Why tell stories

To tell about the company or present a product

Give numbers, statistics, and benefits in a coherent and interesting
story. Change the page on your website about the history of the com­
pany into a truly exciting story.

To attract
It seems quite obvious. An interesting story means it is a good one.
However, your goal is not to entertain the audience, but to convey
ideas. And the best way to do this is by putting them into an
­amusing story.

To strengthen trust in the brand

Talking about your company will put you ahead of the competition,
eliminate your customers' doubts, and tip the scales in your favor.
Faith makes people move forward. The audience must believe
in the story, as well as in the product or idea — after all that is
why you are telling the story.

To handle objections
Do your customers doubt the quality of your product or the reputa­
tion of your company? Tell them a story of a satisfied client, maybe
even as a video interview, where you highlight how you have helped
solve a real problem.

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Why tell stories

To bring customers back

Did your client once make a purchase, but now doesn't respond
to lucrative offers? And he doesn't comment on your posts
on social media? Attract his attention with good content
by addressing his issues and the actual problems that your
product solves.

To be remembered for a long time

Good stories are remembered. If you need to convey a certain
idea to your audience you should wrap it up in a fascinating story
in order to leave a more profound impression, rather than leaving
the idea "naked". Thus, storytelling arouses the imagination,
­making people associate information with emotions. Remember
how easy it was for us to learn something new at school by using
associations. That is how it works.

To illustrate the importance

People like getting something that partly consists of their efforts
too, even if they pay for it. One of the first who understood this
was the founder of IKEA, Ingvar Kamprad. He started to manufac­
ture furniture which buyers had to assemble themselves. It is nice
to invest in a purchase not only physically, but also emotionally
or mentally. That is how a quality story gives the feeling of invol­
vement and being part of something.

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