Storytelling Sells
At first glance, stories and businesses don’t seem to have much in common. But if you visit the websites of big companies, you’ll find there an About or History page full of stories. You know, how the big wigs started really small, in a garage or shop or campus room with $50 to their name…
Businesses and the stories they tell
Businesses tell stories in many different ways. Take companies that make video-games for example. Many release videos that show the story of the making of their next product, sometimes beginning with the ideas that started the project, and continuing with the development, and ending with the final stages of the production.
Furniture makers and retailers often tell the story of their most popular products, from their inception to the preset day, showcasing the developments that they had undergone over the years. Sports companies do the same. In fact, every big company that has a good story to tell tends to share it. Some integrate that story into their marketing and advertising efforts, others use it as conversation starters in sales meetings.
Why do they use stories? Because everyone likes a good story. We are hard wired to connect with stories. Every culture has used story telling throughout history to explain things. When that story is personal, it’s even better. The juicy bits are the best!
How can you use storytelling in your business?
- Tell the story of your business in your About page. Mentioning the lows, not only the highs. This can help customers relate to your more especially if you’re a small business.
- Tell the stories of those who work for you. You can do this on your site by creating employee profiles. You don’t need to write biographies. Don’t make them boring! A Meet the Team section with photos and a fun description is all you need. Let their personalities shine through.
- Tell the story of your product and services. You can do this on your website, in your catalog, or even better, in your marketing campaigns. Tell customers how that product came about, how it was created, why it was created. Don’t use a formal business tone, but a warm, friendly, and even personal voice.
Storytelling sells. And often it also builds a special relationship between business and customer, a trust that no other marketing or advertising strategy can ever create.
