How storytelling could help you sell more

I’m not talking about sitting your customers down for a nice rendition of The Three Little Pigs (although no one is stopping you if that’s what you want to do).

Storytelling is another method of pitching a sales message to your customers, but in such a way that encourages them to engage faster and more deeply, and to convert with minimal hesitation. Here’s why it works…


Emotions sell
People tend to act based on emotion rather than logic. Sparking negative or positive emotional responses (most commonly fear, guilt, satisfaction or pride) you’re likely to see much faster conversions. Paint a picture of an ideal outcome or situation and then tell customers that they’ll miss out if they don’t sign up now. Describe a loved one’s reaction when you present them with that one special gift.


Relevance resonates
There’s nothing worse than being targeted with an ad campaign that has absolutely no relevance to you. If anything, it’s off-putting. The art of storytelling can be cleverly used to describe a situation that you know your customers are familiar with. A sticking point in the way they do things or a dream of where they’d like to be. Good storytelling copy sets the scene so well that you’ll have customers everywhere slapping their knees and saying “Oh yeah, I know that feeling!”


Build a relationship, gain loyalty
This is a particularly good one for company ‘about us’ pages and mission statements. People want an origin story. A familiar face. They want to feel like they know your company and once you’ve forged that bond, you’ll have their loyalty, which means repeat business. Don’t be afraid to take a human approach to talking about your business and why do you do what you do. Open up, buddy. Let them see the people behind the company and build a truly likable brand off the back of it.


It stands out from the noise
We spend all day having aggressive or gimmicky sales messaging barked into our faces, so when someone takes the time to think of a way to communicate a message thoughtfully, there’s more of an inclination to sit up and listen. You’ll also find that taking this approach means you naturally avoid clichés and awful, nonsense-based marketing slogans.


Get out your most in-depth customer data and give this approach a try for your next customer comms, the results might surprise you!

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