It’s a fact: Stories Sell More! Think about a brand you know and love. Do you connect with their brand story?
Many small business owners would like to get customers to buy more products or services … and buy them more often. But do we know why people buy in the first place?
According to John Jantsch from Duct Tape Marketing, ‘People buy on emotion and then rationalise their purchase with facts.’
When promoting themselves, what most businesses focus on is the facts. What we really need to do is tap into that emotion, to form a connection with that person and get to know our ideal customer. Stories can help do this.
Stories have the power to shape our brand and make an emotional connection.
5 ways stories sell more
Stories help to simplify and explain
Stories are a great way to explain how your product or service works or how it can be used. This is especially helpful for complex issues. Video stories can be very useful here;
Stories help customers relate
Success stories and case studies about how a customer used your product or service to solve a particular problem can help others to relate  and connect. People like to copy other people’s success;
Stories paint a picture
Why do you do what you do? Stories can help customers understand your passion for your business, and explain a little more about you as an individual. People relate to other people rather than a company and they like to deal with the person behind the business;
Use stories to build trust and authority
Stories and in particular, testimonials, help establish trust and can demonstrate how you/your business is an authority in your particular area;
Stories give people something to repeatÂ
Stories assist happy customers to spread that all-important word-of-mouth and to give referrals. However, your story must be powerful enough to resonate with the customer in order for them to repeat it.
Once you’ve made that emotional connection, you’re well on the way to succeeding in having your stories sell more.
What’s your story? If you’re looking for some help to get your story heard, email me – I’ll be happy to help!
Hi, I’m Lyndall Guinery-Smith, business owner and chief word wrangler at The Professional Writer. My team and I write content dedicated to attracting and engaging your ideal clients … and improving your bottom line. This includes website content, capability statements, company profiles, team bios, business award nominations, blog post packages and more. We happily work with clients all over Australia. Email us to arrange an obligation-free discussion about your latest project. Â
