Use Storytelling To Make Your Business More Profitable By Incorporating It Into Your Communications, Marketing Messaging and Website
Story is the most compelling, persuasive and powerful communication/marketing tool known to mankind. And what’s great about that is you can use storytelling to make your business more profitable.
You can use this communication tool called storytelling to attract more high-value leads, increase conversions and generate more sales. Even better, you can use strategic storytelling to create a legendary reputation online.
If the fact that you can use storytelling to make your business more profitable appeals to you then read on. I’m going to begin by unraveling the mystery of STORY. I’m doing that so you can understand it and start using it to your advantage.
Understanding how to use STORY as your most powerful communication and marketing tool
If you look up the definition of STORY online you’ll find over 2-dozen definitions and uses of the word.
Everyone from John F. Kennedy to Keanu Reeves to Kindra Hall has given their version of what constitutes a story. But you’re not reading this article because you’re looking for the philosophical definition of what makes a great story.
Chances are good that you want to know how a good story works and how it captivates the brain. You might also want to know how you can learn to tell them so your messaging can become more effective.
If that’s true, I’m happy because that’s what I’m interested in too. So, whether you’re a marketing consultant and you’re looking for corporate clients.
If you’re a Cosmetic dentist who wants to incorporate story into your website so that it becomes a consistent source of new patients. Or if you want to inspire your team so your practice can perform at a higher level.
This new series on story is designed to help you achieve your goal.
The use of storytelling as a powerful communication tool is supported by a preponderance of evidence
Uri Hasson PH.D., Professor of Psychology and Neuroscience at Princeton University completed an in-depth study on brain science. He used functional MRI’s of study participants’ brains as they listened to and watched stories unfold.
His groundbreaking study, published in 2008 revealed that while watching television, the human brain is anything but inactive. He also discovered that brain activity fluctuates wildly depending on what is being watched.
As an example, when participants watched an eleven-minute segment of concert in Washington Square Park in New York City. In that study, only a five percent stimulation response was noticed in his subjects’ cortex.
But when participants were shown Alfred Hitchcock’s film: “Bang! You’re Dead”, their brains exploded with activity eliciting a 65% response! Hasson’s study concluded that stories cause the human brain to explode with activity where an avalanche of neurotransmitters are released.
Understanding that on an emotional and psychological level, human beings have an appetite for STORY. An appetite as strong as desire for food on a physical.
In 2019 moviegoers in America shelled out over $11.5-billion dollars at the box office. They spent another $27.3-billion on cable, internet and rental movies.
What does this enormous expenditure mean? It means that human beings have an appetite for story that is commensurate with our hunger for food. The psychological and emotional demand humans have for story will never be fully satisfied. In light of this, the facts demonstrate that stories do more than simply entertain.
If you want clients to identify with their need and how you can meet it, tell a story about it. Because when you tell them a story, it creates a neurochemical explosion in their brain. And it allows them to quickly understand what you’re saying.
When you can learn to tell effective stories, you will create faster, stronger connections with your clients. Doing this will immediately help your business to become more profitable and successful.
Marketing that incorporate elements of strategic storytelling produces the greatest R.O.I.
A Harvard Business Review article noted that stories are found in the most effective marketing strategies across all industries. The article referenced a study directed by Keith Quesenberry, professor at Johns Hopkins Center for Leadership Education. That study took an in-depth look at the effectiveness of over 100 Super Bowl commercials.
Quesenberry found that the commercials that told the clearest story were the ones that went viral. Quesenberry noted: “The majority of marketers mistakenly believe that successful marketing strategy has to include facts or sex or humor. But what we’ve found is that the foundation of a great campaign is whether it tells a story or not.”
He added: “The more complete a story marketers tell in their campaigns, the better it performs. People also view it, share it and act on it more often.”
Story is nothing new for most people in business. In fact, most business owners and professionals tell stories to their clients and patients on a daily basis
As I mentioned at the outset of this article, “stories” are the most effective communication tool we know of. They instruct, inspire, motivate and help us feel empathy for others.
What’s exciting for you as a business owner is that story is no longer a tool only for artists. Business leaders across all industries are feverishly searching for ways to incorporate more stories into their communication methodology. And you will benefit for following suit.
Story is nothing new for business owners. In fact, most business owners and professionals tell stories to their clients and patients on a daily basis. And when you stop and think about it … so do those clients and patients.
For our high-end clients I’ll often travel to their place of business so I can evaluate their processes and better strategize a solution. In almost every instance, one of the first things I hear the client ask their new client prospect and/or new patient is: “Tell me what’s going on.” Our client is asking their client (for all intents and purposes) …to tell them “their story.”
Most business owners tell stories to their prospects and clients ... but they're not using strategic storytelling as a strategy for growth.
But while it can be argued that most people are natural storytellers, the fact of the matter is that few business owners and/or professionals are using strategic storytelling to make their business more profitable.
They’re not using storytelling as a means to attract more clients and they’re not using storytelling as a means to increase conversions or upsells. That’s what this series of articles is about.
About teaching you how to use strategic storytelling to attract more leads, increase conversions and make your business more profitable.
Thankfully, strategic storytelling is a skill you can learn and by the end of this series, you can become a master. What’s exciting about this is that even a moderately skilled storyteller can captivate, inspire action and create high-levels of trust and respect with clients.
I put together this series of articles for people (who want to tell better stories) as an introduction to basic storytelling structure. Simple as this structure is, though, it’s powerful.
Strategic storytelling can help you attract more leads, increase conversions, make more sales and ultimately make your business more profitable.
My hope, then, is that you’ll use what I teach you in this series to attract leads, increase conversions, generate more sales so your business can become more profitable.
I’m interested to know if you’re telling stories to your prospects and clients now and if you are, what types of stories? Are you using stories in an effort to create rapport or are you using them strategically to (as an example) increase conversions or referrals?
You can let me know in the comments section below.