Written by Sarah Gray
Business leaders and corporate executives have come to realize the importance of storytelling and how it can encourage a company’s success. While facts and statistics may seem like a realistic approach, you’ll find that you can incorporate personal anecdotes and stories to engage more customers.
Honesty and Truthfulness
According to brand advertising firm Brandfever, “Employees and customers are on an ever-increasing manhunt for transparency. We want to know where our food is grown. We want to know how it’s made. We want to be not only reassured through advertising, but given data and hard facts about GMOs, nutritional additives, worker’s rights, equal pay, fair trade, and any number of minute parts of the whole.” An insincere and inconsistent story will only confuse your clientele and send them in the direction of your competition.
When it comes to storytelling, you want your tale to be honest, truthful and relatable to your business. This relevance will also make your product or service seem more realistic in what you’re trying to portray to the consumer.
Practice What You Preach
Sounding scripted can give your story too much of a sales pitchman type of approach. That’s why you want to ditch the verbatim dialogue by practicing what you preach. When it comes to trying to sell your product or service to the consumer, you want your message to come across genuine and sincere. Try abandoning the cue cards and teleprompter and speak directly to the consumer from the heart.
Take a Personal Approach
A personal story related to what your company offers can tug at the heartstrings of your consumer base. If you sell prosthetic devices that can aid in a person walking, seeing or using their hands, you can personalize this approach. Showing video of an individual getting the chance to experience movement for the very first time with a prosthetic limb will allow your customers to remember your business more than citing studies and research findings. You can also humanize the storytelling further by talking about your own personal experiences in using the product or service.
The Recipe of a Good Storyteller
As with any good book, your business story should have an interesting beginning, middle and end to it. A strong opening should reel the client in with its captivating cast of characters. The middle should provide drama that correlates to the problems and discord the characters may be experiencing. When it’s time for the end, the culmination should bring everything together with the right resolution. A good story will make your clientele feel glad that they came along for the ride. It will also instill curiosity into sticking around to see what else you have in store for them.
Save Something for the Future
While a good story should be a page turner, you want your audience to come back wanting more. Saving something for the future is an excellent marketing tool when you implement little teasers through social media sites such as Twitter, Facebook and YouTube. Piquing their curiosity with future stories is also a great way to build the right rapport and earn their trust. Strong customer relationships will also generate word of mouth contact when your current clients speak highly about your product or service to friends, family, neighbors and co-workers.
Integrating good storytelling skills into your business brand advertising is a relatable way for your customers to stay connected. It also plants a seed for future ideas, emotions and thoughts into their brains, so you can relay the right message for your company product or service.
About the Author
Atlanta writer Sarah Gray is an avid researcher and freelance author who enjoys writing about various small business topics hoping to shine a light on information that may be unbeknownst to others. Feel free to reach out to her via Google+ and LinkedIn regarding business inquiries.
Photo on Flickr by Nazareth College