Why should you use storytelling?  

Sandrine Van Swieten

Digital Marketing Consultant

Storytelling, that commercial/selling booster

Sellers have always been storytellers – this is nothing new. We like to question people. Give them an idea of what their lives might look like, if only they had product X or Y. According to Stanford Studies;

“The statistics alone have a memorization rate of 5 to 10%, but if they are associated with anecdotes, this rate increases from 65 to 70%!” 

 

“We do not sell a product. We sell a lifestyle” is a rather cliché phrase. And it’s a cliché for one reason only: because it’s true. We sell ideas. We sell solutions. Often, in the B2B world, what we sell is time, an easier life, a return on investment and/or business in addition. All these things are somewhat intangible. Therefore, in order to place them in a context that the client can identify, we tell stories, anecdotes. 

However, in the age of the modern and informed buyer, customers have become more sensitive to the way they listen to and interpret stories. Radical statements and optimism are no longer the solution, as clients have done some preliminary research. In addition, when you are in B2B sales, your customers are also salespeople. They know the rules of the game. That doesn’t mean they don’t want stories anymore – of course, that’s how humans communicate, but they want smart stories. Stories with as many nuggets as glitter. Stories that speak for themselves and represent realities with which they can both identify and project themselves.

If you provoke an emotion that corresponds to the product, you will give an aura to your argument. A good story will speak to the heart of your reader and make it easier for them to identify with your product or brand (and if you are a blogger, your brand is you!).

You can write a story to introduce a sales page, or to illustrate an example, or even create your ads entirely according to the plot of a story. This will be a real plus for your web strategy and will help you to convey your message!

But the art of storytelling will also be useful for you:

  • Write your blog articles
  • Your newsletters
  • Your product pages
  • Your e-books
  • Create your brand identity….

But you still have to know how to do it the right way. Good stories change your brain activity, making you more cooperative.

With this in mind, let’s look at what makes a good story and how we can use Storytelling techniques to ensure successful sales. That is why in my next article I will share with you what I learned from the Storytelling, in 27 detailed points. Hold on and let’s talk about it soon!

One last thing: calling it a story can immediately make you think it’s dishonest, but stories are not lies. Storytelling must be authentic. As I said, it’s the way humans communicate. We can’t do without stories. Let’s make sure we tell them right.

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