How can you creatively include storytelling in your product or service offerings?

Some ways in which you can include storytelling to sell your product are: - Define your target audience and craft a compelling story around that. -Target pain points and troubles your audience faces. -Tell your previous customers stories and how you helped them. -Include your founding story. -

As a LinkedIn copywriter for company leaders, I often encourage my clients to share their 'founder's story'. I recently helped a client detail the creation of his company's logistics department. His story highlighted his commitment to his clients by showcasing how he utilised his problem-solving skills to establish a new branch in his business.

Infusing storytelling into your product is like adding sprinkles to ice cream – it just makes it better! Craft a narrative around your offering, turning features into a compelling plot. Your product becomes the hero solving real-life challenges. User manuals? More like adventure guides. Transform mundane transactions into epic tales, leaving customers eager for the next chapter. After all, a great product doesn't just fulfill a need or solves a pain point; it tells a story that customers can't resist being a part of. It's not just a purchase; it's an invitation to an enthralling brand story with your customer as the protagonist!

Storytelling is one of the most compelling and emotional tools to employ in branding or any other aspect of business. If there were just a rigid structure that everyone followed, genuine connection through empathy would be unattainable.

Behavioural science suggests that people often look to others for guidance and validation. Brand stories, especially those featuring real customer experiences or testimonials, provide social proof that can influence the perceptions and decisions of potential customers. Trust is a crucial factor in consumer behaviour. Sharing authentic and transparent brand stories contributes to trust-building. When consumers perceive a brand as genuine and transparent, they are more likely to trust and engage with the brand.

To commence showcasing and selling the brand, it is imperative for the brand to break free from non-selling cycles. Displaying testimonials and reviews is akin to the prestigious AMEX black card—highly expensive but unequivocally worth it.

A brand narrative is what consumers are already saying about your brand. By diving deep into market research, you can streamline this message to make it easier to share.

In my experience, constructing a brand narrative serves as an essential tool and guide, reminding both the brand and oneself of its values and distinctive qualities.

Sharing brand stories can offer several benefits from a behavioural science standpoint. Some key advantages are... 👉 Social Proof: People seek guidance from others. Brand stories, especially with real customer experiences, provide social proof, shaping perceptions and decisions. 👉 Cognitive Ease: Stories simplify complex information, enhancing engagement and retention compared to dry facts. 👉 Identity & values: Brands reflecting personal values attract consumers. Stories highlighting shared values create affinity, fostering support. 👉Trust Development: Trust is pivotal in consumer behaviour. Authentic brand stories contribute to trust, signalling genuineness and transparency.

As a Sales and Messaging Mentor I’ve see a real move towards incorporating storytelling into your content. What you’re seeking to do with your content is create a genuine reason to read on. It’s also far easy to remember information shared with you in a story format that simply a collection of numbers. The reason that storytelling is so powerful is because as human beings we most naturally want to find something in common - that is a feeling of connection. It also enables your audience to connect with you on a deeper level, distinguishes you from others who might offer the same service and it’s just genuinely more enjoyable. Consider how you can share what you do and your successes of clients in the context of relevant stories.

When it comes to thinking of content ideas most ideas are finite but when you repackage the same information in a variety of ways you tap into the different ways your audience and potential audience may like to receive information. If you took a straw poll of your followers and ask them how they like to absorb content, you will get different opinions. Social media app offering differing formats like video, static pictures and video, because they want these formats to be used. Precisely because of the reason shared above. And finally consider that most people need to see the same message 7+ times before taking action, so make it easy for them to do so, be sharing your consistent messages in different formats.

An effective way to use storytelling on LinkedIn is through carousel posts and videos. You must remember to adjust the content format to your target audience's preference. For example, those working in marketing prefer short-form videos above all other styles of content.

Use the most unexpected places to tell a story—something that would be easy to leave as is. It's the perfect opportunity for your story to shine through. Consider warning labels, informational content, or spaces where there's an assumption of the expected. Surprise your customer, and your message will speak louder.

A clever technique to gain a fresh perspective on the brand is to articulate it from a third-person viewpoint. An example for a personal brand could be: 'Kristina has been consistently improving her skills to attain the Top Voice label.' Reflecting on my own efforts, I can discern the dedication and hard work invested in achieving my goals.