Increase Sales: How to Use Storytelling on Your Business Website
"Marketing is no longer about the stuff that you make,
but about the stories you tell"
– Seth Godin, online marketing guru
Would you like your business to earn more revenue? If so, you need to turn potential customers into actual customers who come back to you again and again for repeat purchases and happily recommend you to friends and acquaintances.
Turning that potential customer into a loyal patron is the goal of marketing. In days long gone, sales were made through person-to-person contact. In today's digital/online world, those human interactions are no longer common. However, people are more likely to purchase a product from a business that they feel connected to.
Because of that, you need a method to build that emotional bond with shoppers, and one of the best ways to build a relationship with those potential customers is through storytelling. After all, your business is providing something to customers that solves a problem of some sort, whether it's what to eat for breakfast or what kind of tech gadget to buy.
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There are plenty of competitors in the marketplace who can provide the same products, so you need to appeal to the emotions of your potential customers in order to sway them to buy from you instead of from your competitor.
Suggested reading: How to Maximize Your Business Using a Blog
Stories are universal, and one of the main goals of telling a story is to elicit an emotional bond between you and the shopper. You don't need to be a Hollywood film maker or a best seller author to use storytelling to benefit your business.
"Do you know what is the most-often missing ingredient in a sales message? It's the sales message doesn't tell an interesting story" – Gary Halbert, copywriting legend
Your About PageConsumers are overloaded with information every day. You need to separate yourself from other online businesses that bore shoppers with dry information about their products – statistics, specifications, technical facts, and more. Those pieces of information are important, but they should be a side-light – not a highlight.
Your About page is likely to be visited more than any other page on your website, so make it a page that creates an emotional bond with the readers. Don't bore those shoppers with dry information about your business. Instead, tell a powerful story about your brand – a story that the consumer can relate to on an emotional level.
Don't write the story of your brand like a marketer, and don't try to sell the product. Instead, have a conversation with the reader, and concentrate on human interest. You're not writing a college essay, so don't be overly concerned about grammar.
Your story should not be long and fragmented. Always keep it focused on the consumer and explain –
- why you love the product
- how the product came about
- how the product can help the reader
- what types of customers have found benefit from the product
Suggested reading: Why eCommerce Is Critical to Your Business
The Rest of Your SiteYour About page is not the only place on your website to use storytelling. Weave stories into content throughout your site, especially in your blog posts. You can make your site so interesting that people will visit your site just to see if there's a new story to read.
Keep in mind that your stories should focus on your customers and how previous customers have successfully and happily used your product.
As much as we like to think that we use logic in making decisions, more often than not, we make decisions based on emotion and then use logic to support the decision. Once you understand this, you can take advantage of that human tendency to promote and grow your business.
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Author: Kate Benzin