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A good story moves people; it moves the world. Only when you can create amazing stories will your prospects tend to look in your direction. Storytelling is important in every business. It is essentially what drives sales. No one wants to listen to or read a robotic advert that just asks people to come to buy a bunch of products or patronize a service. The story you tell makes your prospects and customers resonate with your brand.

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Every brand has a story, and this story must be told authentically. This refers to the “why” of your business. Why does your business exist? What value do you bring to the table? Major brands like CocaCola have learnt and mastered the art of storytelling.

For instance, there is a story about companionship, love and relationship. They emphasize that sharing their products with loved ones has a thrill it gives. Whether it gives you a thrill or not, it appeals to your emotions.

Logically, taking a bottle of Coke could just be like taking any other soft drink, quenching your taste and feeling refreshed. But their message is that it helps you connect with loved ones. Now, you wouldn’t want to buy for just yourself, but for loved ones too! It gives you that feeling and puts more money in their pockets.

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In this article, I will share some tips I believe will help you tell better stories about your brand. Are you interested in this kind of content? Read on!

Focus on the “why” of your business

This is essentially why your brand exists. Let your customers know why you started your business in the first place. It lets them know your passion and the drive behind the brand. Yes, you are in business to make money, but that shouldn’t be primary. What results do you wish to achieve? That is, what value will you render to your customers? Make this clear from the onset, and your customers will grow to trust you.

Infuse personality

As discussed earlier, you shouldn’t have a robotic approach to reaching your customers. There needs to be some humanity involved.

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Share real-time stories of people who have connected with the brand in one way or the other. As the business owner, it could be already existing customers, employees, or even yourself. More than just running ad campaigns, you will build trust by showing a form of personality in your brand content.

Keep it simple

That you are telling a story doesn’t mean you can go all out and narrate your life history. That will be unnecessary. The conventional story plot takes the order of beginning, middle and end. Your beginning should be the problem. The middle will be the solution your product or service brings. Finally, your end should encompass the success stories or proofs of what you blabbed about.

One thing you should know is that people buy stories, not products. Like the example of Coca-Cola, people are less likely to buy if you tell them what the product contains. In Nigerian terms, who e epp?The story of how it helps you connect with loved ones can sell it to you. Get more active on social media and share your story with the world.

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This article was first published on 19th October 2022


Chidiogo Shalom Akaelu holds a degree in English and Literary Studies, from the University of Nigeria. She is a freelance writer, editor and founder of Loana Press, a budding online publishing outlet.

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