If you’re like most business owners, you probably believe that it’s your product’s features that get people to buy. After all, who doesn’t want pneumatic seat height adjustment, antimicrobial mesh lining, or shaping Lycra panels? Storytelling techniques may not necessarily be on your radar.
But the reality is, human beings generally don’t care about (or even bother to read) a bulleted list of amazing product features. We are emotional beings and, whether we like to admit it or not, we’re led to many buying decisions by our emotions. Emotions, not product features, are what SELL.
Don’t believe me? Let’s look at the science behind storytelling for sales.
Once Upon a Time, Your Neurons Heard a Story…
Researchers at Washington University in St. Louis studied what happens to our brain while engaging with a story. The team found that while reading a book, neurons in areas of the brain related to action in the book began firing. For instance, when the protagonist picked up an object, neurons related to hand movement lit up in the reader’s brain. Instead of being passive consumers of the story, readers were grounding the activities within their own real-world experiences.
This has been seen before in what is called the ‘neural coupling’ effect.’ Similar activation patterns in the brain are seen when people listen to a storyteller or public speaker.
Based on this science, it appears that human beings are almost hardwired to respond to storytelling in significant ways. Why is this? Well, some psychologists think we became story-addicts for evolutionary purposes.
The theory is that the art of storytelling helped our ancestors stay alive. And it makes sense.
You can tell someone Sabre-tooth tigers are dangerous and they may or may not listen.
OR…
You can share a horrifying tale about running for your life through the earth-scented jungle as a Sabre-tooth inches closer. As you hear the blood-curdling growls getting louder and louder behind you and feel the beast’s hot breath on your neck, your certain death is imminent.
Suddenly, out of nowhere, a Mastodon appears and stops the Sabre-tooth in its tracks, giving you just enough time to narrowly escape death’s grasp. The end.
“Okay, that’s all great, but how does storytelling apply to my business and marketing goals?” you might be asking.
Well, studies have also shown that positive emotions about a brand have much more influence on consumer trust and loyalty than pretty much anything else. It’s the emotional response to an ad that gets people to buy, not the actual content of the ad. And there’s no better way to manipulate people’s emotions than through storytelling – and I mean that in the nicest way possible.
Let’s look at an example of how a major brand has this whole storytelling for sales thing down.
And the Oscar for Best Tear-Jerker Goes To…
Google?
Yep, the search giant put out an ad that illustrates the power of storytelling. If you haven’t seen Google’s Reunion ad, get ready to shed a few tears. Even the most jaded among us will have a hard time not feeling emotional while watching this commercial.
The setup: A grandfather in India tells his granddaughter about a childhood friend whom he had to say goodbye to when India and Pakistan became separate countries. The granddaughter is very touched and, wanting to take some of her granddad’s sadness away, uses Google to track down his dear friend. A reunion ensues and… well, just watch.
Take Your Customers and Prospects on a Journey Using Storytelling Techniques
The good news is, you don’t have to be a large brand to leverage the art of storytelling. Any-sized business with any-sized budget can use storytelling techniques to persuade their audience to buy.
Here are 5 ways you can begin to leverage the power of storytelling in your own marketing campaigns:
1. Make the Story Relatable
Google’s reunion ad was incredibly relatable. We instantly understand the bond between grandparent and grandchild, and many of us know what it’s like to hear their old stories and even see sadness in their eyes when recollecting. And, most importantly, we all know how to use Google to search for information.
Try to ground your story into something that is universally relatable. Also, avoid using any industry jargon or buzzwords. If your audience must struggle to understand or follow what’s going on, they will disconnect, and you’ll most likely lose their business.
2. Take the Hero on a Journey
Position your brand as a guide that helps the story’s hero get where they want to be. In Google’s ad, the granddaughter started with a mission – she wanted to reunite her granddad with his beloved childhood friend. To make this happen, she needed a product – Google’s search engine – to guide her to her final destination.
All great stories have a beginning, middle and end. Take your hero (and the audience) on a real journey. What does your hero want or need in the beginning? How will your brand guide them on the journey? And what is the final awesome outcome?
3. Talk to Those Neurons!
Your real goal is to speak directly with people’s brains. The more you can get those neurons to fire, to more your audience will recognize themselves in the story and connect with (and remember) your core message.
Try and make your stories as vivid as possible and use expressive language. The more action the hero takes, the more likely your viewers’ neurons will get excited!
4. Make Sure Your Brand Takes a Backseat
Here’s what you don’t want to do: Craft a really powerful story that enthralls your audience, and then dilute that awesome effect by throwing a huge logo or sales pitch in the middle of it. Good storytelling means putting your brand (and overt sales tactics) in the backseat.
Storytelling means getting your brand message (and offer) across in a whisper that forces people to sit up straight and pay attention. If you shout your message, ie: make your storytelling all about how wonderful you are, you will turn your audience off and they will take their ears (and business) elsewhere.
5. Be Real
Even fictional storytelling must weave real human values and real-world circumstances into a compelling narrative that moves the listener. What real-world problems or struggles do your customers face and how can your company’s values solve them? While your goal is to create an emotional connection with the audience, do so through honesty and integrity.
There’s no denying that storytelling for sales works and works extremely well. If you want to capture the attention of your audience, motivate them to take action, and build trust and loyalty at the same time, forget selling and tell more stories.
To start, think about your favorite advertisements. What are some of the story elements that really made them work? Think about how you can begin to incorporate those into your next marketing campaign.
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