Ever since the firelight flickered on the cave walls, human cultures have been telling stories. Stories help us make sense of conflicting narratives in a complex world, and humans have relied on storytelling to build relationships and strengthen communities since the dawn of humanity. As an essential component of human psychology, businesses can’t afford to ignore storytelling. With the right stories, you can better engage your customers with your brand and boost your sales.
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Brand storytelling is not about selling. When you start to articulate the story of your brand, promotion of your products and services should be a secondary motivation, if it’s present at all. Audiences are more discerning than ever and on today’s social platforms authenticity is prized.
Storytelling is about establishing a relationship with your customers that builds an emotional connection. This connection tethers your customers and clients to your products and services in a deeper way that promotional materials ever could. Stories are part of how we perceive the world, and have a powerful effect on behaviour. Let’s explore the top tips of business storytelling.
You may be proud of your business and its achievements, whether that’s putting the best product out on the market or simply surviving your first year of trading. But stories don’t exist for you to tell tales of your daring deeds and successes. Stories are about building relationships, so make them relatable.
Challenges, failures and struggles can often be more engaging for an audience than your greatest wins. Don’t be afraid to reveal some vulnerabilities in your stories – these will create a deeper connection between your customers and your brand, enforcing brand loyalty and strengthening customer engagement.
When you’re telling a good story, you need to ensure it’s in an accessible format so your audience can engage in it. Writing a story in a compelling tone can be challenging, but with a bit of practice you’ll be relating great tales about your brand. Ensure that grammar and spelling are on point so that customers don’t get distracted by jarring sentences. You need them to become emotionally invested, so readability is essential.
Involving your customers in your brand storytelling is a surefire way to boost engagement, and sales will follow. By creating a product that thousands of people are using to solve problems every day, you’re influencing an unlimited number of stories – so share them!
The stories don’t need to centre around your brand, so long as your products or services feature peripherally in the narrative. The challenges and triumphs that your customers are facing every day can be shared experiences that build a community around your brand. What is it that links your customers? This can be the thread that generates momentum in a powerfully engaging campaign.
Visually Engage Your Audience
You know the old adage – a picture tells a thousand words. Remember that your audience is a diverse group and people will be drawn to different styles of storytelling. Visual learners need images to become invested in a story, and investment is what you’re after. Imagery can add an emotional element to a story that simple text can’t generate.
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Others will need facts and figures to really engage in a story, as sometimes a purely emotional narrative can come across as disingenuous. Throw in some data to prove your stories are based in truth. This will connect with a wider audience, and boost your engagement.
“There are lots of different stories to tell. Sometimes a story can be told in a single image, and other times a long-form blog will be the best platform for a narrative that creates a deep emotional connection,” suggests Nick Dirson, a writer at UKWritings Reviews. As a brand, you need to collect stories and deploy them in the right places, whether that’s your social feeds or your business website.
A story creates a connection on a deeper level as it’s all about a shared experience, something that runs deep in the culture we all take part in. Engaging your customers with powerful stories will boost brand loyalty, interactions across social platforms and have a big impact on your sales. Use these tips to craft the perfect stories and turn your brand into a cultural moment