Good stories capture people’s attention and emotions, and also change their perception towards people or things. Similarly, effective storytelling in business stimulates the audience’s interest in a brand by capturing their attention. As a business owner, it is important to note that customers are more interested in how you will help them solve problems rather than the products or services that you are selling. They want to know your intentions, how you have earned an excellent reputation and why you care about the community among other issues.
Effective storytelling in business has several benefits. It makes the business more human such that people can connect with a brand easily. Brands that tell their stories well also inspire young entrepreneurs. The customer loyalty and trust that businesses gain through storytelling boost sales and growth for the company.
How do you build effective storytelling in business? Here are 8 tips that you can use to win the hearts of customers.
1. Talk about the problem that your business solves
Selling an innovative product or service is necessary for business growth. However, you will not gain any sales if you fail to talk about the need that you are trying to solve. As an entrepreneur, you should know that customers do not value what you do, instead they value why you do it.
For instance, if you are a fitness trainer, it is wise to tell them why you decided to pursue that career? Is it because your family suffers from health-related complications and you wanted to help people overcome it? Did you suffer from low self-esteem because of being unfit?
Such stories enable you to attract the right customers who are in similar situations or those who want to avoid such predicaments.
Using customer stories is an essential tip for effective storytelling in business. People want to hear real stories and testimonials about how a product or a service helped them. Positive customer stories enable other people to believe in the business. As such, a company gains following and its market expands.
2. Use customer stories
An example of a company that has succeeded in using customer stories to attract customers is Airbnb. In case you did not know, Airbnb creates an online platform whereby homeowners can sell their property for rental purposes. People use the company’s site to book accommodation in several places around the globe. Instead of creating boring ads, Airbnb uses customer stories to reveal the success of its business.
You can tell customer stories on your blog or any online platform to show the credibility of your business.
3. Talk about the challenges and failures of your business
Revealing to the audience about the history of your business is an effective storytelling strategy in business.
Undoubtedly, entrepreneurs experience challenges and failures before becoming successful. Telling the audience about the number of times and ways in which you have failed enables them to connect with your brand. Tell them how you overcame joblessness, depression or hopelessness while creating your business.
Additionally, communicating about how you overcame the hard times helps aspiring entrepreneurs to believe in the brand. Talking about the failure in your business can be tough but it’s a way of telling the story of your brand to attract customers.
4. Make predictions in the industry
If you have established your business, it means that you are an expert in your niche. You understand how the industry works and the trends over the years.
A good way to use such knowledge is to make forecasts and also give opinions about the industry. If your predictions are proven by facts and data, customers and other stakeholders will look up to you as an expert and thus connect with your brand.
Google is an example of a company that has earned credibility due to making predictions that are proven by facts. Every year, the company produces ‘Year in Search’ videos to reveal the most searched for information. Through this, the company tells its story as well as comes up with predictions about several aspects of consumers. This is an example of effective storytelling in business.
5. Reveal how processes work in the company
Customers are very curious to know how products work and how services are delivered. Providing instructional stories enables customers to view the company as an expert in the field. It also proves that the seller is knowledgeable about what they are offering the customers.
An example of a company that has revealed how products work is Imagine Care. This is a Kenyan-based company that provides pest control services. The company came up with a website and offers all kinds of information about their services and how the products they sell work. Due to this, it has earned the loyalty of many customers as can be viewed from the customer testimonials.
If you wish to attract more customers to your business, you can come up with a blog and share your business processes.
6. Create stories that spark emotions
Business storytelling can only work if you can convey information that sparks emotions. Remember, people are looking for stories that will inspire them to become better. They are looking for information that will restore their hope in achieving their dreams. As such, cover their aspirations, fears, and desires so that they can connect emotionally with the brand.
An example of a company that has been in a position to capture the emotions of the audience is Safaricom. Safaricom is the leading communication company in Kenya. In its digital campaign dabbed #NaweKilaWakati (with you all the way), the company uses inspirational videos to encourage people.
While there are several content marketing strategies, entrepreneurs should also focus on effective storytelling in business. Since businesses keep changing, storytelling should be done consistently to inform and engage customers.