Tell me about it: 91% of consumers value ‘honest communication’ so salespeople must prioritise storytelling

We all grew up hearing and sharing stories through childhood and adulthood — they help us learn, develop and, above all, they entertain and inspire us. Brands today are increasingly incorporating storytelling into their sales and marketing strategies in order to resonate with their customers.

We must not overlook the increasing importance of storytelling in sales and marketing, as it takes our sales teams beyond presenting features and benefits.

What is brand storytelling?

While the terms ‘storytelling’ and ‘narratives’ are often used interchangeably, Deb Lavoy, chief executive of Narrative Builders, believes “if you have a really good narrative, you can tell a thousand stories with it”.

Storytelling may involve illustrating the reasons your company was created, what inspires the products and services you offer, or perhaps giving your customers a behind-the-scenes insight into your company.

The first step of brand storytelling is to succinctly summarise any or all of the above into a brand narrative — a strategic statement that conveys to customers what your brand is all about (this can include your purpose, core values, vision or mission). Read more

Sue Barrett - Smart Company - 22 Oct 2018


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