Storytelling: The Key to Sales
Let’s face the facts, You love a good story. Don’t lie to me now, I know you do. How do I know? We’re designed too. It’s how we passed on information from generation to generation to generation to… well you get the idea. We use stories everyday to create meaning in our lives. If you think about it, we are mostly the stories we tell ourselves about ourselves. Bit by bit, as the centuries rolled by that storytelling gene got handed down, and spread through the human race like some kind of global pandemic (if you can imagine such a thing).
In these modern and less romantic times, stories are lesser told around a fire and more beamed into our eyeballs from the Instagram machine. The cautionary tales of primitive man warning of the dangers in the dark have been replaced with dark and dangerous tales of attractive actors to appease the primitive parts of our brains.
Be it film, book, television or social media content, we crave a good story. It’s one of the few things that hold our attention beyond our base urges.
Sadly, we are not the first people to figure this out. Advertising execs of the past realised they could use stories to leverage, seduce, cajole and manipulate the masses into buying anything from toilet cleaners to top of the range cars. The product didn’t matter, it was the story they told about it that did.
So, if you can’t beat em’ (you can’t, we’ve tried), then join em’.
Why Does Storytelling Works So Flipping Well in Marketing Then?
As I said, we are wired for stories. From childhood, we connect with narratives that evoke emotion, present relatable challenges, and offer satisfying resolutions. In business, this storytelling approach helps guide a potential customer through the buyer’s journey—from awareness to consideration to making the sale.
A compelling brand story doesn’t just tell people what you sell; it shows them why it matters. It creates an emotional connection, builds trust, and makes your brand memorable. And in an ever-changing world where attention spans are shrinking, that’s a golden ticket. How do you know what a golden ticket is? It was probably in a story.
Science backs this up. You’ve probably heard the saying, “A picture is worth a thousand words,” but did you know that the human brain processes images in as little as 13 milliseconds? An MIT study found that visuals not only grab attention instantly but also stick in long-term memory. (citation)
Yes I got that statistic from another article, and yes, it’s a bit “sciency”, but that doesn’t make it any less true.
When storytelling is delivered through good video content, it becomes supercharged — engaging as it stimulates both visual and auditory senses, manipulating the brain, and stirring up emotions. Think of a book or a film that made you cry. Didn’t take long did it? Emotions are powerfully linked to memories. If you can evoke an emotional response in a prospective client, your brand will stick in their head like sticky gum covered in glue. Now your brand is beginning to seem trustworthy and memorable. And when a video truly resonates, viewers don’t just watch it—they share it, and when they do that, the new eyes watch and new potential customers are born. Not literally… you’ll rarely advertise to babies.
The Customer’s Journey: A Story in Three Acts
A prospective customer doesn’t just wake up one day and decide to buy your Toaster, Taxi Service, Baked Goods, Beard trimmer etc. They go through a journey and not too dissimilar to the structure of a great story… Pretty cool what I just did there right?
‘Act 1: Awareness’ – Capturing Attention
A man - let’s call him Jack Fandango - has a problem. The man can’t stop burning his hands taking food out the oven. Everyday the poor chap scolds the old meat-hooks on piping hot metal backing trays and he’s had enough. One day, an incredibly bright idea hits him (a rarity for poor Mr Fandango), “Oven Mitts”.
But which ones? And where to get them? And what colour should they be?
At this point, Jack is a prospective customer to your kitchenware brand. He’s identified he has a problem, and needs to fill a need. What your brand has to now do is introduce yourselves to Jack in a way that is immediately engaging. So when Jack goes online to seek answers to his problem, you want to be there. Let me bore you with another quick stat I thieved. “54% of users prefer video content over text when researching online”. Jack wants to see these oven gloves and feel the impact they have on the users life.
Start baiting the line with some story driven video content and wait for the fishy to bite. A short brand video introducing you brand with an emotional impact will get you stuck in their head like sticky stuff on other kinds of sticky stuff. The goal? Make them think, “This brand understands me and my needs”.
Act 2: Consideration – Building Trust
Now that you have Jack’s attention, he’s going to start researching some other options. Jack may not have many bright ideas but he’s been told it’s good to “shop around”. So off he goes comparing mitten gloves, reading reviews and watching some product videos. Unfortunately, Jack starts finding some very good alternatives…
This is where you need to build trust.
More than 70% of online buyers prefer interactive content over plain text, so engaging video testimonials showing your brands personality can make an enormous difference in the fight for Jack’s money. Case studies on your products, behind-the-scenes insights into the production of the mitts, and customer testimonials - can help you stand tall among the vast competition out there.
Act 3: Decision – Making that Sale!
Jack Fandango is on the very cusp of making the biggest decision of his life Vis-à-vis Oven Mitts. But, ever the timid man, he needs one more little nudge. We need the winning sales trifecta! Social proof, clear messaging, and a strong call to action. Social proof that your kitchenware brand is as reputable and brilliant as you say it is, a clear message of exactly how your product will directly improve and his life, and a powerful call to action that subconsciously screams “Buy this NOW and everything will be BETTER for YOU”.
The power of storytelling is inherently within all three of these. Your social proofing will be customer testimonials of how your mitts improved their kitchen experience, and therefore improved their social life, marriage and got them promoted at work, or whatever stores they decide to tell. Clear messaging and calls to action need to emphasis the immediate need of the purchase.
One more stolen statistic:
Consumers are 64-85% more likely to buy a product after watching a video.
Maybe all three of the winning sales trifecta can be achieved more efficiently through video, one might think…
Jack Fandango finally makes his decision and I’m happy to tell you, he chose your brand over ALL the others out there thanks to your unparalleled ability to harness truly powerful visual storytelling in your sales strategy. Congratulations you!
Bringing Your Story to Life
Great storytelling in marketing isn’t just about talking at your audience—it’s about connecting with them. By using authentic, emotional narratives, combined with engaging video, and and carefully crafted messaging, you can take potential customers on a journey through your brand that feels personal and meaningful.
At Lightwell, we specialise in crafting compelling, emotive stories that engage and, the key point - convert. Whether it’s a cinematic brand film, an inspiring customer story, or a high-impact product video, we’re here to help you create content that resonates.
