Research has shown that one of the principal influences on the consumer’s decision whether or not to buy is whether or not they actually like your brand and products; obviously they won’t buy something they actually dislike, but they are much more likely to buy if they have the positive emotional engagement that “likeability” confers.
If you can create a good story that makes your brand or products seem more likable, that will have a more significant impact on your potential purchasers than anything else you can do.
Research has also shown that a television commercial that tells the story is three times more effective, and a written advert that tells a story is twice as effective. Your story can reach out and pull in your potential customers in ways that raw data can’t match.
If you tell your customers a story, they’re not just considering the fundamental virtues of your product; they are becoming emotionally and mentally engaged with an experience. Even if (and it’s a big if) they take in the facts and figures you give them, they’ll soon be forgotten, but if they have become emotionally engaged with a story, they won’t forget it.
It’s not only an emotional linkage that makes the story linger long in the memory; if you’ve got a good story in your marketing, it makes you stand out from the rest. The Internet is unimaginably vast, containing virtually all the world’s facts and figures; a good story stands out against the background noise and grabs the attention. With almost any subject, you can go online and find hundreds, thousands, if not millions, of articles all offering the same facts and figures, and the same tips.
People are much more likely to decide to choose your marketing if they see that there is an interesting story attached to it; that gives you a unique selling point to make your marketing special.
The most effective way of marketing online is not to try and sell a product directly, but to give your audience entertainment and information. A good story will embed your content in your audience’s mind, so that the next time they need the product or service you’re offering, they will automatically remember you.
Stories are just about the most effective way of creating this link. They forge emotional connections between your market and your product and brand. The psychological influence of stories can increase the effectiveness of your marketing, and in the long run, the tremendous growth of your company.
Five of the Best Ways to Influence an Audience With Your Story
In this type of story, you tell your audience about your company or brand history. Stories are a vital way of connecting your brand with the audience, as they are the foundation of the brand image. The company story will generally let the audience know about your beginnings, your aims, and how you got to where you are today. These stories are often most effective if they are conveyed in a personal way by the company founder or early employees.
It’s often very effective to give the audience a personal story drawn from your life. This story could tell of how you managed to overcome difficulties or how you reached your current position. You could relate a simple incident you’ve seen that is linked to your brand or product and your target audience. Personal stories are often most effective if they tell of some challenge that you have overcome.
These stories let your audience know a little more about your product. You can talk about product development, why you invented it, how you overcame challenges related to production or how your customers have found the product useful.
Customer stories let your audience know about how your customers use your products or services. These are some of the most effective stories as they show how potential customers can benefit from what you have to offer. People relate to these type of stories, putting themselves in the place of the customer and understanding what the product could do for them. These stories are always the most effective if they resemble real life.
Employee stories engage the audience because they give your company a human face, show how everyone works for the customer’s benefit, and share your corporate culture.
Want to find out more about how sharing your personal or brand story can boost your business? Contact me and let’s chat! I’ll get in touch soon.About Monica Davis
Monica Davis is an award-winning TV producer and host, media coach, and storyteller with 20+ years of experience in the media industry. As the President of Atela Productions, she’s helped hundreds of professionals, entrepreneurs, and top CEOs worldwide advance their companies through creative brand narratives, which have attracted such benefits as more clients and customers, new speaking opportunities and lucrative business partnerships. Atela Productions is the recipient of five 2019 International Gold Hermes Awards. Sponsored by the Association of Marketing and Communications Professionals, the awards honor the best of the best who conceive, design and implement innovative ways to brand, market and communicate.
"Thank you very much indeed for helping us tell our story. This is brilliant Monica. We were just talking about how we could use it to help grow our company!"
Jo Clarkson, UK Operations Director, The Alternative Board (UK)