Why Stories Are an Essential Component in Marketing and Selling
Ever wonder why certain people seem to have a gift for engaging clients? We are drawn to the charismatic and the friendly. These people can be very confident and possess a unique charm that is difficult to capture. But the fundamental ingredient of what these amazing people offer us is the one thing everyone is passionate about in communication: stories.
You can tell great stories in your pitch or marketing campaign, and you will have a ready audience. This is a guarantee.
It’s simple to see – entertainment is all about good stories. The best-selling novel, blockbuster movie, hilarious joke, and the moving play are just a few examples of the entertainment industry’s core. We listened in silence as our parents read us our favorite stories until our eyes failed.
As much as we all crave good food and wine, our innate thirst for stories is as intense. A clever story can make your potential clients smile, just as an excellent meal can.
Salespeople and marketers who are intelligent and savvy will use stories to promote and pitch. Levels not only enhance social, interpersonal skills but also alter brain chemistry, making listeners more open to ideas and thus increase their willingness to listen. A team from America has shown that people who release oxytocin are more trusting, empathic, and open to the ideas of others.
Today’s brands are aware of the power of stories to add emotion to their promotions. This can help steer potential buyers away from a strictly logical and factual brand and show a friendlier side. Marketing departments will likely employ a brand content director to help them promote their products.
What are the critical elements to creating compelling stories in selling and marketing?
Honesty, integrity, and consistency
Creativeness is a critical ingredient in any story. Be careful, however. You want the story to be accurate and consistent with your brand’s products and services. Your brand stories can confuse leads and cause them to turn away. Be consistent with the brand message and be transparent.
Create personalities your buyer can relate to
A good story is characterized by a dynamic and easily identifiable character that the listener can relate to. Your potential buyers will relate to them if the characters are an extension of their own feelings. A charismatic personality gives life to the brand and makes it relatable to buyers. This is known as borrowed interest in advertising.
Your clients will love the characters you choose
The stories and characters that represent your brand need to be grounded in reality. Potential buyers and clients must feel connected to the stories. They should interact with the brand in the same way.
There is a middle, a beginning, and an end.
A strong opening should engage the listener. Your story’s middle section should introduce your characters and explain the problem. Your story’s end will resolve the issue, whether it is overtly or covertly.
Always sell page-turners
The best-sellers are the ones that keep the pages turning. These stories keep readers guessing. Keep your audience interested by making your stories more than just a product vehicle.