Why you can sell better with emotions.
What was the last movie that really upset you? Titanic maybe?
Yes, I know, it felt like an eternity ago, but it was also really great cinematic experience with a range of emotions: love, passion, fear, despair, sadness; in any case a story that everyone will remember.
What does "big cinema" have to do with your company?
nothing, you'd probably imagine
however, probably more than you'd think
Every company has a story. It is our job to first identify this story and then help you share it.
People like to hear stories and remember them more than a boring text with too much technical jargon or complicated product information.
The better your business story, the more successful and memorable your company or organization will be.
Let's assume you sell products for outdoor and camping, then this is not just about tents and functional clothing, but about a need for adventure, wanderlust, leisure and nature. A wonderful story can be built from this that arouses emotions and thus also the desire to purchase your products.
Do you sell real estate? Then it is not just about the purchase price, the location, the number of rooms and the bathrooms for your target group, but possibly someones new family home, the center of their life, a one-off purchase. It's about security and well-being, about the future and there are a lot of emotional undertones that can be laced into great storytelling that not only illustrate these ideas well, but also help intertwine the value of your product and or service with these emotions, in a way which leaves the viewer feeling that one can't be felt without the other
It may be more difficult when you produce screws, but there is also a story to be found there, perhaps in the traditional family company or in the important buildings or constructions that could be realized with the help of your screws, or it is all about your satisfied employees , about the company kindergarten, the award-winning canteen, the team spirit.
Whether for your company website, your blog or your social media postings, tell stories.
Stories that set you apart from other companies, those that make you unique and that will be remembered.
Here are eight strategy tips we use to help a company’s share their story.
1. Think about your target group first
Who are you telling your story to? Who are your potential customers, your business partners, your fans? Identify their interests, desires, and language, then start your story.
2. 2. Prioritize people not numbers.
Statistics and numbers can seem impressive, but a story that focuses on people is always much more exciting.
From the point of view of the entrepreneur, the employees, the school friends who founded the successful start-up or the countless satisfied customers, built-in numbers can suddenly become very interesting.
3. Begin your story in the middle of the action
It's easy to lose your audience in the run-up to the action. The reader often decides that after just a few sentences.
So skip ahead a few pages and start with the really interesting part of the story. After that, you can go back and provide the necessary context before explaining the end point or outcome.
4. Less is more
In times of “media frenzy”, when people are overloaded with information and stories, time is a special commodity. Tell it in a short, crisp and understandable way, informative or amusing, but please not boring. Then the readers will hang on your lips and read, rate, share and also comment positively on your story to the end.
5. Tell your viewers about your difficulties and how you solved them.
If it were easy, everyone would have already done it and wouldn't need you or your solution. Be honest about the problems you faced and how you managed to get rid of them. People love to hear how you overcame a problem, especially one they faced themselves.
6. Name your hero
Is the hero someone from your company or the product or service itself? He has to be the star of your story that customers, target audience, business partners will remember and refer to later.
7. Authenticity is the magic word, avoid showing off.
If you want your target audience to identify with you and rate you well, you cannot be untouchable. On the contrary: You can confidently admit mistakes and failures; by the way, these help to see your successes in an even more positive light.
8. Be brave but realistic
Not every story is a best seller, and that's fine.
Tell each story as best you can, but don't sell your story as Pulitzer Prize-winning story either. You can also tell an unspectacular story, as a so-called "teaser" for the more exciting story in the future.
In short, every company has its own story that the entire communication strategy can use as a guide.
It just comes down to recognizing them and finding different ways to share them.