Don't sell it to me, tell it to me! - WirSindDu
MAGAZINE-MARKETING
STORYTELLING FOR BUSINESS

Do not sell it to me, tell it to me!

Those who do not clearly position themselves remain forever in mediocrity.

"Many believe that good quality or good service is enough to succeed. The problem with this is that quality is comparable. And those who are equally good have to compete on price. Positioning is the most successful marketing strategy worldwide and can make the difference between a simple fries stand or a billion-dollar corporation like McDonald's. Those who don't position themselves clearly remain forever in mediocrity (or below) and have to take what the successful ones leave behind. „

IHK-Magazine for Economy 10 - 2019

Use the stories' advantage for your marketing!

Your company achieves exactly this positioning with storytelling. You share unique stories, which make your company different, not through processes and technologies like everyone else, but through the authenticity of the stories, which build emotional connections to the customers.

Stories build trust.

When you tell your personal story, you become more accessible and credible as a business owner, or a manager. Es ist common knowldege, that people buy from people they know, like and trust. You build that trust through your story by connecting your story with your brand (your reputation).

Stories sind emotional connections.

People do not buy products and services.
They buy relationships and stories.

Seth Godin

When you tell your story, it arouses emotions in people – honesty leads to vulnerability, and vulnerability leads to emotional connections. People buy emotionally. They rationalize their buying with logic, but buy on emotion. Remember, stories trigger the sensory part of our brain.

People forget statistics, but not a good story.

“The neuronal changes we have observed in connection with physical sensory- and motor systems indicate that when reading a novel, one can put oneself in the body of the protagonist”. 

Gregory Burns, Senior Researcher Emory Institute

So what does the brain do when it records facts and data?

The language area lights up, but not the emotional and sensory areas. These areas are triggered by stories. This indicates that stories can address the reader in a way that facts and data cannot.
Stories engage the customer more because he or she not only thinks, but also feels and experiences the stories. In this way, someone can feel the value of working with you.

Customer loyalty is stronger than through a brochure that only outlines features and benefits.

In this way, someone can feel the value of working with you.
Stories are therefore “data with soul.”
People forget statistics, but they do not forget a good story.
When you combine your story with facts and figures, both parts of the brain are activated, the logical and the emotional part, i.e. your client is moved both emotionally and mentally.

You give the customer the feeling that he already knows you.

By sharing a story related to your company, you can make the customer feel for a brief moment, as if he/she has experienced the same benefits of working with you, your product or service before he/she has even bought from you.

Important thinking points:

Nike doesn’t just sell shoes, it sells the story of the pursuit of excellence. They sell the identity of “Just do it”.

Apple doesn’t just sell electronic devices. They sell the story of simplicity and elegance.

Harley-Davidson doesn’t just sell motorcycles; they sell the story of belonging, personal freedom, “tough” behavior (that’s why people proudly tattoo the Harley-Davidson logo on their bodies).

All these companies make great products. But the products themselves are not the differentiating factor.

The story is. What’s yours? 

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