Why stories sell.

Have you noticed how some brands feel like they’re speaking directly to you, while others barely get a second glance?

The answer isn’t a flashy logo or that perfect colour palette.

It’s storytelling.

Most small business owners approach marketing with a mindset of talking about their services by listing all the features.

Or bragging about awards.

Or how much revenue they generated last quarter.

Or what kit they use on a shoot.

Clients aren’t interested in this.

You’re giving them facts - and it’s very salesy.

They don’t care for that.

They’re looking for connection.

For someone they can trust.

And stories is how you build that.

What makes stories so powerful?

We process stories very differently than data, facts and numbers.

When you share a story, your audience doesn’t just hear it - they feel it.

The emotional parts of their brain lights up - which makes them more likely to remember it.

And stories have stood the test of time - we've been telling stories since time began - and still do today.

Why?

Because they captivate us. Every time.

Stories build trust.

Have you ever listened to or read someone’s story and thought, “Wow! That’s me. I’ve been there too”?

That’s connection. That's the emotional part of the brain lighting up and feeling the story.

And only stories do that - which is why they're a very powerful marketing strategy - you can see the big brands using story again and again - for this very reason.

Elements of a great story.

A relatable hero.

The hero isn’t you.

And it’s not me.

The hero is your ideal client - and they need to be able to see themselves in your story if trust is to build - which leads to connection - which leads to sales (more on this in another newsletter).

If you’re a fitness coach, for example, your hero might be a busy mum who feels too exhausted to work out.

If you’re a personal branding photographer, your hero might be an Executive Coach who thinks a photoshoot will take too long, and is time poor.

A problem.

The problem is the thing that's getting in the way of your next client booking you.

What is your ideal client struggling with in relation to your product or service?

This is a big one, and is key to understanding our ideal client on a deeper level - without digging deep here, our LinkedIn posts are still not landing where we want them to land (right in the laps of our ideal client).

A solution.

This is where you come in.

It’s your opportunity to position yourself as the expert in your niche who understands and is able to solve the problem that your next client is experiencing.

And remember - the 'problem' is the one related to your product or service.

Emotion.

Facts tell.

Emotion sell.

Remember, our emotion influences our purchasing behaviour.

If we're hungry when we're food shopping in the supermarket - guess what? We end up reaching out for something quick and easy to nibble on in the car on the way home. I've done it many a time - and it'll be something high in sugar and fat eg chocolate.

And that's because hunger has kicked in, and my actions are driven by hunger, not logic.

How stories drive sales.

Stories create an emotional buy-in.

People buy with their emotions and justify it later with logic (me in the supermarket and that chocolate). If your story connects emotionally, they’ll want to work with you before they even check the cost involved.

And that's because they've already bought in to you.

They've connected emotionally through your LinkedIn storytelling posts which have spoken directly to them.

Stories are memorable.

People are 22 times more likely to remember information when it’s presented in a story.

And that's powerful.

The key is to use stories that are relateable so that your audience can see themselves in them. If they can't see themselves - they'll scroll on.

Simple as that.

Your next step.

If you’ve never used storytelling in your marketing, don’t overthink it.

Start small.

Share why you do what you do in your next LinkedIn post - and tag me so that I don’t miss it.

How I help photographers and other small business owners share stories.

Whether it's photography you need, or it's time to master the art of storytelling in your marketing - all can be explored on my website.

In the meantime, drop me a message - always happy to chat!

Conclusion.

You don’t need to be a natural storyteller to connect with your audience. Just start with honesty and heart - these two things are so much more powerful than any polished marketing pitch.

Anne x