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Ghostwritten by Nicole Hehl
Storytelling in Business: The magic to making your business memorable, trusted, and loved
Condoms.
But not just any condoms.
Huge, jumbo condoms.
They have nothing (directly) to do with my business, but “the condom story” is one of my favorite emails I’ve written to date.
It’s a tale of the Cold War, psychological warfare, and an outlandish idea conceived (pun absolutely intended) at the Central Intelligence Agency to dump planeloads of jumbo rubbers — labeled American small/medium — across the Soviet landscape.
The message: Our democracy and people are superior to you. Feeling demoralized, Soviet troops would surely flee in shame.
While never carried out, the prophylactic plot was an unusual example of social proof. (Case studies are one of the services I offer and, as you could guess, this is a great example of the power of social proof. And pretty dang memorable, too.)
Now, I could’ve said, “If you’re looking to boost the credibility of your business, here’s how to employ social proof.”
Boring. And forgettable.
The condom story is surprising.
Why am I reading about condoms in a copywriting email? It has war, intrigue, humor – it tells a story! That’s what makes readers keep reading, and that’s what makes it memorable. (Seriously, I still get contacted about that email more than a year since sending it.)
Storytelling creates interest and connection, builds trust, and enhances memory. Apply that to your business, and the impact is downright magical. (OK, it’s technically brain science, but it feels magical.)
Why storytelling is important for your business
Think about the biggest, priciest advertising out there – like, Super Bowl level. Those 30-second spots bring in as much interest as the game. You’re not leaving the couch for commercial-break snacks and refills. Because you know a story is coming.
They can be funny, surprising, or touching, but according to marketing researchers, the winning play to Super Bowl ad success is telling a complete story.
Check out what that storytelling magic can do to boost your business.
Keep your audience interested
There’s a lot of content competing for the attention of our ideal customers. You need to grab that attention and keep it! Stop the scrolling and clicking … unless they’re clicking “buy” on your website.
A well-told story keeps your audience engaged, thanks in part to a release of dopamine, but also because of the human connection. You feel like you know someone and are interested in what happens to them. It makes your audience want to learn more.
Tap into emotions
Facts and figures activate the language processing section of the brain. Logic. But most of us buy on emotion. We’re humans, and we care about other humans.
Amazon’s 2020 Super Bowl commercial, The Show Must Go on, is an awesome example of connecting with an audience and tapping into emotions. (I admit, this one makes me tear up.)
The ad builds connection to the pandemic and the challenge of adjusting to this altered world. (Relatable, right?) It shows hard work, community, following your dreams, and helping others.
What it barely shows is Amazon: a purchase on a phone, an Amazon box, and the logo at the end. It’s memorable, touching, and without saying it, makes you think about the convenience of millions of products delivered to your doorstep.
Create trust, credibility, and a powerful connection
When you get personal and vulnerable, you become a real person. It makes you trustworthy and connects your audience to your values and why you do what you do. And that makes your audience more likely to choose your business.
Giving a scientific boost to the storytelling lovefest is oxytocin. When hearing a great story, the brain releases the “love hormone,” which enhances empathy, trust, and a relationship bond that helps create lifelong customers.
Extra bonus: Sharing your story is empowering in your own life! It helps you feel grounded in where you're coming from and acts as a compass for you to return to when you're not sure about what next steps to take in your business or life.
But not every story has to be your own. Listen to your customers. Read testimonials. Sharing the experience of someone who’s benefited from your services really bolsters your credibility.
Create shared experiences
When listening to a story, your brain activates as if you’re experiencing the events. Hearing about sprinting after a dog? Motor cortex, activated. Reading about the scent of warm apple pie? Sensory cortex, you’re up.
How cool are our brains?
What’s even cooler is that when you share a story, your audience mirrors your experience. Research shows the same brain activity in the person reliving the memories as the one imagining the events.
That means you can help shape what your audience is feeling so they know what you know — your business is awesome — and feel what you feel — excited about how your business can help them.
Be memorable and persuasive
Figures and logic play an important part in business, of course. So if you want those details to stick, tell them in a tale.
When your audience feels like they are having the experience, they’re more likely to remember it. Plus, they get an extra memory-forming boost from cortisol.
Storytelling is so powerful that sharing something in a story makes it 22 times more memorable! Making your audience 22 times more likely to remember your product? Yes, please!
When you tap into emotions, build trust and credibility, and support it with logic, you not only become more memorable, but you create the recipe for persuasion — time-tested since the 4th century B.C.E. (thanks, Aristotle) and still working for us today.
So, start telling your stories and put that magic to work in your business.
