Stories that Win Customers
Stories build connections in the most effective way. Most brands today are not able to resonate with their target markets when they do not utilize and leverage on the power of impactful storytelling. What will make your audience feel the right emotions when it comes to your brand? What will move your target market to do something?
Want people to relate to the brand? Talk about what matters to them. Talk about real-life experiences. There are many ways for us to create and tell stories that can help build your brand’s narrative and the way your company is perceived.
I have realized over the past couple of months that I’ve really gone down to really help my clients from the food and beverage, veterinary medicine, and real estate industries pin down the messages they want. I made use of powerful storytelling to connect more with their audiences and to sell their products and services. And you know what? There are several things I learned along the way that I would like to share with you.
Provide stories that have value.
You can’t really just keep on telling stories that don’t have value or else you will lose your audience’s interest and won’t create the impact that you want. By creating value, your market will see what benefit they will receive from what you offer. Would it make their lives easier? Would it help them solve a concern they have? Would it give them the satisfaction and fulfillment they are looking for?
Your stories matter, and the way you tell these stories will create an impact on the audience, whether positively or negatively. Move that needle and start creating meaningful stories that will provide value and touch the lives of those you are targeting.
Provide stories that move people to action.
Your goal is not to only engage your readers as a storyteller. Your goal is to move people to act on something whether it’s to purchase your products, avail of your services, or even recommend you to their family and friends. You can measure success in terms of storytelling when you know that you have not only captured your audience’s attention but as well as moved them to act to do something.
How can you relate with them? You don’t need to bombard your stories with scientific terms or heavy research. Sometimes, even the most mundane things make the most impact. For example, if you relay the way you enjoyed your breakfast:
So I got up this morning and thought to myself, “I deserve a damn good breakfast.”
I sleepily headed to my fridge and took out all my favorites — that bacon I have kept dreaming about, the breakfast sausage that has been tempting me from day one, an egg, and some spinach.
I fry some bacon and sausage together and boy oh boy, that bacon-sausage aroma just gets me every time. I set that aside and I go on and saute some garlic and onions to mix with my spinach and egg. I hear the bread toaster ding and I set my toast right next to my breakfast.
My tea is brewing on the side. My kitchen is filled with just the right smell to make your tummy growl in hunger.
I sit down. I munch on my toast. I take a bite of my bacon strip, with a bit of its oil slightly smudging my lips. I take another bite and finish off another strip. I forget the rest of my breakfast and focus on every delicious, salty yet sweet bite of my strip of bacon. On to the third strip. Damn, it gets me every time.
If you look at this, you’ll see that it was a descriptive narrative of how I started my day but eventually zeroing in and fixating on the bacon. You already know from the last paragraph that I LOVE bacon a lot to the point that the rest of my breakfast was just forgotten.
That is what you want your readers to have — that emotion you want to evoke from them, and eventually convincing them to do something about what they feel.
Provide stories that have a purpose.
Many people have become more discerning right now. They know when they are being served BS. Your stories need to have a purpose — what is the end goal? Why should it matter for your audience to listen to you as a communicator, as a brand?
Purposive stories are made to win the hearts and minds of the audience. Leaders often use storytelling to influence their team and the public. Sharing of stories bring people from all levels and backgrounds together, to help them understand each other and find some sense of common ground.