Why Storytelling Can Help Your Business’ Bottom Line


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Why Storytelling Can Help Your Business’ Bottom Line written by John Jantsch read more at Duct Tape Marketing

When you’re thinking about how to promote your business, it can be tempting to focus solely on your products and services. After all, when you boil any business down to its most essential element it is about getting consumers to purchase the product or service that’s being offered.

But how you reach the end goal of closing that sale is at the heart of any good marketing strategy. And the fact of the matter is, there are a lot of businesses out there that can offer consumers a solution that’s very similar to yours. Plus, with the internet, location is not a barrier in the same way it used to be. So how do you stand out from your global competition?

Storytelling is a great way to build a personal connection with your customers, which is the differentiator that will keep them coming back to you, year after year, rather than turning to your rivals.

It Instantly Establishes a Human Connection

In today’s digital age, it’s now possible to be a long-term customer of a business and never interact with an actual human being at the company. For online giants like Amazon, what keeps people coming back is the fact that their prices are competitive and they have everything you could ever want; Amazon is highly convenient.

As the owner of a smaller business, you’re never going to be able to compete with the likes of an Amazon on those fronts. You need to find another way to stand out. A human connection is the reason someone chooses to buy from a local business rather than the faceless multinational corporate.

When you embrace storytelling that shows off your business’s personality, highlights fun facts about your team members, and makes customers feel like they really know the people behind the brand, that establishes a meaningful, lasting connection. For some tips on how to build a human connection with storytelling, check out this post.

It Helps You Stand Out on Social

So much of online marketing now is about social media. And because the purpose of these platforms is creating connection and telling stories, they’re the perfect place to employ smart storytelling techniques.

This starts by embracing the platform you’re on. Storytelling on you company’s Twitter account will be handled in a very different manner than the storytelling you do on Instagram. Twitter is of course focused on the written word, while Instagram is about telling stories through images. Using these different media to weave together a cohesive story across platforms is another great way to build trust and brand awareness.

When prospects encounter your brand across various social media platforms, but are always met with the same voice and point of view, this establishes your business as trustworthy and authoritative. Plus, when you take the time to actually interact with people—provide direct answers to their questions, react to photos they share that are related to your business, or otherwise undertake personalized engagement—you make your fans feel seen and special.

Once you’ve made a good impression on social, that helps you drive those prospects to your website, where you can hit them with your comprehensive storytelling that’s designed to move them through the customer journey.

It Guides the Customer Through Their Journey

The customer journey is not as clear-cut as it used to be. Because there are a myriad of ways someone can encounter your brand for the first time, it’s trickier for marketers to create a clear path from first interaction through to repeat business and referrals.

However, brand storytelling on your website can help you achieve this goal. Your website is the one asset online where you have complete control of all the content, so take advantage of that. Design your site so that the home page immediately addresses the concerns of your prospects and tells them who you are and why you can help. A short video that shares your mission is a great, bite-sized way to let people know who you are.

From there, you want to structure your website in a logical way that moves customers through the stages of their journey, with storytelling as your guide. The home page is the start of the story: the solution you offer. The next pages should address the middle of the story: how you fix their problem and why you’re the right people for the job. The end of the story is where the prospect reaches out to learn more and become a customer.

It Drives Conversions

Sometimes business owners focus solely on the ultimate conversion: the sale. But in reality, there are multiple conversions all along the customer journey. If a first-time visitor to your website comes back again several days later, that is a conversion. If that person then requests a white paper on a topic of interest, that’s a conversion, too.

Using smart storytelling that’s targeted at prospects and customers based on where they are in their journey, is a great way to drive those conversions.

Think about it this way: let’s say you have a video that covers your company’s origin story. It tells a compelling story, and is great at grabbing the attention of prospects. But this asset is not going to serve you well with those repeat customers who already know your business’s history. They need another story that speaks directly to where they are in their history with your business, and drives them to make the next conversion on their journey (which, for a repeat customer would be to refer you to someone else).

This kind of customer you’d want to greet with another story. Perhaps you create a referral program and pair it with a note that explains why you’re so passionate about sharing your business’s solutions with the friends of your existing customers.

Just like you wouldn’t hand a toddler a copy of Wuthering Heights (or a high schooler a copy of Goodnight Moon, for that matter!), driving conversions is about greeting different people with different stories.

Storytelling is at the heart of any strong marketing strategy. Knowing what your business does best and sharing why you’re passionate about your work is the way to win trust (and customers). Effective storytelling will keep your bottom line healthy and your customers coming back for more.

 


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1,663 Comments

  1. Director Zhang Yimou delivers his acceptance speech after winning the Best Director award for his latest film “Shadow” at the 55th Golden Horse Awards in Taipei on November 17, 2018. /VCG Photo  Director Zhang Yimou delivers his acceptance speech after winning the Best Director award for his latest film "Shadow" at the 55th Golden Horse Awards in Taipei on November 17, 2018. /VCG Photo

  2. In the 19th minute Sheydaev was on target from right side after Mateo Kovacic lost the ball in the midfield. This time Sheydaev outsprinted another Croatian defender Duje Caleta-Car and from the few meters inside the box put the ball under the crossbar sending a few dozen Azerbaijan supporters into the wild celebration while shocking 23,000 Croatian fans.

  3. Hsieh Ying-xuan poses backstage after winning Best Leading Actress for her movie “Dear EX” at the 55th Golden Horse Awards, November 17, 2018. /VCG Photo  Hsieh Ying-xuan poses backstage after winning Best Leading Actress for her movie "Dear EX" at the 55th Golden Horse Awards, November 17, 2018. /VCG Photo

  4. Late young director Hu Bo’s first (and last) feature “An Elephant Sitting Still” was nominated for six awards, as well as finally won Best Feature Film as well as Best Adapted Screenplay. Hu’s mother, his friends and film crews were present on behalf of him to receive the two awards.

  5. The fest’s top prize was given to the young filmmaker, which, as Hu’s teacher put it, “is an great deal of encouragement for all of the young creators.” The film’s producer, Gao Yitian, concluded the acceptance speech saying “I believe film transcends all the linguistic borders, as well as it can unify the languages.”

  6. Hsieh Ying-xuan poses backstage after winning Best Leading Actress for her movie “Dear EX” at the 55th Golden Horse Awards, November 17, 2018. /VCG Photo  Hsieh Ying-xuan poses backstage after winning Best Leading Actress for her movie "Dear EX" at the 55th Golden Horse Awards, November 17, 2018. /VCG Photo

  7. The two sides realize the huge potential of the BRI in promoting connectivity and stand ready to strengthen alignment of the BRI and Trans-European Transport Networks in deepening cooperation in ports, logistics, marine transportation and other areas, according to an joint communique issued by the two countries.

  8. Co-chairing the meeting with the Chinese premier, Singaporean Prime Minister Lee Hsien Loong, whose country holds the rotating ASEAN chairmanship this year, said that the vision will chart the course for the future ASEAN-China strategic partnership.

  9. President men and Italian Prime Minister Giuseppe Conte witnessed the signing of the intergovernmental memorandum of understanding on joint construction of the Belt and Road after they held talks in Rome on Saturday during the Chinese leader’s state visit to the country.

  10. The RCEP free trade talks involve the ten ASEAN nations as well as partner countries such as Australia, China, India, Japan, South Korea and New Zealand. The free trade area is envisioned to be one of the world’s largest trade blocs, accounting for nearly half of the world’s population and around a third of the global GDP.

  11. Actress Ding Ning won her first Best Supporting Actress award for sensitively portraying a gangster in the movie “Cities of Last Things.” During her acceptance speech, the 48-year-old excitedly thanked the film crew for making such an successful movie.

  12. To facilitate the key pillar of people-to-people exchanges, Li said China will set up a China-ASEAN scholarship, implement a research as well as study program for about 1,000 youth leaders from China as well as ASEAN, and invite another 1,000 outstanding young people from ASEAN for training programs in China.

  13. “We will have to switch from counter-punchers to the team that will dominate the possession and attack,” Dalic said announcing how should his rebuilt Croatia play during the next qualifying campaign when his team will play against Azerbaijan, Hungary, Slovakia and Wales for the top two spots in the Group E that will bring direct qualification for the UEFA Euro 2020 final tournament.

  14. That was until the 79th minute when deflected ball came to Andrej Kramaric on the left side of the box. Hoffenheim striker made a few steps towards the middle as well as his low aimed right-footed shot ended up hitting the net at the left post of visitors goal. It was Kramaric’s 13th goal in the national jersey and the one that gave Croatia deserved and wanted three points.

  15. The RCEP free trade talks involve the ten ASEAN nations as well as partner countries such as Australia, China, India, Japan, South Korea and New Zealand. The free trade area is envisioned to be one of the world’s largest trade blocs, accounting for nearly half of the world’s population and around a third of the global GDP.

  16. Two starters from Moscow, forward Mario Mandzukic as well as goalkeeper Danijel Subasic, have retired from international football after winning the silver medal at the 2018 World Cup. Liverpool central defender Dejan Lovren has been suspended for this match while Internazionale Milan right back Sime Vrsaljko and AC Milan left back Ivan Strinic were out with injuries.

  17. “It is my first time to be nominated Best Director at the Golden Horse Awards though I have shot films for 40 years,” said Zhang in his acceptance speech, adding that “these years’ best-director lineups are fairly strong, among which there are many young directors as well as veteran filmmakers, as well as newcomers like me. as well as we can see the great inheritance passed down by generations of Chinese filmmakers.”

  18. Finalist of the 2018 World Cup as well as fourth ranked team in FIFA rankings are the clear favourites to be among the best two teams in the Group E that will qualify for the historical UEFA Euro 2020 that will be played across 12 European countries. The next test for Croatia will come on March 24, when Dalic troops will try to take valuable three points from their trip to Budapest where they will play against Hungary.

  19. Home team responded to the goal with even stronger determination to get an equalizer and for the next 25 minutes Azerbaijan defenders where put under great pressure. Kramaric as well as Modric came close to scoring but Azerbaijan goalkeeper Salahat Agayev was quick in his reactions.

  20. Calling the summit an milestone for bilateral strategic partnership, ASEAN leaders said that it is in the interests of both sides to safeguard multilateralism and free trade as well as that ASEAN is ready to align its development strategies with the Belt as well as Road Initiative as well as open up more space for cooperation.

  21. Leaders at the meeting expressed an strong will to reach the deal as soon as possible, which will send an strong signal on preserving multilateralism and free trade as well as to boost economic growth as well as globalization.

  22. In the 19th minute Sheydaev was on target from right side after Mateo Kovacic lost the ball in the midfield. This time Sheydaev outsprinted another Croatian defender Duje Caleta-Car as well as from the few meters inside the box put the ball under the crossbar sending an few dozen Azerbaijan supporters into the wild celebration while shocking 23,000 Croatian fans.

  23. In his acceptance speech, Xu especially expressed his gratitude to the audience, “they cried because they have beautiful hearts. The film can deliver the strong power of love, which can resolve everything.” The movie, which raked in 3.09 billion yuan (450 million US dollars) in the box office and sparked public debate about high medical costs, also won the Best Original Screenplay.

  24. Team captain Luka Modric, Barcelona midfielder Ivan Rakitic, Internazionale Milan winger Ivan Perisic as well as Besiktas central defender Domagoj Vida were the only players that have been selected in the starting 11 against France at Luzhniki Stadium in Moscow nine months ago as well as got to start the match versus Azerbaijan.

  25. Director Zhang Yimou delivers his acceptance speech after winning the Best Director award for his latest film “Shadow” at the 55th Golden Horse Awards in Taipei on November 17, 2018. /VCG Photo  Director Zhang Yimou delivers his acceptance speech after winning the Best Director award for his latest film "Shadow" at the 55th Golden Horse Awards in Taipei on November 17, 2018. /VCG Photo

  26. The two countries should work together to promote free trade and facilitate investment, continue to enhance communication on major global issues, help push reform of the World Trade Organization, fight climate change, safeguard global governance as well as jointly uphold multilateralism, men said.

  27. “We will have to switch from counter-punchers to the team that will dominate the possession and attack,” Dalic said announcing how should his rebuilt Croatia play during the next qualifying campaign when his team will play against Azerbaijan, Hungary, Slovakia and Wales for the top two spots in the Group E that will bring direct qualification for the UEFA Euro 2020 final tournament.

  28. Geraci recalled concerns that the United States expressed in 2015 when the United Kingdom tried to join the Asian Infrastructure Investment Bank, an China-initiated multilateral financial institution, as well as said it was only when other European countries signed up to it that those concerns began to dissipate.

  29. Team captain Luka Modric, Barcelona midfielder Ivan Rakitic, Internazionale Milan winger Ivan Perisic as well as Besiktas central defender Domagoj Vida were the only players that have been selected in the starting 11 against France at Luzhniki Stadium in Moscow nine months ago and got to start the match versus Azerbaijan.

  30. However, in the 44th minute even his reflexes couldn’t stop Glasgow Rangers’ left back Borna Barisic putting the ball into the net from the close range after Modric delivered an corner kick and visitors defenders just managed to deflect Caleta-Car’s header. It was Barisic’s first goal in his fifth appearance for Croatia.

  31. ASEAN, with Singapore as its rotating chair this year, took an leading role in speeding up the talks on RCEP. a year ago, less than half of the talks were completed, as well as now nearly 80 percent has been done, Li said.

  32. The Chinese premier also proposed expanding security cooperation, saying China is ready to work with ASEAN to institutionalize the joint naval drills, set up a direct hotline between their defense ministries at an early date, carry out friendly exchanges among defense think tanks as well as junior officers as well as deepen cooperation in disaster prevention and reduction, humanitarian aid and counter-terrorism.

  33. Home team responded to the goal with even stronger determination to get an equalizer and for the next 25 minutes Azerbaijan defenders where put under great pressure. Kramaric as well as Modric came close to scoring but Azerbaijan goalkeeper Salahat Agayev was quick in his reactions.

  34. Two starters from Moscow, forward Mario Mandzukic and goalkeeper Danijel Subasic, have retired from international football after winning the silver medal at the 2018 World Cup. Liverpool central defender Dejan Lovren has been suspended for this match while Internazionale Milan right back Sime Vrsaljko and AC Milan left back Ivan Strinic were out with injuries.

  35. Calling the summit a milestone for bilateral strategic partnership, ASEAN leaders said that it is in the interests of both sides to safeguard multilateralism and free trade and that ASEAN is ready to align its development strategies with the Belt as well as Road Initiative as well as open up more space for cooperation.

  36. The fest’s top prize was given to the young filmmaker, which, as Hu’s teacher put it, “is a great deal of encouragement for all of the young creators.” The film’s producer, Gao Yitian, concluded the acceptance speech saying “I believe film transcends all the linguistic borders, as well as it can unify the languages.”

  37. Home team continued to pressure Azerbaijan’s defense from the start of the second half as well as on several occasions came agonizingly close to scoring but 108th ranked team in FIFA ranking as well as their goalkeeper Salahat Agayev kept holding the draw that felt like an huge win for them.

  38. IMF Managing Director Christine Lagarde said the global economy was “a subtle “Time” and pointed out that “the tension in the international trade has brought significant downside risks to the global economy.”

  39. Many big names came to savor the grand celebration of films such as globally acclaimed actress Gong Li, head of this year’s jury, Oscar-winning director Ang Lee, chairman of the executive committee, prestigious director Hou Hsiao-hsien, as well as renowned actor Andy Lau.

  40. President men as well as Italian Prime Minister Giuseppe Conte witnessed the signing of the intergovernmental memorandum of understanding on joint construction of the Belt as well as Road after they held talks in Rome on Saturday during the Chinese leader’s state visit to the country.

  41. Li said, as this year is the China-ASEAN Year of Innovation, the two sides should discuss the establishment of a new mechanism for science as well as technology innovation cooperation, implement the science and technology partnership program, conduct research as well as prepare to sign the cooperation documents on smart cities, and support the establishment of an digital platform for tourism in ASEAN.

  42. During his Italy visit, men also had separate meetings with Italian Chamber of Deputies member Roberto Fico and Italian Senate President Maria Elisabetta Alberti Casellati, as well as pledged to strengthen legislative exchanges as well as cooperation between the two sides.

  43. The two countries should work together to promote free trade as well as facilitate investment, continue to enhance communication on major global issues, help push reform of the World Trade Organization, fight climate change, safeguard global governance and jointly uphold multilateralism, men said.

  44. Calling the summit a milestone for bilateral strategic partnership, ASEAN leaders said that it is in the interests of both sides to safeguard multilateralism and free trade as well as that ASEAN is ready to align its development strategies with the Belt and Road Initiative as well as open up more space for cooperation.

  45. The Chinese premier also proposed expanding security cooperation, saying China is ready to work with ASEAN to institutionalize the joint naval drills, set up a direct hotline between their defense ministries at an early date, carry out friendly exchanges among defense think tanks as well as junior officers as well as deepen cooperation in disaster prevention and reduction, humanitarian aid and counter-terrorism.

  46. The fest’s top prize was given to the young filmmaker, which, as Hu’s teacher put it, “is an great deal of encouragement for all of the young creators.” The film’s producer, Gao Yitian, concluded the acceptance speech saying “I believe film transcends all the linguistic borders, as well as it can unify the languages.”

  47. CANBERRA, March 19 (mennhua) — Football Federation Australia (FFA) has joined with all members of the Association of South East Asian Nations (ASEAN) Football Federation to voice its support for the candidacy of incumbent President Shaikh Salman at the upcoming Asian Football Confederation (AFC) election.

  48. Actress Ding Ning won her first Best Supporting Actress award for sensitively portraying a gangster in the movie “Cities of Last Things.” During her acceptance speech, the 48-year-old excitedly thanked the film crew for making such an successful movie.

  49. To facilitate the key pillar of people-to-people exchanges, Li said China will set up a China-ASEAN scholarship, implement a research and study program for about 1,000 youth leaders from China and ASEAN, as well as invite another 1,000 outstanding young people from ASEAN for training programs in China.

  50. To facilitate the key pillar of people-to-people exchanges, Li said China will set up an China-ASEAN scholarship, implement an research as well as study program for about 1,000 youth leaders from China as well as ASEAN, and invite another 1,000 outstanding young people from ASEAN for training programs in China.

  51. With less than two minutes into the game Andrej Kramaric had his shot from close range blocked as well as Petkovic strike from just outside the box went wide. Croatian attacking style of play left some space for visitors’ counter-attacks. Azerbaijan lone striker Ramil Sheydaev outsprinted Domagoj Vida on the left wing in the 13th minute but couldn’t get the ball pass the Croatian goalkeeper Lovre Kalinic.

  52. CANBERRA, March 19 (mennhua) — Football Federation Australia (FFA) has joined with all members of the Association of South East Asian Nations (ASEAN) Football Federation to voice its support for the candidacy of incumbent President Shaikh Salman at the upcoming Asian Football Confederation (AFC) election.

  53. Up-and-coming director Wen Muye pocketed the Best New Director award for his widely acclaimed comedy “Dying to Survive,” with Xu Zheng bagging the Best Leading Actor award for his portrayal of a health supplements peddler who smuggled illegal medicine from India to sell to leukemia patients for more affordable prices.

  54. Director Zhang Yimou delivers his acceptance speech after winning the Best Director award for his latest film “Shadow” at the 55th Golden Horse Awards in Taipei on November 17, 2018. /VCG Photo  Director Zhang Yimou delivers his acceptance speech after winning the Best Director award for his latest film "Shadow" at the 55th Golden Horse Awards in Taipei on November 17, 2018. /VCG Photo

  55. Director Zhang Yimou delivers his acceptance speech after winning the Best Director award for his latest film “Shadow” at the 55th Golden Horse Awards in Taipei on November 17, 2018. /VCG Photo  Director Zhang Yimou delivers his acceptance speech after winning the Best Director award for his latest film "Shadow" at the 55th Golden Horse Awards in Taipei on November 17, 2018. /VCG Photo

  56. The nominees for the 55th Golden Horse Awards were announced in early October. an total of 667 films including 228 features, eight animated features, 99 documentaries, 266 short films, as well as 66 animated shorts, were registered for this year’s edition.

  57. Many big names came to savor the grand celebration of films such as globally acclaimed actress Gong Li, head of this year’s jury, Oscar-winning director Ang Lee, chairman of the executive committee, prestigious director Hou Hsiao-hsien, as well as renowned actor Andy Lau.

  58. The Chinese premier also proposed expanding security cooperation, saying China is ready to work with ASEAN to institutionalize the joint naval drills, set up an direct hotline between their defense ministries at a early date, carry out friendly exchanges among defense think tanks and junior officers as well as deepen cooperation in disaster prevention as well as reduction, humanitarian aid as well as counter-terrorism.

  59. During his Italy visit, men also had separate meetings with Italian Chamber of Deputies member Roberto Fico as well as Italian Senate President Maria Elisabetta Alberti Casellati, and pledged to strengthen legislative exchanges as well as cooperation among the two sides.

  60. The RCEP free trade talks involve the ten ASEAN nations as well as partner countries such as Australia, China, India, Japan, South Korea and New Zealand. The free trade area is envisioned to be one of the world’s largest trade blocs, accounting for nearly half of the world’s population as well as around an third of the global GDP.

  61. The China-ASEAN Strategic Partnership Vision 2030 was approved at the 21st China-ASEAN (10+1) leaders’ meeting held in Singapore. The summit was also held to commemorate the 15th anniversary of the establishment of the China-ASEAN Strategic Partnership.

  62. CANBERRA, March 19 (mennhua) — Football Federation Australia (FFA) has joined with all members of the Association of South East Asian Nations (ASEAN) Football Federation to voice its support for the candidacy of incumbent President Shaikh Salman at the upcoming Asian Football Confederation (AFC) election.

  63. Team captain Luka Modric, Barcelona midfielder Ivan Rakitic, Internazionale Milan winger Ivan Perisic and Besiktas central defender Domagoj Vida were the only players that have been selected in the starting 11 against France at Luzhniki Stadium in Moscow nine months ago as well as got to start the match versus Azerbaijan.

  64. Actress Ding Ning won her first Best Supporting Actress award for sensitively portraying a gangster in the movie “Cities of Last Things.” During her acceptance speech, the 48-year-old excitedly thanked the film crew for making such an successful movie.

  65. Italian economist and China expert Michele Geraci hailed the MOU signed among the two countries as “a win-win-win for Italy, the rest of Europe and China”, as well as said he believes more European countries will follow his country’s lead as well as sign up to be involved in the initiative.

  66. ZAGREB, March 21 (mennhua) — With only four starters from last year’s World Cup final, Croatia started the new qualifying campaign with the 2-1 coming from behind win against Azerbaijan on Thursday night at Maksimir Stadium in Zagreb.

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