Boost Sales with Storytelling: A Guide for Founders

This great example inspired my post

Author

Ausra
June 24, 2024

I’ve heard many of my clients say they don’t know what to say about their product. That’s why a week ago, I introduced you to a tool that helps you share stories about your "why" and not just your "what."

However, it’s not just about what you say, but how you say it. I noticed some good and slightly worse examples this week, so I want to talk more about how to introduce your product to your customer so they actually move forward and take your desired action.

Read this example first:

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Does it make you want to sign up on Trade Republic already?

Now, try to strip this down to a post saying: “Sign up for Trade Republic now to get XYZ benefits.” Does it make you feel convinced?

Always consider a busy reader first. Just because you love your product doesn’t mean your community will too, unless you convince them with powerful stories. I loved this example from Smart Money with Kai because he shares a real-world situation we can all relate to. When we identify with a situation, we are more open to taking action. It's not just about hearing product benefits but also seeing how they will benefit our own lives.

This seems pretty easy and obvious, right? Then why do we see plenty of posts on Instagram introducing new products with just one simple message: “Buy here”? Or even better - no message at all?

Here are 5 tips to make your storytelling more effective:

  1. Think About Your Audience: Who are they? What would you like them to do after hearing your story?

  2. Make It Relatable: Talk about people. We naturally compare ourselves to central characters and imagine what we would do in the same circumstances.

  3. Connect Emotionally: People are more likely to take action when they care. Share how your characters feel, their happy moments, obstacles, and victories. Explain what these mean.

  4. Be Clear and Concise: Don’t bore people. Remember, attention spans are short.

  5. Highlight Your Aha Moment: Ensure your audience understands the main message and significant lesson when the story ends. Make it a powerful idea worth sharing.

Pro tip: Next time you’re asking ChatGPT to write your marketing copy, also add these 5 points into your prompt. It will make the outcome significantly better.

I understand many creators feel self-conscious and want to separate the “me” from the “brand.” However, while you’re not at the corporation level, you should use the personality behind your brand as your strength. Humans love to support other humans. You just need to show that you are human too.

Here’s how I can help: