stories. We have been drawn to them since childhood. This is how we relate to the world. Fables teach us lessons about life, usually under the filter of cute animals. Myths provide allegories with powerful gods and goddesses. Even video games have storylines to keep us busy and play.
How can brands use storytelling to sell?
When you tell the story of your brand, your company stands out. You probably have dozens, if not hundreds, of competitors selling similar products or services at similar prices. So how can you convince even one customer to choose you?
You could have a superior product. , , However, this may not be apparent until after purchase. Instead, you can tell your story. Hook this customer up with a story that resonates with them.
History doesn't even have to be about your product or service. Or why you founded your company. The story I tell most often is for the name of my content marketing agency Egg Marketing. It is a strange name and there is a story behind it.
When I founded my marketing company in 2006, I wanted a unique name, but was at a loss. When I saw the movie Funny Face, I wrote down the name of the bookstore where Audrey Hepburn's character worked: Embryo Concepts. I liked the idea of an embryo that brought something to life, but found embryo marketing too grotesque! With a few iterations, I ended up on Egg Marketing and have since developed good ideas!
If people ask me about the story behind the name of my brand, we can let the business go for a minute and just chat. They usually laugh at the story and that paves the way for a more personal interaction afterwards.
You may not feel that your brand has a story. in fact there are many. The key is to uncover them. Consider the stories about:
The first time you look at your stories, you can write them down more easily. Keep it relatively short; aim at details rather than details.
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Remember that people want to be touched by a story in some way, be it laughing or tearing. You want to connect emotionally with your audience so that your story resonates. And they want to refer to it! When you talk about how you helped a customer, start with the problem the customer was having (probably your audience was having the same problem).
Once you've practiced your story (I've told it so many times that it slips off my tongue), you should know the strategically most important places where you can use it.