Storytelling describes the social and cultural activity of sharing stories, sometimes with improvisation, theatrics or embellishment. Every culture has its own stories or narratives, which are shared as a means of entertainment, education, cultural preservation or instilling moral values. Wikipedia
This is a powerful definiton that describes the ideology behind storytelling.
Salespeople are known to use this same narrative technique of storytelling to persuade their prospects into making a purchase. Great fashion brands like Prada, Louis Vuitton and Gucci have become very successful through campaigns that narrated an emotional story to the world.
In my opinion, STORYTELLING is the mother of selling or commerce. It is both an art and a science because it creatively narrates an experience that captivates and creates an emotional connection between the storyteller and the audiences.
Storytelling is like a surgical method of selling that is both painless and effective. You can evoke emotion through humor and ultimately earn trust and loyalty in the process.
Some amazing examples of how brands leveraged storytelling to drive sales can be seen here.
Versace: The logo is the head of Medusa, a Greek mythological figure. The logo came from the floor of ruins in the area of Reggio Calabria that the Versace siblings played in as children. Gianni Versace chose Medusa as the logo because she made people fall in love with her and they had no way back. He hoped his company would have the same effect on people and on those who wore his clothes and shoes.
Starbucks is one of the most successful brands with brilliant social media campaigns. In 2018, Starbucks made a shocking £4 for every £1 spent when it deployed a strategy that used coffee cup imagery to communicate events and seasonal offers.
Starbucks took storytelling to a whole new level when it launched ‘Starbucks Stories’ a content website focused on storytelling related to the brands’ social impact.
These are just a few examples of popular brands that are leveraging the instrumentality of storytelling to boost market share and brand equity.
Askattest in one of its blogs, put it in a very powerful way when they said the aim is to make people feel something – enough that it’ll inspire them to take action. This is another way to understand the concept of Selling without Selling.
The biggest social media channels in the world today like Facebook, Instagram, YouTube and Snap chat all have STORYTELLING tools embedded into their platforms because they know how effective stories are if a business must evolve into a bigger version of itself.
What are you waiting for? Begin creating your stories and you will discover how an emotional bond with your audience comes alive.
Where do you begin? You can start small by telling narrating your journey as a start up company – maybe a story of how you started in a garage like Amazon and so many others.
Thank you for visiting Alfortal and reading this article on STORYTELLING IS SELLING. Now you may want to write your own story but don’t know where to begin, you can contact us and we will help you boost your brand equity and sales through the power of STORYTELLING.
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