Creating Compelling Stories to Captivate and Motivate Buyers
Whichever industry you may be in, storytelling is a seldom-used key to success that you need to start utilizing. Stories resonate with people on an innate, scientific level as chemicals in the brain are released in response to stories and ultimately allow listeners to feel a wide range of emotions. Happiness, empathy, connection, motivation, hesitancy, and fear are all possible responses in the human brain. But which of these emotions will a user identify with your brand? That is in your hands, depending on what story your brand tells. An authentic story undeniably makes a brand more memorable, and a meaningful story can make the brand feel trustworthy as well.
Connecting with customers through stories is a tool often overlooked by businesses, especially small businesses and entrepreneurs. At TAS, we are here to change that narrative. By taking advantage of this compelling tool, start attracting more customers to your business, boost brand perception, and encourage engagement. Here’s how storytelling can help you win over potential customers:
- Capture their attention
- Foster a connection
- Encourage them to take action
- And ultimately, establish the value of the product or service you want to sell.
“Storytelling, when done right, will pull a consumer into the world of a brand to see a different perspective, showing them the bigger picture. The story is an invitation for someone to participate in something bigger than themselves, something they believe in.” Joe Teo, CEO at Hey Orca
When Storytelling Becomes StorySELLING
Extremely successful companies such as Airbnb, Nike, and Dove use stories to supercharge their sales and boost success in their businesses. At this intersection of storytelling and driving sales is where the fabled “storyselling” concept begins. A prime example is Nike’s 1999 commercial which brings their brand to life while commemorating the legendary career of basketball icon Michael Jordan. Following Jordan’s retirement, Nike’s emotional highlight reel of the star’s incredible career undoubtedly brought tears to the eyes of every basketball fan. The commercial displayed photos and videos of Jordan’s greatest moments going back in time to his childhood. It ended with soft classical music along with a photo of Jordan as a child and the slogan “Just Do It”, followed by the classic Nike logo. This commercial offers a perfect example of expert storyselling as Nike tugged on the heartstrings of all basketball fans, connecting with them on an emotional level by sharing a heart-warming account of Michael Jordan’s life. Weaving a captivating story with a brand message, as Nike did, is the perfect way to leverage storyselling and propel brand success. To get you started in integrating storyselling into your marketing strategy, we’re sharing our top four components of storyselling:
- Transparency: Utilize your stories to offer an element of transparency to your audience. Offer an insider view of your brand’s values and mission, and let your audience know what is truly important to you as a business.
- Curiosity: Play into the audience’s curiosity, and grasp their attention with a storyline that is relevant and interesting for your target audience.
- Clarity: The more clear and concise your story is, the easier it will be for your audience to remember and be motivated by it. Don’t overcomplicate it!
- Positivity: Most importantly, be sure to depict a positive narrative to your audience, and leave them with an optimistic feeling – therefore, leaving a more memorable, more positive impression of the brand.
Tell Your Story, Increase Your Sales! TAS Can Help.
At TAS Belize Limited, our mission is to help you TELL your story and SELL your story. We are here to help you present the best possible version of yourself to your clients. By creating websites, producing engaging videos, designing, and developing innovative digital user experiences, we are equipped to enhance your marketing strategy with storyselling and so much more.
Tell Your Story. Reach More People. Close More Sales.