Whether you want to touch a nerve, reach a new audience, or boost your sales, storytelling is the most powerful tool in your arsenal. Studies have shown that stories are 22 times more memorable than facts and figures alone, and can possibly lead to increased sales by up to 20%. As humans, we love a good story, and when it resonates with us, it can drive us to take action when nothing else can.
Think about it. Which would you rather read, an interesting story, or a sales letter? Which are you more likely to remember a week from now, a compelling story, or a features and benefits comparison? And which are you more likely to buy, a story you can see yourself in, or a product that does x, y, and z?
The Art of Storytelling in Business & Its Purpose
When reflecting on your recent purchases, like the car you bought last summer or the business coach you hired, you likely recall a story that resonated with you and influenced your decision to buy. In this article we cover the art of storytelling in business and the importance it has.
Stories About You, Your Business, & Your Brand
You’ve heard it time and time again: People buy from those they know, like, and trust. I partly believe in this statement; however, part of getting to know you is hearing your stories. Potential clients are interested in your business’ backstory, experiences that influenced your decisions, and the important lessons you learned. For example, maybe you started your business after a career-ending injury, or you took a risk and pivoted your business in a new direction. Sharing these stories can help your potential clients connect with you and your business on a personal level.
Your stories don’t have to be directly related to business to be powerful, either. Sharing a personal story of overcoming imposter syndrome or supporting a loved one through tough times can help your audience connect with the valuable lessons you’ve gained. It’s just what you need to drive home a point about relationship building.
Stories About Your Clients
Otherwise known as social proof, stories about your clients are incredibly useful in your marketing and branding strategy. Testimonials, white papers, and case studies are all stories that demonstrate how your products have improved a life or business. Sharing these stories can demonstrate the impact of your business and boost potential clients’ confidence in purchasing from you.
Stories about your clients are incredibly valuable when it comes to building trust and credibility with your customers. The art of storytelling in business involves social proof. It’s a highly effective tool that showcases how your business benefits individuals and companies.
Testimonials, white papers, and case studies are all stories that can help potential customers understand how you can benefit them. Highlighting previous client success stories boosts prospects’ confidence in buying from you and reminds you why you do what you do.
Sharing client stories can inspire potential customers, helping them imagine the results of working with you and encouraging them to reach out.
Stories About Your Products & Services
The art of storytelling in business also includes your products & services. Yes, even your products & services have stories to tell. Why did you decide to create that new coaching program? What will it help your clients achieve from your consultations? Who are they not suited to? These stories and more can show your potential clients more about your products and services than any sales page ever will. By openly sharing your thought process during program creation, potential buyers can quickly determine if the product or service is suitable for them.
Stories about your products can also be used to highlight the features and benefits of your offerings in a more personal and engaging way. Talk about how your product has solved a key problem for your customers, or how it has made life easier for them.
Share the stories of the people you’ve helped, and how your product has made a difference in their lives. Use vivid language to bring your product to life, and make sure to focus on the unique features and benefits. By doing so, you’ll be able to make a stronger case for why your product is worth investing in.
Stories can enhance trust and credibility by allowing customers to connect and relate to personal experiences and results. Ultimately, stories about your products can be an incredibly powerful tool for driving sales and conversions.
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 story just because you’ve heard it’s good for your marketing.
If you can seamlessly connect your story with what comes next, you’ll enhance your brand, possibly increase sales, and boost profits.
We love stories. Don’t be afraid to tell yours. By sharing your stories, you can help your potential clients get to know you, build trust with them, and ultimately, increase your sales. So don’t be afraid to share your stories and connect with your audience — it could be the key to unlocking your business’s full potential.