Business storytelling: Recipe for success

Business storytelling is a powerful strategy that enables brands to engage with customers. Companies can inform clients about their products or introduce them to their brands by creating a story. 

What does business storytelling mean?

Business storytelling refers to the technique of telling an emotional story as opposed to listing dull facts. Giving your clients a narrative will make you stand out from your rivals. This is a great way to communicate with your audience on a more personal level. 

First of all, to make customers choose your brand, your story should contain information about the principles and values of your company as well as a smooth sequence of facts that guides the reader through your narrative. Brand storytelling aims to show your intended audience the vulnerable and human soul behind your products. It proves that you don’t just make money but also have a story to share and an impact to make.

Storytelling is our obligation to the next generation. If all we are doing is marketing, we are doing a disservice, not only to our profession, but to our children, and their children. Give something of meaning to your audience by inspiring, engaging, and educating them with the story. Stop marketing. Start storytelling.

Laura Holloway, Founder & Chief of The Storyteller Agency

Why you should try business storytelling

The use of storytelling in business has numerous advantages, such as:

• Contributing to your audience’s and employees’ better immersion and understanding of your brand’s concept and principles

• Leaving a long-lasting impression. The longer a person keeps your company in mind, the more probable it is that they will buy your product. People are more inclined to remember stories because they connect with them on an emotional level

• Activating emotions and feelings. Action is more likely to be sparked by strong emotions

• Increasing consumers’ devotion. People stick with companies with whom they have an emotional connection 

• Making your company stand out. By engaging your audience through storytelling, your brand may differentiate itself from the competition

• Convince customers to act. Your customers will be more likely to purchase your product if it’s part of the story they like and support

Storytelling marketing strategy 

1. Select your target market

The first thing you should do is figure out to whom you are going to present your story. Also, decide the story’s main objective. It could be introducing your brand to your customers or selling a new line of products.  

Conducting market research will reveal what your target market is. Who are your present clients? What kind of clients are you trying to attract? 

2. Choose your message

Now think about the message you want to convey to your target market. Determine what message you want to convey, and what lasting impression you want to make on your readers thanks to it. These specifics will be the framework of your story.

3. Create a character

You can’t have a story without a character. This is someone or something that will save the day. Make the character relatable to your target market. The objective is for customers to identify with this character.

You can’t have a story without a conflict and a resolution either. You should place your character in a situation that is real for your target market. Your customers will feel as if it could happen to them at any time.

4. Write your story

You may first compose the first version and then revise it untill it’s what you want. At this point, you will probably need the help of a professional freelance copywriter.

The conflict of the story should be resolved thanks to your product.  Seeing it, people will imagine the ways in which your brand’s product can benefit them. 

Don’t forget about adding a call-to-action. After reading your story, what action do you want your audience to take? 

Checklist for effective business storytelling:

• Don’t make it too complicated. Your customers won’t stay for a story that is hard to remember 

• Be sincere. Your story will be able to reach out to your audience more effectively if you are sincere and authentic

• Make it enjoyable. Amusing stories can keep readers' attention for longer

• Make it universal. Universal stories are able to connect with a larger audience