At its core, storytelling is not a new practice. In fact, the habit of telling stories goes back to very ancient times, which even predates the emergence of writing.
Today, storytelling still survives and has been incorporated into companies’ marketing strategies. Thus, the message is humanized and a closer relationship is created between the brand and its audience.
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And, in that way, it intends to increase conversions.
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But how does storytelling work in sales? How is it possible to create a narrative in which your customer is the protagonist and your product or service is the solution that will save you from all the problems?
Read on to see the answer to these questions and also examples of storytelling practiced by successful brands, for inspiration.
What is storytelling in sales?
In free translation, storytelling means “telling stories”. In the corporate world, storytelling refers to the practice of developing a narrative around a product with the intention of adding more value to it and to the brand.
Sales storytelling, on the other hand, seeks to create connections with potential customers, placing them as protagonists of the story told.
The goal is to arouse emotions through compelling and relevant stories. Thus, they will be able to retain the target audience’s attention and positively impact it. That way, he will be more inclined to purchase your solution.
In storytelling, it is necessary to transcend the characteristics of the product or service. The good storyteller must go further and reach more subjective levels of the audience to create an emotional bond between the brand and the audience.
Coca-Cola campaigns are one of the greatest examples of storytelling in companies. If you look closely, the commercials and other advertising pieces of the brand are always telling a story related to friendship, family, union and love.
And the product, which is the soda, appears in the background. The focus is almost never on the characteristics of the drink, but on the values and feelings that the brand wants to convey to its consumers.
Check out other good examples of storytelling in companies below and see how this strategy can work.
But before looking at the storytelling examples we’ve selected, take a look at this slideshow that showcases its benefits for sales in B2B companies:
4 examples of storytelling in companies
There are four examples where it is clear that storytelling can really help to add value to a brand. Thus, she will have the identification of the public, who feel closer to her.
We initially selected two B2C examples, but we’ll compliment them with two B2B examples as well, plus a step-by-step how to create your storytelling
Storytelling in B2C
Haggis is a company that manufactures diapers and has Pampers as its main competitor. In Canada, the latter held all hospital contracts and until then was the market leader.
In order to compete with Pampers, Canadian Haggis launched in 2016 a campaign using storytelling.
To do so, he created a narrative that convinced mothers to choose Haggis diapers over their biggest competitor.
“Hugs” means “hugs”. Therefore, this narrative was based on a series of scientific researches that show the importance of hugging to improve several aspects of babies’ health, such as:
- the newborns’ vital signs;
- strengthening the immune system;
- Brain development.
As a result, sales of Haggis diapers increased 30% that year.
Check out the video, in English:
Airing is a startup that shook the hospitality market by launching a platform that connects people who need accommodation to people who are willing to offer that accommodation in their own home.
And one of the main factors that made airing the multi-billion dollar company it is today is its ability to use storytelling in its campaigns.
In this way, his narrative is almost always focused on hospitality, the feeling of community and the local experience.
To tell its stories, the company intelligently uses its users’ data.
Its intricate understanding of its audience and creative use of consumer data has made it one of today’s most iconic brands.
In one of its campaigns, the company produced several videos in which platform users share their stories, addressing some specific aspect of their local cultures.
Take a look at one of these videos:
The stories told by airing end up resonating among its audiences around the world, generating identification with the narrative and emotional involvement. In this way, the user feels encouraged to learn more about the local culture presented in the video he watched.
3. Advanced Business Solutions
This British software company used the most classic example of storytelling, fairy accounts, such as Jiao eon Pea de Fijian and Cinderella.
For this, he made beautiful illustrated books in which he adapted these stories to the current technological reality and their use in companies.
See only the result:
This storytelling initiative was so successful that it received several awards. See more HERE.
4. State Street
Investment management firm State Street has managed to turn its storytelling initiative into a New York City landmark.
To do this, he created a female character, still young, a girl, and placed her as a hero who faces the markets, in this case, the famous golden bull of Wall Street. With that, I wanted to show the power of companies led by women.
Check out this making-off of the creation of the statue that celebrates the fearless girls!
Storytelling Tips: How to Make Your Story Step by Step
The term storytelling was popularized in the book “The Hero’s Journey”by Joseph Campbell.
This scholar realized that great tales and legends throughout human history followed a kind of cycle of characters and events, which was repeated in all of them.
The key to creating good storytelling is to follow this hero’s journey.
Calm down, it’s easier to understand than you might think!
Basically, the hero is called on an adventure to change a bad reality and only achieves this with the help of a mentor, who helps him to go through various tests and inner discoveries, until all difficulties are overcome.
Therefore, in your sales pitch, you can make the customer feel like a hero who has changed their reality for the better, thanks to the use of a mentor, who would be your product or service.
There is also the option of making your service or product the hero that saves the situation and changes the bad scenario, but in that case your customer will no longer be the protagonist.
It’s up to you to decide which the best strategy for your business is.
Want more tips on how to do this?
Was it clear what storytelling is?
As you can see, knowing how to tell a good story can help engage your audience and make them identify with your brand. And that makes all the difference in sales results.
Is it possible for your company to adopt such a strategy as well?
And what did you think of our storytelling examples? Do you have any more you want to share with us? Leave your tips in the comments!