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  • Writer's pictureChuka Nwanazia

why storytelling helps businesses increase their conversion rate

Photo by Melanie Deziel on Unsplash

When businesses think about marketing, they usually think of advertisements on TV, newspapers, and radio. We also have ads on social media, search engines, and advertisement websites. Most businesses forget the main ingredient that’s really needed to make marketing a success. It's always about the storytelling. Storytelling is the most important part of transferring a message. So how can this help businesses increase their conversion rates?

Events live on thanks to good stories

Since the dawn of time, storytelling has been used by merchants to market their wares to potential buyers. Events, people and the things they did have all lived on because of stories that were told (and are still told) about them. Unfortunately, not all companies realise that telling a story is important in content marketing. Storytelling gives companies the opportunity to tell their own core story and attract new 'fans' for their brands.

How does storytelling work?

The human brain has a huge part to play in the way that storytelling works. A story is often easy to remember because most people who have heard it identify with the story or the characters in it. Most times the story’s message may also appeal to them on an emotional level. It may trigger a memory, remind them of someone dear to them, or maybe inspire them to do something they have been thinking about for a while. The truth is that information becomes more interesting and more fun when it is told in story form.

Why does storytelling work?

It is very important that businesses put time and effort into crafting their "brand" stories. Understand your target group and the best channels to reach them when these stories have been crafted. Make sure the story is fun, interesting but most importantly, that it conveys the main message of the brand.

So why does storytelling work?

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1. Stories make experiences

Experiences make impressions on people. They go much deeper than any fact. And by creating an experience based on a story you ensure that people really get hit in the feels by the experience. Focus on telling the story of an experience created by your product or service. There are customers out there who would definitely relate to the problem solved or the experience created and want the same for themselves and their loved ones. For example, telling a story of how a product helped a mother with her new-born baby might make other mothers remember a similar experience they had in the past. In wanting their friends and family who are also mothers to experience the same, they would proceed to not just sharing your story but also ordering your product.

2. Stories make a message unique

It is often said: "Make your message unique". That can be difficult if you offer services or products that so many other companies offer. But while you may all offer the same products and services, inspirations always differ. This is how you must show what makes your company unique, and what inspired you to start such a business. Bring across your uniqueness in story form and let it be interesting, fun, and relatable for your (potential) customers.

3. Stories help create an emotional bond

People often have a bond with certain brands they have grown to love over time. For example, the Nike “Just Do It” storyline is one that highlights the stories of countless athletes and uses these stories to reach millions of their customers. So many people all over the world relate to these (athlete’s) stories and as a result, emotionally bond with both the athletes and the brand.

4. A story gives information meaning and makes it more fun

Information must have meaning for people to accept it. Without meaning, information is just words, images, or drawings. For example, a presentation with a lot of numbers brought across as an animation in story form might bore people less than one presented as just graphs and pie charts in a powerpoint. An example is the TedEd brand. Their fun and creative use of animations and storytelling makes even their most boring scientific facts extremely interesting. Businesses can adopt this style of conveying information to their customers.

5. Good stories will always be shared

When was the last time a friend called to tell you about an interesting social media post? Probably a very long time ago. We tell stories every day and share whatever we find interesting, or simply because certain stories touch us. Sharing has also been made easier with social media, so when a business’s story is very interesting, there is a high chance it would go viral and be shared hundreds of thousands of times. That is always a good thing for your business’s awareness.

Photo by Daniel Schludi on Unsplash

Finally, the human brain has evolved to respond to storytelling. We also think in stories because they are easier to process. Short stories are the best ways to promote a business and increase conversion rate. People appreciate it if attention has been paid to give a product or service a good and convincing story. Therefore, it is not only important to give your customers the facts, it is also paramount to give these facts story form that draws them in, informs them, and also entertains them. If more businesses would invest in storytelling, there is no reason why their conversion rates wouldn't be shooting for the stars.

How do you use storytelling for the marketing of your products and services? Let us know in the comments below.


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