Business Storytelling: Why do people buy from a brand?
Whether you are a business that sells a service such as digital marketing, photography or a business that sells a product such as Apple iPhones or even as simple as a screw. There’s a story behind it. A story behind why you started it. Why you thought that could be the next big idea or why it could make you money.
Stories are compelling. They grip your audience. Everyone loves a good story. If you don’t communicate that story to your buyers, you’re taking away one of the most essential elements as to why people buy things, to put things more in perspective, you’re leaving money on the table.
“People don’t buy what you do, they buy why you do it.”
- Simon Snek
Business storytelling is how you get people to engage with what you do and form a connection with them that lasts.
Three questions to ask yourself if you are an entrepreneur who wants to grow their business:
- Why are you doing what you’re doing?
- How will this help your audience?
- What are you offering?
These three questions will not only help you understand your business so much better but also help your audience connect with you on a deeper level if you communicate it in the right manner.
Now, how do you tell your business story?
1. Alignment between your business and prospects or customers
Business storytelling is more than what you write on your website or even your social media handles. It is your value and mission, the core of what your business believes in.
See, the world of digital media is growing so enormously that there is content thrown at the audience consistently.
For your story to stick by your audience, you have to be genuine and be able to communicate it consistently without being too “in your face.”
2. The goal is to make a human connection
Your goal is to resonate with people, people that need your help and guidance. Your business story will help your prospective buyers make a sense of decision.
Business storytelling isn’t just the history of your business. A story is why you’re doing what you are doing in a way that appeals to your audience. Storytelling can make your prospects the main character because they relate to having that certain problem and your business providing them with a solution. It maps the distance between the problem and the solution.
3. Standing out
I know it sounds cliché, but stick with me here. Chances are you’re not the only business that does what you do, therefore, in a crowded marketplace, you need to stand out. Your idea could be similar to another business but your story is always different.
So, you think, you provide the best customer service among your competitors but that’s not your story. Your story has characters, conflict, and resolution.
Your story helps you stand out, not blend in.
4. Logic gets forgotten, emotions are shared and remembered
Many companies play it safe and use data and ROI to attract customers. Don’t get me wrong, that is important but logic often gets forgotten.
Ask yourself, do you remember a company because of its good ROI and amazing statistics? (let’s keep the share market an exception). Now, think whether you read a good business story of why a business did what it did and if you remember it. Humans never forget what touches their hearts and ignites their emotions.
Emotion gets shared. Emotion is remembered. It’s about appealing to the emotional side of your customers than the logic of why you do what you do.
Stories are how the audience remembers. Use stories to better engage and most importantly, teach your audience. Not only will it provide for your audience to know your business better and remember it but it will also build a very loyal customer base.