There’s something about an engaging story that has the ability to capture people’s attention. It sticks in their mind and forms a connection. It’s something that simply stating facts or pushing a product cannot achieve. The art of storytelling is what personifies a brand. It links what your brand stands for to the values that your audience has and lets them know who you are. Storytelling has the ability to sell, but even more importantly, it establishes loyalty to ensure that your customers keep coming back to you.

PEOPLE RESONATE WITH STORIES

According to Quantified Communications, storytelling is “up to 22 times more memorable than straight facts.” Why? Because people can’t relate to facts, but they can relate to shared values or goals. People can see parts of themselves in your story and if they enjoy it they are 55% more likely to buy from you in the future. Approximately 44% will share the story, and an average of 15% will purchase from you immediately, according to research done by Headstream. Stories allow people to see your brand as more than a business. They can resonate with who you are and what you’re trying to accomplish. It sets you apart from other businesses who aren’t telling their story and making connections, and gives people a reason to choose you over them.

THINK YOUR BRAND IS TOO BORING? NOT POSSIBLE.

At INDIRAP, we firmly believe that every brand in every industry has a story to share. In the video below, we dive into how to utilize video to tell your brand’s story in a captivating way.

LEAD WITH VALUE

We always say, “Lead with value.” But it’s just as important to express your values as a brand to your audience. Why? Because people want to work with people they like and respect. So by showcasing who you are to your target audience, you give them a chance to see your shared beliefs. When saying this though, it’s important to point out that these beliefs must be authentic. Transparency and honesty lead to great storytelling and have the power to build strong brand loyalty with your customers.

EMOTIONS > LOGIC

According to CustomerThink, 95% of our purchase decision making takes place subconsciously. Maya Angelou states, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” So when you’re telling a story, always consider, “How do I want to make people feel?”