can use whenever you need to set the scene with someone that’s new to the business.
2. Create personas
All stories need to be pitched to the right audience. If you’re using stories in a sales pitch, you’ll need to understand your buyer personas or the typical people you are targeting.Your personas should include:
- Basic demographics – age, location, income
- Their pain points – what problems are they facing?
- What type of language they use
- Their job and responsibilities – what role do they play in the decision-making process?
3. Recreate positive customer experiences
This is where you can match your persona’s pain points with real examples of customers who successfully solved similar problems using your product or service.If you’re selling B2B, telling someone a simple and entertaining story allows them to repeat it to other stakeholders in the business, who may control the budget. If you’re selling B2C, it encourages word-of-mouth recommendations.
Remember to customise the experiences according to the audience you’re talking to. The story will be very different if you’re a caterer talking to a couple about their wedding food compared to a business client, for example.
4. Use emotions rather than facts
The old adage “show, don’t tell” rings true here. While you may be tempted to win people over with facts and figures, tapping into their emotions is what will really reel them in.Let’s take an example:
- “This smoothie has less than 8% sugar content.”
- “This smoothie is made from hand picked strawberries grown by Spanish farmers.”
This doesn’t mean that facts don’t have their place – especially in a presentation or a meeting. Use key facts in your slides and then tell your story in person – this way, the two work side-by-side and the facts serve to back up what you’re saying.
5. Use storytelling across multiple touchpoints
Interviewing clients and customers for a blog post is a great start, but how can you make that one story work harder for you?Consider videoing the interview, so you can create short video posts for social media. Or take some key quotes and have them nicely designed so they stand out on your website or in presentations.
The key to good storytelling is to embed it across all your channels and communications, and to select the most appropriate voice for each scenario. Increasing the number of possible touchpoints with your story will ensure it reaches a variety of stakeholders and connects with them in the way they prefer.
Do you need help telling your story or want to get feedback on your ideas? You can sign up for a free UKBF membership here and ask the community for advice.
