As a child, as soon as you read “Once upon a time…”, you knew you were about to be taken to a far off world filled with castles, princesses and dragons. Now that you are an adult and working in the business world, you may have found that these four words can be useful in marketing as well.
Storytelling has a proven primal effect to drive people to want to purchase products. Still, many marketers neglect the power storytelling can have on their sales process and instead of painting a picture of how a product will be used, they make their message dull and lackluster making it more difficult to land the sale and get your customer to want to do business with you.
For your next campaign, take a lesson learned from your favorite book and spark excitement with your customers.
“If you tell me, it’s an essay. If you show me, it’s a story.” ~Barbara Greene
When a person lands on your website, you have a very quick eight seconds to make an impression. If a person thinks they are going to have a sales pitch pushed on them, they may be more likely to leave your site and go to your competitor.
On the contrary, when you use a story to show your prospective customer how your product will help them achieve what they are after and more, they are more inclined to gain a mental image around what exactly your product can do for them. This story can help them realize what is possible by using their product which can strike their emotions and make them more likely to purchase.
“Stories tell us of what we already knew and forgot, and remind us of what we haven’t yet imagined.” ~Anne Watson
As a marketer, you want to show your customers that your product or service will not only meet their expectation, but exceed what they want from your business. When you exceed expectations before your customer has even used your product, you have grasped their attention in a way that will impress them and keep them wanting more from your company.
Creating a visual of how your product will go beyond what they can imagine it will do helps to incite an emotional reaction and make them more likely to pull the trigger and buy from you. This is the extra push that some marketers lack in their copy that can be the difference between a sale and a lost opportunity.
“Storytelling reveals meaning without committing the error of defining it.” ~Hannah Arendt
With storytelling, you as a business have the opportunity to give your prospect the ability to imagine using your product and help them to visualize the results they will have by working with you. This can have a powerful effect over the brain and the emotion that goes in to making a sale and can help you to dramatically increase your conversion rates.
Have you used storytelling to help your business drive sales?