Storyselling: selling by telling stories

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Storyselling: How to write stories that sell?

First of all, you have to get customers to connect with what you're telling. And to do that you have to tell something interesting. But it has to be relevant, not just any story. Otherwise you'll only manage to entertain the viewer, without establishing the desired connection with what you're selling. This happens with some ads that we can all perfectly remember what healthcare email database they showed, but not the brand that sponsored them. Therefore, a combination of entertainment and message retention is sought . When it comes to telling good stories, the truth is that the format is indifferent, but the seventh art usually triumphs because we are so accustomed to its language. With video, emotions can be created very effectively through the magical combination of images and sound. Music plays a fundamental role in making us perceive the subtle sentimental nuances of an ad or content. It can immediately transport us to a very specific place or memory. But we must not forget that storyselling can also be done in other ways, such as through good copy.



The ideal is to tell a story that is inspiring but also speaks well of your product or service. In addition, it serves to give personality and identity to your brand . You are no longer just any brand, you are the one with a unique story. Because storyselling can be applied in many ways. On the one hand, you can use it to sell a specific product or service, but you can also use it to sell your own brand image. But be careful, a little is good and a lot is tiring, as they say. If you regularly take your consumers to extreme situations to make them feel something, it can be a very dangerous game. For example, ads that try to be excessively tear-jerking are more likely to cause rejection. Ultimately, you also seek to build loyalty among those who have already trusted your brand before, reaffirming their correct decision.

Examples of Storyselling

Imagine you have a plant store. You can try to compete by saying that you have the largest variety of cacti on the market. It's not a bad strategy. Or that you have some pots on sale at a very attractive price. But you can also sell your store as the only one where the cacti have their own name, because your grandmother always wanted to have lots of grandchildren. You can even put their name on each one of them on the pot: Juan, Antonio, Sara, Teresa... Have you seen the difference? In addition, stories, especially when they are very original, have the great potential to go viral on social media . A great ad is different in that people share it without any incentive. They genuinely want to show its content to other people because of what it has made them feel. And taking advantage of the fact that all consumers today can become prosumers is a key advantage. For this reason, the best ads accumulate millions of views: they tell stories that consumers want to share.

Generate business!


Big brands are pretty good at it. Look at Nike, for example. They don't tell you that their shoes have carbon fiber or an ergonomic sole. They tell you that you can push your limits and finish a marathon if you put your mind to it. Or Apple, I won't even tell you. To sell that their phones have an SOS system, they show you a father of three who got caught in a snowstorm. He survived thanks to the latest iPhone, of course. But in reality, we can see storyselling behind any successful campaign or brand, in one way or another. Even NGOs take advantage of the power of stories about specific people to make their message so powerful. Ultimately, storyselling appeals to the human factor behind the stories . You are able to empathize or connect with fictional characters because they appeal to very real experiences and feelings. Finally, if you really want to make your storyselling work, try to make what you tell truly original and different. The best stories are those that surprise us and take us to new places.