There isn’t anyone you couldn’t love once you’ve heard their story. — Mary Lou Kownacki
Stories help us connect. Stories help us see what’s different and what’s similar between ourselves and others. They are in our nature.
Think of one or two of your favorite brands. Those that are on your table during your family dinner, or those you trust your life with while driving. Most of them have a story behind them that was the ground for their philosophy.
Let’s see how you can deliver your credo, passions, and professionalism to your potential customers with the power of the story.
Write an Authentic Story
You are at the table, holding a pen, overcoming your fear of the blank page. Most probably, there’s already a story in your mind (because you know your business); however, you might struggle with teleporting it from your head to that Google Doc.
If getting started with writing makes you feel like bumping into a crowd of dementors, here’s a quick tip: imagine this story is your best friend.
Tell the following in a casual manner:
- Who you are
- What inspired you to open your store
- What your motto is
- What the main goal for your business is
FITNIT, a sports brand for women, is a great example of how brief and convincing you can be on one and the same page.
Ann Handley, the author of the hilarious and super informative book Everybody Writes, recommends to compose your first bad draft ignoring grammar, style, and other mistakes. Just get it on the paper. Write as long as you can. You’ll fix that later.
Spread It Around Your Website
Once you have your draft story written, let’s see how to distribute around your website to make it feel like the One Great Idea.
With your story in front of you, have another look at your homepage.
What part expresses your philosophy best? How do you want your visitors to feel when they get to your homepage? How does your product make their lives better? Pick the most powerful words you brainstormed — that’ll be your USP.
Legends for your product descriptions
Every product in your store, even a small accessory, is special. Do you have a story of creating your first item? Or the latest one? Or your favorite one? If not, make them up.
Here’s the formula: A person + an event + a way to make life better = a great product story.
Watch this story by IKEA: this is all about a simple chair that you could easily ignore at the store.
The story from this video convinces you that a simple, affordable thing like a chair can change your life. Do the same for what you sell.
About Us page
Coming across a small,
Put your About Us link where it’s easily accessed — it’s better to have it in your header, not in a
Your rough draft can become a source for multiple blog topics:
A story that makes you proud. Talk about how your business helped someone on a hard day or someone who was searching for the best suppliers in foreign countries. Your brand name might have some story to be proud of, too. Make it a
A customer success story. This is what Nike does all the time — talking about the people, not about themselves. They show what you can achieve with their products and motivate you in every commercial.
An employee success story. Your customers are interested in who produces the product they are about to buy. This blog can also work as a lead magnet for your potential employees. If you show that you value your team and are proud of them, both customers and candidates will like you more.
Fun facts. All you have left in your draft is good for some fun facts — just like CakeSafe does.
Every Brand Has a Story: Share Yours
We hope this blog was helpful for getting you started with using storytelling in your marketing strategy.
As soon as you get authentic, you’ll need to be consistent with it: create your social media strategy, reflect your values in the newsletter, or run an event.
We hope you will have your story heard by thousands of customers.