Trends & Insights

Tell More, Sell More: The Art of Storytelling

Eric Gordon

Hershey POV: This article for the Trends & Insights pillar features five steps to great storytelling about products. Keys to telling stories that produce sales include taking a personal approach, knowing the audience for your product, and content planning. A crucial takeaway is that stories create emotions, and "emotions lead to sales." 

There are many sales tactics and techniques that you can use to bolster sales and increase profit. Storytelling remains one of the more effective techniques. Simply put, people love stories. And every product or service has one to tell. Why do they work? They work because they engage people emotionally.

The best way to introduce your product or service to potential customers is to tell them a story. Let’s take a step-by-step walk through the basics of marketing storytelling.

1. Discover Your Story

Discovering your brand’s story is like finding your voice. It has to be original, personal and easy to comprehend. These promotional stories can vary in content. You could, for example, tell how your company was founded, or what your production process looks like.

Personal experiences from customers make powerful stories that generate sales. How they use it, why they use it, what your product means to them—there’s emotion in these things. And emotions lead to sales. Where to share these stories? Across multiple platforms, from your landing page to social media.

2. Know Your Target Audience

As the saying goes, think before you speak. Plan what stories you will share. Know your target audience. Consider their age, shopping habits, needs or wants from your products, and more.

The more you know about your customers, the easier it will be for you to customize your stories for them. You don’t want to bore your audience or offend them. You want them on your side, immersed into your storytelling.

3. Make It Personal

The best way to tell a story to your target audience is to take a personal approach. Sounds simple? It’s not. It has to feel real, not forced or artificial.

This is why you have to analyze your business as if it were a person. What kind of personality would it have? Once you find that, go with it. Let your brand tell its own stories.

Always ask for feedback, especially on social media. That’s how you create engagement and brand loyalty. That’s how you interact and create followers. Your audience is your customers, and they love being involved in your stories.

4. Create a Content-Production Calendar

It’s a well-known fact that content is the foundation of effective marketing. Each post you publish online is another chapter of your story. You should have those chapters ready in advance, which is why you need a content-production calendar.

While you can create a content calendar from scratch, all by yourself, you could also use apps or software tools for this. The most important thing is to post at regular intervals. For example, if you make four Facebook posts in one day and then post nothing for a couple of days, your audience might forget about you.

5. To Sell More, Keep Them Wanting More

When you create a compelling story, your audience will hang on to your posts and even look forward to them. This can bolster brand recognition and even produce increased sales.

Always leave your audience wanting more. Each post—blog, social media, Tweet—should have a cliffhanger that leads into the next aspect of the story. This will keep your audience tuned in to your brand.

These five steps are simple, but you need to work hard on each one of them. Don’t regret the time you spend planning your marketing stories. Planning eliminates risk.

Use your landing page, your blog, your social media channels. Reach out to your audience and give them stories about your brand that will turn them into customers. That’s how you turn stories into sales.

This article originally appeared in Sales Engine. It was written by Eric Gordon from Business2Community and was legally licensed through the NewsCred publisher network. Please direct all licensing questions to