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What is Storyselling, and How Can It Help You?

When selling your product, you could list its benefits, statistics, and more. Or, you could tell your customers a story that illustrates the features and benefits of the product or service. This is called storyselling, and it’s a tool that the most effective salesperson needs to have. Storyselling can help you in four key ways.

Brand Name Recognition

The brain is hardwired to remember stories. Think about this: Do you have an easier time recalling stories or facts and statistics? Your customers are more likely to remember the stories you share, which will also help them remember you.

Then, as they choose which product to buy or whose services to use, they’ll remember the story and recognize your brand, increasing the likeliness of choosing you. Why? Because these stories help build rapport and transparency, so customers will trust you and your product.

Emotional Investment

Your extended family is in town and want to go out to dinner. So, you start brainstorming restaurants nearby. What about Olive Garden? Then, you think about the commercial—a big family sitting around the table, passing around the food, and sharing a meal. You remember the slogan “When you’re here, you’re family.”

And just like that, you’ve made your decision. You’ve put yourself in the shoes of that family, investing emotionally in the restaurant in the process. Commercials often tell stories to help make emotional ties with their audience. Choosing the right story to help your customers put themselves in the story will help them make connections with your products or services.

Product Awareness

How does your product work? What are the benefits of your services? How does your product differ from the competition? What do past customers think about your services? Why did you start your business in the first place?

Customers want answers to these common questions. With storyselling, you can provide your response in a way that helps customers remember the answers.

Customer Persuasion

Storyselling allows you to sell the story rather than the product. When stories grab customers’ attention and help them see how the product is relevant to their lives, it ends up persuading them to make the purchase.

For effective persuasion, put yourself in the shoes of your customer. Ask yourself: Which stories would I want to hear? Do I have a story that would be interesting and highlight my company or product?

After choosing the stories to use for storyselling, work to craft them in a way that your customers will enjoy reading or hearing. (See our blog post on using vivid imagery or our Professional Writing lessons for help crafting a memorable story.) Work through several drafts before sending it out in emails, posting it on websites, making a video of it, or sharing it in person. Then, let the story do its job to acquire new customers.

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