Facts Tell – Stories Sell

In the dawning ages of humanity, when the world was young and our ancestors first discovered fire, they huddled around its comforting warmth, their faces illuminated by its flickering light. With shadows dancing on the cave walls, they began to weave tales - tales of hunting exploits, of close encounters with fierce beasts, of gods and stars. It was the birth of storytelling, an ancient ritual passed down from generation to generation.

You see, there's a magic in stories. They are the invisible threads that tie us together, allowing us to traverse time and space. Through tales, we experience the adventures of those who lived before us, and dream of those yet to come. Stories ignite our imagination, push us to reach for the stars, and inspire us to be better.

But why do we, as humans, crave stories so deeply? It's not just about entertainment. Deep within the intricate maze of our brain, every time a tale unfolds, a beautiful chemical dance takes place. Oxytocin, often dubbed the 'love hormone', floods our system. It's nature's way of ensuring that we bond, that we trust, that we connect. So, when we lose ourselves in the gripping narrative of a protagonist's journey, we aren't just being entertained; we're feeling a connection, forged by millions of years of evolution.

The thing we must remember is that, while raw facts and figures might impress our minds, it's stories that truly leave an imprint on our souls. A list of data might be forgotten by tomorrow, but a touching story? That could be remembered for a lifetime. That's why, in marketing, where the race to capture attention is fierce, the most successful leaders and marketers don't just present facts – they tell stories.

For in a tale well told, we find reflections of ourselves, and the promise of who we might become. And so, from the ancient caves to the towering skyscrapers, the tradition of storytelling continues, as timeless and powerful as ever.

As a business made simple coach, one of the areas I coach is the StoryBrand Framework developed by the best-selling author Donald Miller. This framework encourages businesses to think about their story in the same way as a motion picture might be scripted.

In a typical movie, there is a hero who is trying to achieve something but is facing obstacles. A guide enters the story and shows the hero what success looks like and gives them a plan to achieve it. The hero then takes action and overcomes the obstacles to achieve their goal.

Businesses can use the StoryBrand framework to tell a similar story about their brand. The customer is the hero, the business is the guide, and the product or service will take the customer from where they are now to where they want to be. The business needs to give the customer a simple plan to demonstrate how easy it is for them to take action and change their lives.

For example, a business that sells weight loss products might tell the story of a customer who was struggling to lose weight. The customer felt frustrated and discouraged, but then they discovered the business's products. The products helped the customer lose weight and achieve their goal. The business is the guide who gave the customer a plan on how to achieve their goal.

Because every target market is different, they are likely to have different needs, wants, and aspirations. This means that you need to tailor your stories to your specific target market.

For example, if you are selling baby products, your stories could focus on the joys of parenthood and the importance of providing your child with the best possible start in life. If you are selling fitness equipment, your stories could focus on the power of transformation and the importance of achieving your fitness goals.

Dove's "Real Beauty" campaign for example challenges traditional beauty standards and celebrates the beauty of all women. The campaign features stories of real women of all shapes, sizes, and ages.

So, to conclude, storytelling is a powerful tool that marketers can use to connect with their customers on a deeper level. By tailoring your stories to your specific target market and by creating authentic, relevant, and emotional content, you can use storytelling to build deeper relationships and attract new customers.

Paul McCartney is a veteran of the commercial radio industry where he dealt with thousands of small and medium sized businesses over a 27-year career. He launched, managed, and turned businesses around during his career and has a passion for good sales and marketing, the engines of a good business. He was awarded an MBA from the University of Leicester in 2008 and lives in Kent with his wife Josephine.