Storytelling remains one of the most effective techniques to sell your product or services to people who know nothing about you or your brand before. It’s a strategy that can help you reconnect with your customers, establish meaningful relationships, and start closing more deals. In this article, you will learn about how to reconnect with your customers through storytelling.
There’s a difference between telling a story and telling a great story. And every great story has four important elements, which are;
- The People: A relatable character your audience connects with and cares so much about.
- Places: This is where the story happens. And the more unusual and unexpected the place in your story seems, the more intriguing the story will become.
- Purpose: You don’t just tell a story for the fun of it. There’s always a purpose behind every story being told.
- Plot: As you learn to reconnect with your customers through storytelling, you have to be strategic about your plot. The plot refers to how you structure and arrange every element in your story. The stronger the plot, the more engaging your story will become.
It’s important to know that whenever you tell a story in a sales message, you are not just telling it to entertain or wow your audience.
Every story you tell is tailored towards achieving several things, which include; get your audience’s attention, establish credibility, build trust, make your message relatable, deep emotional impact, and, more importantly, reconnect with your audience.
So, here are a few tips to help you reconnect with your customers through storytelling;
#1. The Story Has to Show the Characters at Their Lowest
One of the best tips to reconnect with your customers through storytelling is to show the characters of your story at their lowest.
What makes excellent storytelling is your audience’s ability to relate to the story. You should write your story in a way that the character is experiencing the same challenge your audience is facing right now.
That way, you can easily get their attention and connect with them on a deeper level.
If you are a website designer, for instance, you can write a story about how a poorly designed website made the story’s character lose a big deal.
The website was unprofessional, didn’t reflect on the character’s brand, and the interface was too complex. And because of that, most people visiting the website ended up not taking the expected action.
The character kept investing in the website, yet there was no positive result until they met a reputable designer who restructured the website.
And after a few months, the character started closing more deals, made more revenue, and expanded the business.
If any of your audience is experiencing a similar issue with their website, they can easily relate and want to meet the designer who helped the character in your story.
And that designer would be you. So, with great storytelling, you succeeded in casting a spell to find your website design service irresistible.
#2. The Story Has to Show That to Make a Change; the Character Had to Take a Firm Decision
Showing that the character in your story makes a change is one of the tips to reconnect with your customers through storytelling.
In the earlier example I gave, the character in the story experiences slow growth in their business because of a poorly designed website.
And they suffered this for a while until someone recommended another designer whose design ideas made a difference in their website and sales.
The decision to hire another designer was a firm want, and that was what changed the situation.
With this element in your story, your reader who currently experiences the same challenge would want to meet the designer who helped the character in your story.
And that is where you will passively introduce your website design services as the solution to whatever challenge your audience is facing with their website.
#3. The Story Has to Show that the Character Started Getting Result
You have to show that the character started getting results when they made a change at some point in your story. This is one of the best ways to reconnect with your customers through storytelling.
After struggling with slow business growth for a while due to a poorly designed website, the character in the story decided to use another website designer.
And the new designer did some magic which changed the company’s fortune for good. The business started making more sales, made more revenue, and expanded.
So, always point out how your story character started getting results by making a firm decision.
#4. Make Your Story Emotional
Making your story emotional is one of the tips to reconnect with your customers through storytelling.
Every story you write should instantly have a deep emotional impact on your reader. When your story starts in the middle of the action with an emotional statement like;
“I made up my mind to give up my entrepreneurship journey.”
“He realized that running a business is not for him.”
“She was so broke that she couldn’t afford to pay her rent, so she started living with a friend. Just because she made one serious financial mistake.”
When your story starts with an emotional statement in the middle of the action, you will get your readers’ attention once they read the first paragraph.
In a nutshell, when writing a sales story, draw your reader in with an intriguing and very emotional opening. After which, you lead them into your story so that you can connect with them.