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How can storytelling increase your sales?

Everybody's doing content marketing these days, but the reality is that if you're not telling a great story, you're missing the point. There's data to back this up, over 60% of people remember stories but only 5% remember individual stats.

With that in mind let’s look at two very different examples from companies that got this right.

Friskies cat food

A few years ago, the company put out a series of videos called ‘Dear Kitten’ and it told a heart-warming story about a house cat showing a new kitten the ropes, as it welcomes it into its home. If you haven't seen it yet, you have to, it's great!

It's cute and it's funny but what makes it work so well is that it shows that Friskies really gets its audience and knows that any cat owner would want nothing more than to see what their cat gets up to in a day. 

Another key point to highlight about these videos is that it doesn't even focus that much on the products. This story is about engagement, it confirms that cats like this food better, but it shows that in a larger narrative and that’s what's particularly applicable for marketers. 

Your products might be the focus of your day but they're just a small part of your customers daily lives. Figure out what your audience really cares about and give them what they love. If it’s statistics, tell a story through data and do it with some flair to entertain your audience.

Create a story around a central conflict and resolve it by putting your product as the solution.

Wistia’s blog in its non sequitur Fridays section

This video analytics company usually shares insights on their blog from their experts like editing tips and strategy ideas, but once a week they break away from the business talk to let an employee share something personal.

Recently they added pieces on ‘Speaking in (Transatlantic) Tongues’ and ‘5 Lessons from a Year of Selfies’, it works because it humanizes the brand. You could go to different companies for marketing tips and tricks, but you may go back to Wistia because you've built a personal connection with the people who work there through the blogs you’ve read. You already know they're experts, you can trust them and the great thing about this example is that it's applicable for businesses that are both B2C and B2B. 

This doesn't necessarily mean it's right for every marketer and every brand, this approach might feel risky to some because it doesn't directly relate back to your products. Before you make the company culture the focus of your campaign, make sure people know what you do but don't limit your story to your products. Give your story a personal touch and show prospects why you're the kind of people they want to work with! 

Good stories start with a problem, so if you’re keen to start incorporating this into your brand, your first stop will be to understand the question: What problem does your brand offer the solution to? It’s important that your story resonate with your audience. They need to be able to understand and feel connected to it in order to become emotionally invested in you.  

To learn more about storytelling in sales and marketing just visit the Northern Business Expo on 17th & 18th March at Manchester Central. There's expert masterclasses, advice kiosks and inspirational keynotes for you, and it's all free to attend! Simply get your free ticket online now, and we'll see you at the North's biggest business event!
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