3 Storytelling Techniques for Your Business

What’s your job?

Now, as the Grand Poobah of Marketing for your company, you probably think your job is to:

Grand Poobah

If that’s what you think, well, you’re right.

You’re also a bit off the mark, too.

You aren’t just a marketer. You’re a storyteller. A bard. A minstrel. A raconteur…

(Okay, maybe not. But they all have something in common).

They (and you) are tasked to connect with people in such a way that they can’t imagine not having you in their life.

Storytelling is the Best Marketing

(Holy cow, that sounds pretty epic).

The tactics listed at the very top of this blog? They’re tools you can (and should) use to help you connect with your target audience.

While those strategies are effective, there are other things you can (and should) be doing to really stand out and make a statement.

And here they are…

Employee testimonials.

Answer this question honestly:

  • Would you do business with a company if everyone hated working there?

You might. You might not. At the very least, you’d seriously think about it.

Remember, we’ve already established that your primary responsibility is to tell a great story about your business.

Employee testimonials

And what does every great story need?


Walk around your office. Ask people why they like working there. Take their pictures.

Then, give those characters some personality so that people can know your company better:

  • Fred in accounting who’s been there the longest? He’s the wise old sage.
  • Tina the receptionist? She’s the gatekeeper of the castle.
  • Brent in shipping and receiving? He’s the joker.

This is all about taking your team page to the next level.

If website visitors get a real sense of the culture and environment of your business (and if it meshes with their sensibilities), they’re more likely to fill out a form and become a lead.

Forgetting the follow-up sequel.

According to Stuart J. Davidson (a social media marketing expert):

  • It takes 3 – 4 email interactions (and sometimes more) to convert a lead into a paying customer.

Sooooo, when someone expresses interest in what you have to offer, are you:

  • Keeping in touch with them, or…
  • Hoping they’ll contact you when they’re ready to buy?

Follow Up

‘Cause if it’s the latter, guess what? It ain’t gonna happen.

The moment that person finishes reading the first email you send, they’ll forget about you…until you send them another email.

Remember that storyteller thing we keep mentioning?

There’s no way you can tell your full story in one email.

But, a little bit at a time, you can convince and entice people to do business with you with things like:

Skipping segmentation.

Picture this:

  • You just bought a $25,000 car.
  • As you finish the paperwork and take ownership of the keys, the salesperson asks if you’d like to buy another car.

Umm, no.

Email segmentation

A better idea would be if the salesperson asks if you want information on things like:

  • Keeping your car clean.
  • An easy-to-follow maintenance schedule.
  • Installing car seats for your kids.

Not everyone is at the same page in the story you’re trying to tell.

Some people are just getting started. Others are in the middle. And others have reached the end (which hopefully means they’ve bought from you).

Asking everyone to buy from you will alienate or confuse:

  • People who just made a purchase.
  • Folks who are just getting to know you.

Conversely, giving everyone helpful tips on using your product or service annoys people who, you know, don’t actually use your product and service.

Take a look at your contact list. Whether it’s 50 or 5,000, chances are not everyone is in the same place or looking for the same info.

Find out where they are. Then, give ‘em what they want.

Nothing beats a good story.

If all things are equal (price, quality, selection, location, etc.), what separates you from the competition?

What's Your Brand Story

Right: The story you can tell and how it makes people feel when they read it or see it.

How important is crafting the right story? In the words of one our longest clients, Lawrence Park Complete Garden Care:

  • “Our old website was frustrating. Finding the right way to express ourselves is always a difficult and time-consuming process. WEB ROI helped us define our message” (in order to reach the right target audience).

Yeah, it’s important.

If you’re having trouble getting the word out, let’s talk about it.

Book a FREE consultation. We’ll chat about your business, what’s preventing you from telling its awesome story, and how we can change that for you.