How To Story Tell In Your Business
I want to talk to you about storytelling. We all love a good story and we’re all innately nosey. Honestly, even if you think you’re not, you’ll be curious.
And storytelling can be a powerful tool for your business.
So what exactly do I mean and how can you do it? Let’s dive into how you can weave captivating tales that build connections, evoke emotions, and make your brand unforgettable.
What is storytelling in business?
Storytelling is the art of sharing your brand’s message through compelling narratives. Instead of just throwing out facts and figures, you create a story that resonates with your audience on a deeper level. This can be a ‘story’ surrounding your products and their use or your own personal story and how you’ve weaved that into your brand.
The psychology of why storytelling works
Humans have been telling stories forever, and our brains have evolved to love them. It’s just a fact. And the main reason it’s great for business is that storytelling makes information far more memorable.
For example, I have read that psychologist Jerome Bruner found that we are 22 times more likely to remember a fact when it is wrapped in a story. 22 times!!! WTF!
Also, when people listen to pitches containing either facts and figures or a story, only 5% recalled a statistic, but a huge 63% remembered the stories.
Why does storytelling hit home so well? It’s simple, like I said humans are wired for stories. They activate different parts of our brains, making us feel like we’re part of the experience and for your business this is crucial. This emotional engagement builds trust and connection (hello 2 of the most important requirements to make sales). When people feel connected to your brand, they’re more likely to stick around and become loyal customers.
Your own story: Founder story/business origins
Every business has a unique backstory and I’m challenging you to share yours! I’m also going to put my money where my mouth is and try to do this more too. Talk about what inspired you to start your business, the hurdles, and the milestones you reached. This personal touch make your brand more human and makes it relatable to your customers. Your audience wants to know the real YOU behind the brand.
It’s not for everyone and I get that. But…a business with a visible founder is generally much more successful during that growth period. It’s true!
So how much to share?
Balance is key here and it’s all within your control. Share enough to give your audience a genuine peek behind the curtain, but don’t go overboard (there’s nothing worse than overboard). Focus on the parts of your story that align with your brand’s mission and values, those are the important bits. Your audience doesn’t need every detail, just the ones that make your story compelling and relevant.
A watch for here that I do see occasionally - make sure your BTS fits with your brand. Yes the BTS can be much more scrappy and real and doesn’t need to be polished but it does need to be on the same page.
Product stories: Making the product make sense
Each of your products has a story too, even if you don’t think they do. Explain the inspiration, the craftsmanship, and how they solve a problem or fulfill a need. Highlighting these stories makes your products more appealing and meaningful. It’s not just about selling a product, its far more than that, it’s about sharing its journey and impact and making it make sense with your brand and their lives.
Storytelling when selling
Selling isn’t a hard sell all the time, in fact it’s very rarely this. Instead, tell a story that shows how your product has made a difference. Use customer testimonials and case studies to illustrate real life successes and stories. This approach not only informs but also inspires potential customers to see themselves benefiting from your product. They have to be inspired to take action.
Real life examples of storytelling in marketing
Here’s some big business examples for you to wrap your head around. I’m always wary of using big businesses like this as I know it can feel a world apart from your journey but in this instance it really demonstrates storytelling perfectly. The world’s biggest brands also understand the power of storytelling in marketing.
Disney: In a heartwarming ad for Disneyland Paris, Disney tells the story of a little duckling who becomes obsessed with Donald Duck after finding a comic book. The ad takes viewers on an emotional journey, culminating in a magical meeting with Donald Duck at Disneyland Paris. This story not only tugs at the heartstrings but also perfectly encapsulates the wonder and excitement that Disney wants to convey.
Guinness: As part of its “Made of More” campaign, Guinness tells the powerful true story of the Liberty Fields RFC, a Japanese women’s rugby team that defied social conventions to compete in the Women’s World Cup. The campaign effectively connects the brand with themes of courage and inclusivity, making it resonate on a deeper level with its audience.
Apple: The short film “Detour,” shot entirely on an iPhone 7 Plus, tells the charming story of a lost tricycle's adventure to reunite with its young owner. Directed by Oscar-winning filmmaker Michel Gondry, the film not only showcases the iPhone’s capabilities but also engages viewers with a narrative full of emotion and nostalgia.
These examples show that storytelling in marketing isn’t limited to one format, it can be told through video, images, or text across any platform. What’s important is that the story is compelling and aligns with your brand’s values and message.
Best place to start
If you’re new to storytelling, start with your ‘About Us’ page. It’s the perfect spot to share your founder story and your business mission. From there, sprinkle storytelling into your product descriptions, social media posts, and marketing campaigns. Use visuals, videos, and written content to bring your stories to life across different platforms.
Getting going is the hardest part but you’ll soon find a flow you’re comfortable with.
All in all…
Storytelling is your secret weapon for building emotional connections and trust with your audience and that’s absolutely what people want. By sharing your unique story and the stories behind your products, you can create a brand that’s not only memorable but also engaging. Start small and be authentic is my advice here.
Challenge yourself and see where it gets you!