Are You Making this Storytelling Mistake in Your Sales and Marketing Strategy?

Storytelling is an incredibly powerful tool for making a sale or creating a compelling marketing campaign. However, it's crucial to recognize that what you choose to tell a story about is just as significant as the product itself.

Many business leaders feel compelled to inundate their customers and audience with the story of how the company was founded or their humble beginnings. Unfortunately, this isn't what your audience truly values.

While it's nice for them to know, it doesn't necessarily drive them to make a purchase. In fact, it can sometimes backfire and bore your customers or audience, pushing them toward newer, more modern, or fresher competitors who are better at conveying the story of how they provide value.

This is the importance of what I like to call "Value-Focused Storytelling."

What exactly is Value-Focused Storytelling?

At its core, it's about sharing the "why" behind your brand and making that the focal point of your story. It's not a laundry list of features and benefits or a lengthy historical account of how your brand began. Instead, keep your story as a vivid portrayal of how your product and brand add value and transform lives.

Why Value-Focused Storytelling?

The world is inundated with content and advertisements on a daily basis, coming not only from companies but also from friends, family, entertainers, and influencers. People need to understand what's in it for them, and they need to do so rapidly. Consumers are seeking authenticity and emotional connections with brands. Value-focused storytelling addresses these needs by crafting a compelling and concise narrative that resonates with the shared human experience of your brand. It serves as a bridge between your brand and your audience, fostering a deeper and more profound connection.

Avoid This Common Storytelling Mistake!

Steer clear of the history lesson trap at all costs. Many brands find themselves ensnared in this trap, providing a detailed account of their origins, the brilliance behind their product, or their accolades. However, the truth is that your audience does not care about these details as much as you might think.

Think About It!

Consider your favorite brands. Do you know when Pepsi was founded, how Lay's invented the potato chip, or when Crest introduced a blue ribbon into their toothpaste? Most likely, you don't. What you are aware of is how these brands make you feel, the experiences they provide, and the value they offer. Instead of delving into historical details, keep the focus on what genuinely counts— the value you provide to people's lives.

Examples:

Consider brands like 百事 , LAYS , Crest + Oral B for Dental Professionals . They have adeptly embraced value-added storytelling.

• 百事 doesn't merely recount its 1893 origins; it tells you how it quenches your thirst on a scorching summer day and fosters shared moments of joy.
• LAYS doesn't just recite its history; it invites you to savor the crispiness and flavor of its chips with each bite, basking in the happiness of sharing them with loved ones.
• Crest + Oral B for Dental Professionals doesn't bore you with the blue toothpaste ribbon's backstory and how they came up with it; they paint a picture of the clean, sparkling sensation you experience after using their toothpaste and the confidence that stems from a radiant smile.

How to Craft Compelling Value-Focused Stories

Identify Your Brand's Key Values

Begin by pinpointing the unique values your brand offers. Consider what sets you apart from the competition and the problems you solve for your customers. Ask yourself:

What is your Brands Value Propositon?

What sets you apart from the competition?

What problem do you solve for your customers?

Connect Emotionally

People remember and resonate with stories that evoke emotions. You want to stir feelings, whether they are positive or negative. Allow these emotions to be the driving force that makes your story and messaging memorable. As Maya Angelou famously stated, "People never remember what you said, but they always remember how you made them feel."

When crafting your value-focused stories, consider the emotions you want your audience to feel.

Are you aiming for happiness, inspiration, confidence, or empowerment?

Utilize relatable stories, experiences, and pain points to infuse vitality into your narratives.

Paint a Picture of Success with Your Words

Words wield significant power. When conveying your value-focused stories, utilize sensory language and vivid imagery. Assist your audience in visualizing the success and satisfaction they will experience by selecting your product or service.

For instance, rather than merely stating,

"Our software is user-friendly,"

paint a vibrant picture with something like this:

"Envision effortlessly managing your business, thanks to our intuitive and user-friendly software."

Auditory Energy is the Cherry on Top

Don't underestimate the auditory dimension of storytelling. Integrate audio elements such as memorable jingles or soothing sounds to enrich the sensory experience. For example, a mattress company could use a calming jingle to evoke sensations of comfort and relaxation.

Here are additional tips for crafting compelling value stories:

• Be authentic. Authenticity resonates with audiences, so share stories that genuinely matter to your brand.
• Be specific. Rather than proclaiming your product's greatness, explain what makes it exceptional and how it directly improves lives.
• Use data and evidence. Support your claims with data, testimonials, and case studies to build trust and substantiate your value proposition.
• Make it emotional. Trigger emotional connections with funny, heartwarming, or inspiring stories, deepening the bond with your audience.

Remember, value-focused storytelling is all about establishing emotional connections and centering your storytelling efforts on the value your brand delivers. It transcends the mere recounting of your company's history. Value-focused storytelling is not solely about selling a product or service; it's about cultivating a lasting relationship with your customers.

I encourage you to put these principles into action. Craft your value-focused story and share it with me for feedback. Let's work together to make your storytelling even more compelling and effective so you can "keep growing!"

Daniel V. Passariello

Business Growth & Sales Enablement Strategist

RESOURCES:

Here are some resources to help you become a storytelling master!

• HubSpot Academy's Storytelling for Business Course (https://academy.hubspot.com/lessons/the-power-of-storytelling)
• Content Marketing Institute's Storytelling Course (https://contentmarketinginstitute.com/story/)
• The Storytelling Workshop by StoryBrand (https://businessmadesimple.com)