Everyone loves a good story. From watching a thrilling movie, to reading a great book, storytelling is an amazing way to convey compelling information. We think about storytelling when it comes to entertainment but there are lots of ways to use storytelling, including in business.
Customers Resist Being Sold
If you ask most people, they will tell you they don’t want to be solicited for buying goods. They don’t want sales pitches or to be targeted by ads. When they make purchases it’s generally because they relate to the item or service. What helps them relate? A great story!
Think about the commercials that run during the American Super Bowl. These are some of the most anticipated sales ads of the year. Sure, they are 100% designed to sell everything from beer to chips, but it isn’t what they are selling that people are interested in, it’s the story being told. The thrill of the story is what people are intrigued by and motivates them to fall in love with specific products. Once they are in love, they buy.
Storytelling Does the Sales Work for You
Storytelling does all the sales work for you. Creating a great story can make the sale because-
- Storytelling sets the scene
- Storytelling creates trust
- Storytelling solves problems
Storytelling sets the scene- Storytelling allows you to create an avatar or ideal mascot that is relatable. When your prospects see themselves in your avatar, they will imagine themselves benefitting the same way. This can be done by using testimonials from other customers who have had similar needs or experiences as your target audience. It can also happen through creating stories that trigger the same emotional responses from your prospects as your avatar. When other people see themselves in the same scenario as the story, it sets the scene for sales.
Storytelling creates trust- Great story’s generate trust. Choosing stories that uplift and educate your audience can help them know, like, and trust you and your products. Stories that build rapport and relatability can passively help people trust what you have to say without selling them on it. They come to their own natural conclusions based on the value of your story. Sharing anecdotes, testimonies, examples, and clever stories can quickly build trust with your audience and people buy from people they trust.
Storytelling solves problems- Sometimes using a story is the fastest path to showcase the solution to a complicated problem. People buy goods and services to solve problems. Sometimes the solution is clear- a bar of soap will wash away dirt. Sometimes it’s not so clear, that’s when a good story comes in. Using a smart story can help customers feel their problems being solved through their emotions. Following along with a story can creatively help customers identify their problem and experience the solution, then they will see you as the obvious choice to solve their problems too.
Everyone LOVES a good story and it’s a smart business move to use storytelling in your business. From marketing to sales, storytelling is an easy way to get your customers to an easy yes.
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