Why Storytelling Will Unlock The Power To Your Sales & Personal Success

Hard selling is out.

Sure–?there's a time and a place, like our favourite infomercials...

But if you're in sales or any customer facing role... you know hard selling feels inauthentic.

This is where storytelling comes in.

Storytelling has been with us since time began.

Like The Dreaming, the period in which life was created according to First Nations culture.

We also grew up with stories, ones that you would beg mum and dad to read you to fall asleep.

And as much as they shape our personal life... stories are also the way we buy into something.

Did you know, wedding rings are only a relatively new "thing".

It was actually an ad campaign that 'invented' the diamond engagement ring.

Prior to this campaign, diamond rings were unusual to offer during a proposal...

"In 1940, only 10% of first-time brides were receiving diamond engagement rings; by 1990 that number had skyrocketed to 80%." (The Eye Of Jewellery).

So, what happened?

In 1947, the worlds leading diamond manufacturers, De Beers, were looking for an ad agency to help their declining diamond sales due to economic downturn and war.

De Beers needed a marketing strategy to turn diamonds into an emotional asset.

How could a diamond be paralleled to eternity, love and social status? Marriage.

That's when one of the most iconic slogans of the 20th century was coined, "A diamond is forever".

A slogan that revolutionised and reshaped the diamond industry, as well as what "love" symbolised.

Diamonds were being pushed as the most romantic purchase a man could make for his partner.

Again, emphasised in this 1997 commercial, “How else could two months’ salary last forever? A diamond is forever. De Beers.”

"Not only are they highly romanticizing the need for a diamond, but they are already putting a price tag on it. Men are being told what to spend and women are being told that this is what they need in order to get engaged and having a loving relationship." (The Eye Of Jewellery).

As highlighted in this example, it's not actually the product–?it's what the product tells the story of–?LOVE!

We've seen many examples of storytelling in successful advertising campaigns.

Nike 'Just Do It',

As well as AirBnb's new ad campaign, 'Rooms', which tells the story of people's AirBnB experiences...

"We invited photographers to spend a few nights in Airbnb rooms with their family and friends, shoot photos of their stays, and send them back to us. We then interviewed the guests, edited the photos together with iconic songs and the result captures the unique experience of traveling on Airbnb, made possible by these amazing rooms".

Now, you're probably thinking... but I dont run an ad agency, or I'm not in marketing– I just need to sell a product.

But storytelling is applicable to anything because it's how we make sense of the world.

One study illustrated how stories activate the "region of the brain that processes sights, sounds, tastes, and movement". Which in turn generates meaningful experiences.

Stories don't have to be as grand as Nike or Apple–?any narrative that's connected to what you're selling or trying to communicate is important.

Stories about real people, real things and situations that individuals can resonate with.

It's a simple tool, but once you nail the art of storytelling, you're going to go far.

This article was written by Jayme-Lee Fechner

Did you know we offer storytelling workshops? email [email protected] to find out more! ??