Facts Sell, Stories Sell

Humans love good stories because they are powerful. They help us share traditions, beliefs, and history. They tap into our emotions and can inspire, unite, and empower us so it only makes sense that storytelling can also be an effective marketing strategy for your business.

Studies show that people are more likely to remember stories rather than just facts and figures.

Today’s consumers are savvy but they also suffer from information overload. They want to be informed, entertained and engage with brands that understand their needs and connect with their values.

As a small business owner, you have to find ways to not only reach them but stand out in the very crowded marketplace. By giving customers a glimpse behind the curtain, your story can set you apart from the competition and help them get to know, like, and trust you.

A well crafted brand story should bring to life your company's history, mission, purpose and values. Its goal is to create an emotional connection that resonates with your ideal customer, motivates them to buy and encourages them to become loyal advocates of your brand.

Studies also show that brands who tell great stories are more trusted and favored than those who don’t. Outdated marketing strategies that inundate customers with promotions and ads are not only ineffective in today’s marketplace but they actually turn people off. Businesses of all sizes need to integrate storytelling into their communication strategies to make their brands more appealing and their marketing efforts more successful.

HOW TO CRAFT A BRAND STORY

While there are several different types of formats you can use, the key to brand storytelling is keeping it authentic.

Don’t be afraid to share stories of failure, lessons learned, or mistakes. Genuine humility shows your capacity for growth which everyone can relate to.

While it’s important to communicate your messages, you don’t want to make the story all about you. It should empathize, encourage, and relate to your audience.

SHARE YOUR JOURNEY

One of the most interesting stories you can tell is how you got started. Everyone’s entrepreneurial journey is unique and is often very relatable to others. It doesn’t matter where you are in your journey, your brand story is an opportunity to share with the world what inspires you, how you overcame obstacles, the lessons you’ve learned along the way, your values and your mission and vision.

Share your story in our next issue or on our website.