How to Connect to Customers Through Storytelling

Nothing is More Memorable than a Good Story

In today’s business environment, it’s more important than ever to generate serious personal relationships. Far too many businesses rely entirely on their social media personas and emails to carry the day. For the rest of us, that presents an opportunity to be real factors in our client’s and customer’s business lives in a way that other brands and businesses just aren’t.?

So, how do we best connect personally with our clients when building relationship marketing contacts? One of the most effective methods is through something that’s as old as human civilization–storytelling.?

People Trust a Story

People trust, far more, what you do than what you say. When establishing initial rapport, however, you rarely have had an opportunity to show a business prospect what you can do. However, a good story can effectively illustrate what you do and what your business is about.

The difference is stark. I could, for example, say that I believe in personal connections as a central piece of any business relationship–and I do. However, compare that to the effectiveness of this story. Recently, I was speaking with a business prospect. I asked them a simple question. Does your attorney know who you are? They replied that their attorney “couldn’t pick them out of a lineup”. We picked up a new client that day.?

A story doesn’t just say what your business is built on, it shows what makes your business different. And people believe it, because you’re giving them stories of how you’ve made your specialty work for your business.?

Storytelling Works Across Mediums

It’s true that everything is better face to face, including stories. However, storytelling should be an active part of your business strategy across all the platforms you’re active on. Whether it’s a web page, a social media account, a newsletter, a mailer or brochure, or in person, you should include stories that build your business brand and show business prospects what you and your company are all about.?

How to Tell a Compelling Story

Believe it or not, this is the easy part. People have been telling stories for tens of thousands of years and it’s embedded in every culture. We’re always ready to listen to a good story, and everyone has a good story to tell. Yours doesn’t have to be complicated. The best stories are simple–things you’ve done in your professional or personal life that connect your business philosophy to your clients.?

Storytelling is a skill like any other. Relax, be authentic, and your stories will find their mark.