How to Make Your Company Look Bigger, Now. Share Bigger Stories!

The best storytellers make the best marketers. And I don’t mean if you enjoy hearing yourself talk, but if others enjoy your stories. Everyone has that one uncle, right?

Some have suggested that it is storytelling that thrust mankind from the cave to the executive office. The one who would use stories to convince the others into action… Whether that’s to unite them, inspire them to hunt, convince them to move locations… Whatever the action, this was your earliest marketing influencer (slight stretch there, but you get the importance of storytelling).

Want Your Company to Look Bigger? Tell Bigger stories

Give your readers the details on how your product solved solutions. Touch their emotions. The more of the five senses we can trigger, the greater the connection with our potential customer. Paint the picture. Bring your product to life. Allow the reader to envision your product relieving their pain-point or frustration.

Steve Hemsley, contributing writer for Marketing Week, in his article “Why brand storytelling should be the foundation of a growth strategy” points out, “Storytelling can set you apart from the competition”.

Stories expand your company in the mind of the reader and allow you to make a human connection. And make no mistake, people do business with people, not brands. If they connect with your brand, yet can’t stand the salesman, it makes closing the sale difficult.

Storytelling allows the reader to feel the pulse of the company. See the way it moves. Unveils the life-blood. And breathes life into an institution.

Go for the “That’s Right” Moment

In his book, “Never Split the Difference: Negotiating as If Your Life Depended on It”, Chris Voss explains the two words that immediately transform any negotiation… “That’s Right.”

Voss says, “Before you convince them to see what you’re trying to accomplish, you have to say the things to them that will get them to say, “That’s right.” It’s basically that moment your reader says, “You get me! You understand what I’m going through.” And you have established a true connection.

Once you’ve established a connection you have positioned the mind of the customer that we are on the same team, trying to accomplish the same goals. We both want to see you get your pain relieved, your frustrations disappear and the right solution for your obstacle.

All because you shared a story that they could relate to.

The connection is key.

They Don’t Care About Your Product

If your only strategy is to share a scoreboard, “we have X many products doing X many things”, then the only choice you leave the consumer with is comparing scores. And you’ve probably already lost them. If all you give them is the scoreboard, then, depending on how they interpret the score, you may lose.

They don’t care about your product. They care about their solution. Speak to their pain, they’ll purchase your product.

Tell them the story of the stress. Tell them the story of the struggle. Then tell them the story of the success.

Allow them to experience what it is to do business with your company through storytelling. And when they say, “That’s it”, you’ve earned their business and no competitor’s scoreboard can compare.