If You Tell It, They Will Come

Why–and how–storytelling benefits your business. 

Over the last few years, you’ve probably heard that storytelling has become an increasingly valuable tool to market your business. As a culture, we watch movies and TV shows, read books, listen to podcasts, and follow social media accounts. But why are we drawn to stories? And how does that translate to marketing your store, or selling a product?

Like most stories, we start at the beginning. People have been telling stories for thousands of years as a way to make sense of the world around us and to form a link with others. Myths were used to explain events, constellations, disasters–the why’s and where’s. Storytelling is–and was–so effective because it taps into our innate human desire for connection and understanding. 

Connecting with Customers 

That desire for connection has carried over the years. The stories that you share as a business allow you to connect with your customers on a personal level and create a deeper emotional connection with them. This emotional connection is crucial for building brand loyalty and establishing a strong relationship with customers.

Show Some Personality

Another key aspect of storytelling is the ability to showcase your values and personality. By telling stories that align with your business, you can create a strong sense of trust and credibility with current and future customers. This is particularly important in today’s market, where consumers are becoming increasingly savvy and are looking for brands and businesses that align with their own values and beliefs.

Stand Out and Stand Up from the Competition

Use storytelling to differentiate your store from competitors. With so many stores (including online) vying for the attention of your customers, it can be difficult to stand out. By telling unique and compelling stories, you’ll make your store unique, and create a strong sense of brand identity. 

This will also help potential customers remember you. Researchers at the London School of Business found that people retain only 5% to 10% of information if it consists of data alone. But when they hear a story, they remember 65% to 70%. 

Be Relevant & Relatable

In addition to these benefits, storytelling is also an effective way to increase engagement and drive conversions. By telling stories that are relevant and relatable to your target audience, you create a sense of connection and engagement that encourages customers to take action––whether that’s making a purchase, attending an in-store event, or sharing content on social media. 

There are multiple ways to harness this powerful tool, from carrying a product line that has a unique story to utilizing video and social media advertising. If you’re interested in learning exactly what you can do to implement this into your store’s marketing, we’d love to set up a call with you. Contact Mary Lyons at Mary.Lyons@nullharmongrp.com