Selling with Storytelling
On a snowy afternoon, Ramzi and Zaid were enjoying their Americanos when they learned their favorite café was closing. The owner, old, tired, and worn out by rising costs and years of running the shop, could no longer keep it alive. Sad to hear this, the two friends thought of ways they could keep their favorite corner café running.
Instead of letting it go, they decided to take a chance: buying the café themselves. With the help of our Small Business Loan, they kept its doors open and its memories alive.
Keeping a dream alive shouldn’t be that hard. Apply for our Small Business Loan today.
You read the entire story, right? And you didn’t expect that this is something a bank would share to promote their loan package, right? If this were a story a bank salesperson would share, did they start with listing the features and benefits? No. Did they announce the bank’s facts and statistics? No. They started with a story—a story a small business owner will likely relate to and has even experienced.
This is selling with storytelling.
Storytelling is a smart, compelling copywriting tactic used to capture your audience’s attention, because:
- They can relate to it.
- They build an emotional connection to your brand.
- You’re selling your product/service without sounding too “salesy” and pushy.
How can you implement storytelling into your brand’s content?
There are so many creative ways! And here are a few:
The Brand’s Story
Every brand has a back story. Karen Wazen (a Lebanese influencer based in Dubai) shared how she started her sunglasses brand: She was always insecure about her big eyes when she was younger, and turned to sunglasses to hide them. With time, she turned her insecurities into a brand that changed her life forever. When people read her story, they can relate because they may also have insecurities.
A Brand’s Persona
Create a persona or character that your audience can relate to—one with human characteristics and relatable actions. Make this persona the star of your brand; how they use your brand and the struggles they face (struggles your target audience faces).
Behind-the-Scenes
In a picture-perfect world, people are just tired of only seeing the “perfect results”, making everything seem “unachievable”. You can share the trials and errors you’ve been through, like if you’re an artist, share how you accidentally ruined your color palette or messed up your ceramic vase. If you’re a yoga instructor, you can share how difficult it was to reach this level of body agility when you first started. People can relate to such stories and trust such brands for sharing their raw, realistic, human journeys.
Client Testimonials:
People always love to hear what others have to say about their experience with your brand. Always ask for testimonials and share them.
Narratives
Write narratives like the example above. Create scenarios, use everyday language, and build context around something your audience has experienced and can connect with. This builds loyalty and brings them closer to your brand.
Storytelling is a simple yet impactful way to capture the hearts of your audience. Always remember to add emotion to your writing, but just don’t turn it into a Shakespeare play ;).
