How to use storytelling to engage and sell to customers

By Vivian Ekemezie

How to use storytelling to engage and sell to customers
Vivian Okemezie

I am almost certain that I am not the only one who appreciates reading content that combines relatable real or near real-life experiences with a touch of humor, even if it’s trying to sell me something expensive that I may not necessarily need. It’s amazing how storytelling can capture people’s attention with beautifully crafted pieces, whether through writings, pictures, videos, or voice-overs. The power of storytelling cannot be overstated.

Storytelling for businesses goes beyond presenting facts and figures, but rather involves sharing relatable stories that connect and engage with your audience. It’s an art that allows you to create a meaningful connection by tapping into the emotional aspects of storytelling, making your content more compelling and memorable. Whether it’s through personal experiences, or humor, storytelling has the ability to captivate your audience and leave a lasting impression.

How to use Storytelling for maximum engagement:
This is in no particular order:
1. Be Real: As much as you want to tell fascinating and compelling stories, do well to make sure your stories have more than an iota of truth in it. Yes, your audience may be swayed by good stories but they aren’t stupid. They can tell if your story is fabricated and if so, this might create mistrust for your brand. Your story doesn’t have to be all mind blowing, it can be simple and relatable. For instance, it could highlight your brand’s journey or the genuine impact of your product on people’s lives. Authenticity should be a guiding principle in crafting your brand narratives.

2. Take advantage of Testimonials: Personally, I think testimonials can be a powerful tool for crafting a compelling business story. By utilizing feedback from satisfied customers who have used your brand, you can create an incredible story that can be featured as an advertisement on your business pages.

3. Your stories should be involving: Come up with ways your customers/audience can be a part of your story. People love to be part of stories, so aim to establish an emotional connection through the stories you share. Discuss events you’ve attended and how they’ve influenced your business, while encouraging your audience to participate by sharing their thoughts and experiences. If possible, conduct interviews with other business owners to further engage your audience.

4. Consistency: This cannot be overemphasized. I have a number of small business pages I personally love to visit on instagram almost every day because I’m looking forward to their posts and how they have used storytelling to not only increase followership and engagement but also to convert this audience into customers.

5. “Show” don’t “Tell”: This has got to be my favorite line from Sharon Tanton and Sonja Jefferson’s book on Valuable Content Marketing. This may sound tricky because it is called “Story-telling” and not “Story-showing”. But, trust me, people will relate better with what they can see than what they hear. By all means, when trying to use storytelling for your business, do more of showing than telling. Use vivid descriptions and sensory details to make your stories come alive.

6. Your story outcome: When you tell business stories, make sure they have a clear ending! Share an uplifting and thought-provoking message with practical tips that make your audience want to connect with your brand.



Please enter your comment!
Please enter your name here