
It’s been said that every picture tells a story. So can every business. In fact, storytelling is a critical tool any small business owner can use to capture attention in a crowded market. Choose the right words, and you’ll help key customers understand why they should pick you and your products over the competition.
Here’s what you need to know about this technique. And tl/dr: I can help craft this content for you! Reach out if you need help.
What Does Storytelling Mean in Business Marketing?
When I talk about storytelling in marketing, I’m not referring to creating a fictional character that goes through trials and tribulations before choosing a product that solves problems. Instead, I’m talking about pitching your company and your products in relatable, compelling language.
A storytelling approach might mean telling customers about the origins of your business in detail, including why you opened up in the first place.
A traditional business introduction might sound like this: “Smith Shoes opened for business in 1989 and has served the community ever since.”
A storytelling introduction might sound like this: “George Smith had sore feet in 1988, and no matter where he went, he couldn’t find shoes that helped or shoe staff that could guide him. Instead of complaining, he opened Smith Shoes in 1989. He focused on stocking orthopedic shoes that fit most feet, and he only hired staff with orthopedic experience. George believed shoes shouldn’t hurt. We do, too.”
Key Benefits of the Storytelling Approach
It’s easy for modern consumers to drown in sales pitches. Every company says they’re the best, with the best staff and the lowest price. When everyone sounds the same, the message gets lost. Storytelling can help you stand out.
When it’s done right, a story can also help to boost your sales. Instead of telling your customers that you’re a solid choice, you’re showing them why they should trust you.
Storytelling can also make crafting visuals easier. While you might struggle to find a graphic to display your “high quality,” a story about your trained seamstresses can lead right into a photo of your staff. A match between a great image and a clear story often leads to a more profitable campaign.
I also find that storytelling projects are more fun for everyone involved. Copywriters adore using their journalistic skills to dig into a client story, and graphic designers often work best with copy that begs for a visual. If staff turnover has been a problem, giving your teams a little more freedom could be a smart move.
Where Can You Deploy Storytelling?
Many companies use storytelling in social media posts. This makes sense, as stories often lend themselves to short-format writing, and the clear visuals tend to pop on small screens. However, if you leave your stories behind when you’re not on social, you could be missing out.
Stories should also drive your website content. Pages that describe your organization, key staff, and new products should all tell stories that draw people in. You can repurpose this content, too. Stories can also make for exceptional blog posts you can slice and dice into social media posts.
I also like to use stories in email campaigns. Instead of bashing customers with news about sales and deals, I sprinkle in behind-the-scenes stories that build excitement for new products and innovations that will come to market soon.
Grant applications also benefit from stories. The review team absolutely should hear a story about the people you’re planning to help with their grant money (and how they’ll be harmed if you don’t get the funds). Stories can also help you demonstrate why you’re a good steward of the grants they should provide.
Important Storytelling Dos and Don’ts
I encourage my clients to think about stories in every piece of content we’re developing. When the entire creative team focuses on explaining products and services in emotional terms, the campaigns tend to be more effective.
However, some concepts we develop simply don’t make the cut. Sometimes, the stories are too personal, too long, or too similar to things we’ve done in the past. And sometimes, stories just aren’t appropriate for that particular format. Don’t be afraid to pivot if the stories just aren’t working well.
Get Help Telling Your Story
Storytelling takes time and practice. If you need help developing content, coaching your staff, or deploying your stories, reach out! I’d love to help.
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