Creating Connected Content June Series: Sell with Stories

Everyone loves a good story.

Children love to listen to a story. Adults get hooked on Netflix shows for the storylines or devour books with good plots, relatable heroes, and villains who represent common evils.

Think of the best Superbowl ads. Whether they are funny or moving, they tell mini-stories, and you’ll wade through a football game even if it’s not your cup of tea to see the ads.

So why do we love a good story (Better question…Why should we use stories to connect to our audiences?)? I’ll give you three reasons that’ll hopefully tip you towards incorporating story in your sales strategy.

First, from a neurological standpoint, stories ignite visual centers of the brain that bring words to life. Think about a time you read an amazingly authored book. As you read, weren’t you able to vividly imagine the story as if there was a movie reel in our mind? In fact, not wanting to turn the stimulating mental movie off, might be what kept you sitting on your couch or at the beach reading cover to cover. Stories stimulate the senses, and the more senses involved with exploring information, the more likely we are to retain and act upon information.

Second, when people engage stories through your business content (lives, stories, posts, videos, blogs-stories can be told through many mediums), they don’t feel you’re fishing for a sale. They feel your business cares to bring relatable content to the relationship with them. This friendly and non-pushy feel pushes your know, like, and trust factor higher.

Last, a good story makes you human. Being human in today’s content cluttered world will help you stand out from all the other “noise” calling people to buy, click, download, sign up. A story will make your ideal client stop scrolling and still their minds long enough to take in the high quality content you’re delivering. They will feel served not sold or told.

You might be saying, “Yes, Geneva! I want to build more storytelling into my content, but I don’t know what to talk about.”

Let me give you 7 ideas that any business can use to develop this powerful type of content. I want you to be able to take the content in this blog, MOVE, and see how your audience responds. I promise you’ll be amazed at how people will latch on.

  1. Tell the story of how you came into your passion/niche. What prompted you to start your business journey?
  2. Tell about how you uncovered one of your brand’s core values. Why are you committed to accuracy, the creative process, your customer service? What happened to you that made this value so important for your work?
  3. Let your customer be the hero. After all, we have no businesses if not for our customers. Tell a story of a customer/client and how you worked together towards a solution. Look at your testimonials and recall the stories behind them.
  4. Tell about why you’ve connected your business to a certain organization or cause. Talk about what/how you were moved towards this cause.
  5. Talk about your “behind the scenes.” You’ll allow them to know the care and time you put into each piece of your work. Tell about how you came up with a design, system, office decor.
  6. Talk about a conversation you had with someone this week that really impressed upon you.
  7. Describe a personal obstacle you had recently. Depending on the situation, use humor or deep emotion to tell your audience how you overcame and ask for them engagement.

These are just a few ideas. Stories can be long form content or very short. Use lots of “I” and “you,” so your listener. Remember, stories have a beginning, middle, and end. They bring your customer through a thought process that makes them reflect and connect. Your call to action and messaging does not have to directly link to your product or service. It may, but the beauty of storytelling is that you become memorable. The more memorable you are, the more business will come to you!

I hope you’ll give it a shot! Don’t say I didn’t tell you so, when you get tons of comments and dialogue back!

Go get your story on!

Geneva