I currently live in Brooklyn with my three little boys and husband. What can I say, I’m the unofficial -but official - Queen in my house. I love weird combinations of food (more on that later), going out (MOMS CAN DANCE TOO), and seeing the "A-HA" look on a founder's face when they unleash the story that has been buried in them and their business for way too long.
If you’ve been following my content for a while, I assume you know how important it is to cloak your product and service in storytelling.
And YES, the word “storytelling” is COMPLETELY OVERUSED.
Just like the word AUTHENTIC (I heard you say it…. GO TAKE A SHOT!)
But I’m here for the overuse of storytelling. And if you’re not using it in your business or reserving it for “special occasions”, I challenge you to use it at every possible incident you can.
⚡️It’s scientifically proven that we retain and remember stories SO much easier; so people are going to remember you.
⚡️If you want to impress, connect, lead, explain, convince, sell or motivate…kick off with a riveting story -Your conversions will thank you.
⚡️It humanizes you and your brand and forces you to think as your customer or client would
Think about it this way.
How many times have you read or watched a brand/person start off with a stat intended to move you? It typically will start off like this:
“80 percent of our customers say THIS”…
“90 percent of people feel THIS.”
Even a powerful stat like, “online purchases are at least three times more likely to be returned than items bought in a store” doesn’t make me FEEL anything.
But what if you replaced each of those stats (however impressive they may be) with an actual story about ONE person or even yourself? All of a sudden, you go deeper into the brain of whoever is watching or reading your content.
Something like this:
“This shirt I casually bought online and returned will most likely end up in the Atacama Desert in Chile alongside the piles of other returned shirts from Amazon (SHOW PHOTO OR VIDEO OF THE ATACAMA DESERT), causing poisonous toxins and chemicals to seep in the air eventually hurting the animals like (INSERT ANIMAL WHO IS GETTING MESSED UP FROM LIVING IN A LANDFILL NOW.) This is why I am passionate about sustainable fashion.”
Which brand would you remember? The big stat or the vivid story about what actually happens when all your returned fast fashion gets dropped in your mailbox for return?
FUN FACT: I went to the Atacama Desert as part of my honeymoon.
Another fun fact: I was pregnant and didn’t know! TMI?! Sorry. But now you’ll probably remember this post.
When a story is about a specific person or a specific incident relating to your product (or service) it becomes more personal and memorable to the person consuming it.
You are better off telling ONE awesome story than listing a bunch of anecdotes. And you’re better off using ONE moment or event to showcase your product than listing an impressive “satisfaction number.”
Telling other people’s stories is something I’ve been doing most of my career. First as a producer and journalist in the news and now for companies and entrepreneurs.
If you want to chat more about how I can help you or your company connect better in order to have more impact…. Reply to this email and we can set up a time to chat!
Have a great week and please for the love of God, try not to say AUTHENTIC this week!!
If you need a bit of guidance on storytelling and you need to flesh out some cobwebs, book a Power Hour session with me. 👇