Sales Through Storytelling
What do stories have to do with sales? Are you supposed to make a profit by telling bedtime tales to kids? “Listen up, children! Tonight we’re going to hear the one about how Goldilocks saved 25% off her next order by subscribing to the company’s email newsletter…”
All joking aside (okay, maybe not all of it), you may be surprised at how much a powerfully written story can impact your bottom line!
Before I go any further, let me ask a few questions:
- Do you want to constantly boost sales and profits?
- Do you want to grow your client base while fostering repeat business?
- Do you want to establish a strong, positive brand that transforms customers into lifelong advocates?
All this and more is achievable when you tap into the full potential of storytelling.
Want an example? And not just some hypothetical situation, but one pulled straight from real life?
Okay, I’ve got one for you…
Back in 2009, a team began an experiment called Significant Objects. Its purpose? To determine the objective value of storytelling in relation to sales.
How did they accomplish this?
The Significant Objects team gathered 100 cheap objects purchased from flea markets, garage sales, and thrift stores–each object costing no more than a buck or two (averaging $1.25). Then they turned to Ebay and started putting these items up for sale.
Here’s the twist though: writers were brought in to craft detailed (fictional) stories about each item. They concocted elaborate personal histories and heart-tugging tales, turning these practically worthless knickknacks into items of great emotional attachment…at least as far as the bidders knew.
Then the team waited for all the auctions to wrap up and gathered the data.
Those original 100 items sold for nearly $8,000! Average sales price for the story-enhanced items was $36.12…a 2,107% increase!
That’s the power of storytelling.
And your business has a story to tell too!
It’s true! You, your brand, your values, your services, your products…all of it has the potential to be fashioned into a unique story that engages your audience on multiple levels and converts that attention into sales. In recognition of this, two questions must be asked:
- Are you aware of the story you’re communicating to your audience right now?
- Are you in control of that story?
For too many businesses, the answers are either vague or negative.
I’m here to help you harness your story and convey it as powerfully and profitably as possible–whether by bringing personal connection and emotional engagement to your content, branding conceptualization, multimedia scripts, social network outreach, or otherwise.