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Selling With Intent: Why purpose-driven brands need storytelling marketing

Person standing on top of Grignetta mountain during sunrise film production shoot

Marketers and brand strategists have been raving about the importance of incorporating emotionally-colored Storytelling in sales. But why? What’s so special about storytelling marketing and why do you need to consider it along with the myriad other tasks that come with brand building? Can’t my products just sell themselves? Unfortunately, no. Not unless purpose-driven messaging that’s equally consistent and easy to grasp is involved.

Here’s the thing; currently there are more than 200 million active websites online today. On top of that, Over 627,000 new businesses open each year. Some of them exceed all expectations, while others get lost in the vortex of brands that just don’t hit the mark.

Have you noticed that most brands in your industry sound pretty much the same?

At first glance, most of these brands have something amazing to sell. The only issue is that they just can’t find a way to convey the amazingness of their products in order to resonate with their target audience. That’s exactly where storytelling in sales really shines.

Consider storytelling marketing as a way to let customers get a glimpse of what a brand really stands for before committing to making a purchase. Purpose-driven companies leverage the power of emotions and striking visuals to develop a unique identity that not only appeals to their own taste but also “speaks” the language of their ideal customers.

If fact, according to research by Headstream, if people love a brand story, 55% are more likely to buy the product in the future, 44% will share the story, and 15% will buy the product immediately.

A glimpse of how a sustainable marketing firm can take your business to new heights

Take Joia Alta Cucina, for example. Our marketing firm was on a mission to help this high-end Michelin Star restaurant communicate the message that Joia provides safe home delivery and a very special Aperitif amidst the continuing strict anti-Covid measures in Italy. Our purpose-driven, quick storytelling film highlighted the process from ordering to enjoyment. The result? Increased revenue by 700% (sold out on many days). But why is storytelling in sales so important for businesses?

With storytelling marketing, you won’t need a persistent sales pitch ever again

Couple walking through park grounds at Gisborough Hall Hotel

It's not what you sell, it's what you stand for.

No one (literally not a single person) likes an overly persistent salesman. The reason why storytelling is important in a business is pretty simple. You can talk about yourself without sounding like an annoying sales pitch.

The last thing potential customers need is to scroll on social media or visit a website only to be presented with yet another self-promo message. We are sick and tired of constant pitching, because, let’s face it, we are kinda selfish.

We want to know how something is going to benefit us in the long run. How said product or service will make our lives a tiny bit easier. Remember, 70% of the customer’s journey is based on how the customer feels they are being treated. Humans have an instinctive need to belong and to connect. We want to feel heard, understood, and pampered.

Storytelling in sales is “sticky”

Business storytelling (aka storytelling marketing) is about empathy, reliability, and understanding. This way, you can freely share the benefits of your products/services and all the ways your clients will benefit from them by telling a story they can actually relate to.

A marketing consultant can help you tailor your language and brand message and make it sound as if you are speaking directly to your audience. Did you know that sensory words stimulate the most activity in the brain?

Words and imagery hold tremendous power; they can persuade, shape and captivate. No wonder why 63% of people recalled a story from a presentation, but only 5% recalled a statistic. Who likes boring numbers and rows upon rows of uninspired content, right? That’s one of the reasons why storytelling in marketing is important.

Storytelling marketing takes many forms - including powerful videography

Man wearing helmet walking onto pontoon at nighttime

Words are powerful enough on their own, but imagine if striking visuals and powerful videography are involved.

This winning formula helped Biehler’s sustainably-driven cycling brand communicate and capture emotion and human connection, while also allowing the possibility to educate their audience on important matters.

As sustainable marketing consultants, we took it upon ourselves to make this amazing cycling brand stand out in a very saturated market through conscious Film Production. The result? As soon as they premiered the film at their Brand Summit, they received a great response from their Brand Riders, and subsequently from those who viewed it on social media.

Should you let a marketing firm use videography for your brand strategy?

Video storytelling in marketing works wonders. It's no wonder that Diode Digital recently found that online video is a 600% more effective marketing tool than print and direct mail combined. In fact, 54% of consumers want to see more video content from a brand or business they support.

If you aren’t yet sure if you should incorporate videos in your brand building strategy to make the most out of storytelling marketing, note that 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video. It all circles back to the connection we spoke about earlier. Purpose-driven brands use videos to connect with their target audience on an emotional level, build trust and engage.

Let’s use storytelling marketing to create an IMPACT.

If you're interested in using storytelling in sales and captivating your audience with stories that they can relate to, then start by downloading our eBook - Authentic Growth: 5 Powerful Human-to-Human Strategies to Increase Brand Loyalty.

You can always schedule a discovery call to further discuss your vision together and find out all the ways you can use storytelling to connect with a larger audience.

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