Words That Sell: Elevate Conversions With Compelling Business Stories

In a digital landscape designed to target users with promotional content, people are inundated with sales pitches asking them to ‘sign up,’ ‘subscribe,’ or ‘buy now.’ This has led to consumers developing the ability to tune out branded messages as they scroll through their feeds and go through daily life. As such, businesses not only have to deal with a competitive marketplace, but they also need to find innovative ways to connect with their customers. 

Consider being on a B2B on-demand services platform like Sortlist, where hundreds of agencies offer thousands of services. Detailing your unique value proposition might get you noticed, but would it be enough to convince potential clients that you’re the right one for them?

This is an example of where the power of business storytelling can come into play. You can have good products and services, but if prospective customers don’t feel an emotional connection with them, their benefits can be drowned out by the noise. Stories resonate by tugging at people’s emotions. When done right, they can help you connect, engage, and, ultimately, persuade your audience. 

In this article, you’ll learn about the power of storytelling, citing examples from popular brands to help you develop your own stories and increase your conversion rates. 

The Age-Old Power Of Storytelling

From the intricate cave paintings of Lascaux and the epics of Homer, the annals of history are replete with proof of humans’ innate affinity for stories. In every culture and every epoch, stories have been a primary tool for communication, entertainment, and education. As the saying goes, ‘facts tell, but stories sell.’

But why is storytelling so effective for business?

• Emotional Resonance

A study from the Journal of Marketing Research found ads that evoked more emotion performed nearly twice as well as those that were more rational. This reflects a simple truth: humans tend to make decisions based on emotions and justify them with logic. Well-crafted stories have the ability to stir emotions, from joy to sorrow, anger to inspiration. 

Consider the Nike campaign featuring Colin Kaepernick at the most controversial time of the former NFL quarterback’s life. The message was straightforward but extremely powerful: ‘Believe in something. Even if it means sacrificing everything.’ 

The campaign tapped into broader socio-cultural conversations and emerged as a statement on belief, sacrifice, and perseverance. It evoked emotions, led to discussions, and kept Nike at the forefront of consumers’ minds. 

• Memorability

Research from Princeton University discovered that storytelling synchronizes the brains of the storyteller and the listener, leading to better understanding and retention. Facts can be easily forgotten, but when wrapped in a compelling narrative, they can become memorable. 

Apple’s ‘1984’ commercial is a prime example. More than just an advertisement for a computer, it positioned Apple as a revolutionary brand challenging the status quo. Decades later, it remains one of the most memorable commercials of all time. 

• Authenticity

In another survey, 86% of consumers said that authenticity is a pivotal factor when choosing which brands to support. Genuine stories, especially those rooted in real-life experiences or brand origins, can add a layer of trustworthiness and relatability to a brand. 

Take Airbnb, for instance. Their ‘Belong Anywhere’ campaign leveraged real stories from hosts and travelers and emphasized the unique experiences and connections made through their platform. It transcended marketing and became an authentic representation of what Airbnb offers: a sense of belonging, not just a place to sleep. 

The Essence Of Business Storytelling

It’s important to note that there’s a difference between storytelling and effective business stories. The latter is built on weaving narratives that resonate with your target audience. Once you capture their attention, you can use these stories to simplify complex ideas and captivate potential customers from discovery to conversion. 

Below are the primary elements of compelling business storytelling:

• Relevance 

In a content-saturated world, your brand stories must align with your audience’s pain points, motivations, or values. When people can relate to your stories, it sparks a connection between them and your brand. 

Here’s how you can achieve this:

• Know your audience: You can use web and social media analytics tools to better understand your target audience. These tools can show you basic, albeit helpful, information, such as interests, the types of content they engage with, and common questions and concerns. You can also use surveys to get insight into their preferences and pain points. This information is crucial to crafting stories that resonate.  
• Incorporate feedback: Empower your customers to share their stories and experiences. Often, the most impactful stories come from the community itself. 

Dove’s ‘Real Beauty’ is an excellent example of a campaign that touched a chord globally. By focusing on everyday women rather than models, Dove made a statement about authentic beauty, allowing them to speak directly to the insecurities and aspirations of their target audience. 

• Simplicity

The world of business is intricate, often full of technical jargon, detailed processes, and complex strategies. However, when it comes to communicating with an audience, simplicity can be a potent tool. Effective business stories can make the complex understandable, the unfamiliar relatable, and the tedious captivating. 

Moreover, a simple message is easier to understand, remember, and share. In an era of information overload, where consumers are bombarded with marketing messages, a simple narrative can stand out.

How to achieve this:

• Find your core message: Identify the most important message you want to convey. Ask yourself (and your team) the following questions: Why are we creating this content? What do we want to achieve with it? Then, put yourself in your audience’s shoes. If you were them, what would resonate with you the most?
• Avoid jargon: Use plain language. While not every member of your audience will be at the same knowledge level, a simple story can cater to both experts and novices. Pro tip: If your grandmother can’t understand it, it’s probably too complex. 

Think about the classic Apple ads for the iPod with the tagline ‘1,000 songs in your pocket.’ At a time when MP3 players were relatively new, Apple didn’t dive deep into technical specs. Instead, they presented a simple, powerful benefit that everyone could understand. 

• Engagement

Every storyteller desires an audience that’s captivated from beginning to end. However, engagement isn’t just about holding attention—it’s also about sparking an emotion, changing a perception, or prompting an action. Whether it’s sharing content or making a purchase, an engaging story can be an effective catalyst. 

Here are some of the other things engaging stories can do for your business:

• Build brand loyalty: Consistently engaging content can turn a one-time visitor into a lifelong customer. Over the decades, Nike has regularly highlighted stories of grit and determination. This has turned their ‘Just Do It’ campaign into an ethos many of their customers live by. 
• Enhance organic reach: Content that’s shared widely on social media and other communication channels can reach potential customers without any additional advertising spend. 
• Strengthen community: An engaged audience tends to form communities around brands, amplifying its connection, voice, and reach. Harley Davidson’s brand story revolves around freedom and camaraderie. This has led to a passionate community of riders often sharing stories of their adventures. When prospective buyers hear these stories, they’re not just buying a bike; they’re buying into a storied community.  

How to achieve this:

• Use compelling visuals: GoPro does a great job of this, using its customers’ content to promote their products for them. The captivating user-generated videos transport audiences to reveries of their own adventures. While this strategy won’t be applicable to all industries, you can always find creative ways to use imagery to highlight what your business brings to the table. 
• Incorporate conflict and resolution: Identify common challenges your audience faces and present your products as the solution. For instance, Slack’s marketing campaign highlighted the chaos of endless email chains and positioned its platform as a streamlined, collaborative solution. 
• Inject interactivity: During its heyday, Buzzfeed regularly used quizzes to engage readers, encouraging them to share their results to draw more attention to the content. You can also use other tools like interactive infographics and polls to engage your audience. Apart from being engagement tools, these also double as excellent data sources.
• Leverage continuity: Consider building upon high-performing pieces of content, as series and sequels can generate anticipation. For instance, Apple’s series of ‘Shot on iPhone’ ads showcased a different facet of iPhone photography with each new ad. This continuously engaged audiences eager to learn how to optimize their photos. 

Creating impactful business stories requires the combination of understanding human psychology, leveraging market data, and creatively presenting your brand’s message. Remember, for your brand stories to be effective conversion tools, they need to engage, inspire, and resonate with your audience. 

Final Words

In a world overflowing with information and offerings, a compelling brand story can be a powerful medium to make your audience take notice and relate. When you’re able to craft engaging narratives that tie up your business with what matters to your audience, you’re not just selling a product or service; you’re showing prospective customers that you understand them. 

So, the next time you’re cooking up marketing strategies to elevate conversions, focus on the things that resonate with your customers. These will help you develop brand stories that inspire and give hope, transforming your business narrative into tangible results.