In this lesson, we’ll talk about how to get the attention of your customers through storytelling. Also, we’ll go through a few real-life examples of business storytelling.
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Customer engagement strategies lesson 2
This is the second lesson of our customer engagement strategies. In this lesson, we’ll focus on how to get the attention of your customers through storytelling.
Have you missed our previous lesson in audience building? You can find it from the below link.
Build an audience first, and then start selling
Boring businesses vs. interesting businesses
Today, the markets are filled with noises. So, it is not easy to stand above the others and reach your potential customers. That is why you need a great story to make your business an interesting business.
Quick question: Check these below marketing stories. Which one would you share on Facebook?
- We sell lightweight, waterproof hiking shoes. Our shoes come in all sizes and six designs.
- Every time you buy a pair of hiking shoes, we remove 5 pounds of plastic from the ocean.
The second story is more compelling than the first. It will give you a chance of going viral on social media. Also, that storyline will turn more heads to bring in more customers for that business. That is how you differentiate boring businesses and interesting businesses.
No business is boring
What if your business doesn’t have a compelling storyline like the previous example? Would that make your business boring?
Well, you need to find a compelling story about your business to attract more customers. That doesn’t mean you have to remove plastic from the ocean too. There are other ways to find great stories for your business. Let us find out two storytelling approaches for your business.
- Personal purpose storytelling – Telling the story about the life evet that sparked your business idea.
- Higher purpose storytelling – Telling a story about a greater goal of your business, like our ocean plastic removing example.
Attracting customers through personal purpose storytelling
This approach centers on the life event or the moment that sparked your business idea. It can be even the history of your business. Also, it can be a story about the secret recipe of your great-grandma that you are using in the Jam you sell.
Let us find out how a personal experience can create a great story for your business
Patrick Boateng is the founder of Ceylon by Anim Labs. He tells the story about how he came up with the idea of creating a skincare product for men of color. This simple storytelling enabled him to feature his business on leading blogs and magazines to attract a wider audience.
Let us find out how a higher purpose can create a great story for your business
Zwoice is Europe’s first plastic-and-pollution-free online shopping portal, which promotes eco-friendly e-commerce. Also, there is a great marketing lesson behind this startup.
The name Zwoice is a combination of two words (“zero waste + choice”), which explains the course of their business. Zwoice was launched in March, and it is quickly catching up the attention of media and eco-minded communities, all thanks to its higher purpose storytelling.
When you create a story for your business
When you create the story for your business, keep in mind to make it specific. Decide whether personal or higher purpose storyline fits best for your business and follow that path.
Remember, the storytelling makes it easy for businesses to cut through the noise and reach potential customers. It can turn heads and creates an interest in your business. Without a strategy to make your business an interesting business, it will end up as just another boring business in the vast market.
So, build a story, and include storytelling with your marketing strategy to attract and engage potential customers.
In the next lesson of customer engagement strategies, we will discuss how to use humor to connect with your audience.
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