The Story Behind The Sale: When And How To Use Storytelling In Marketing

Why Storytelling Is So Powerful

When was the last time you smiled or chuckled to yourself after reading an email?

Most emails are as dry as old parchment paper. And most are, at best, dull.

And that’s why so many email marketers don’t see the results they hope for and give up mailing their list after a few weeks.

A skillfully told story, when aimed at an appropriate audience, can seamlessly persuade them to purchase the ideal product.

Why?

Because when you sell through stories, you aren’t trying to force products on anyone. The story narrative presents a relatable problem and offers a solution at the end.

Take my recent experience, for example…….

We live in Thailand, far from one of the picture postcard images you often see in brochures. We are forty kilometers from Bangkok, in a rural area.

But we still suffer from the awful traffic congestion prevalent all over the country. Getting away from the smog and heat, even for a few days, is heaven.

Last week, we took off for the beach for a few days. Outside our hotel was an old Thai vendor selling these lovely hand-carved figures.

We walked past him every day and noticed he was struggling to make any sales. But then he put up a sign.

My wife translated the sign, saying, “Smile for a 50% discount.”

Now, suddenly, there was a small crowd around his stall. And people were buying his figures.

What changed?

The old man had introduced an irresistible hook.

My wife chatted with the old man, and we learned that his family lived in a poor region in the north of Thailand, and he sent money home every week.

Of course, we bought some of his carvings. They were exquisite artistry.

However, he had hit on an effective marketing strategy.

He started selling with emotion, not logic.

We can breakdown the old Thai vendor’s marketing strategy:

Capture Attention

At first, he found it hard going. Barely anyone was even stopping to look, never mind buying anything.

But by adding a simple twist, everything turned around. Now, passers-by were stopping and looking at his products, and most were buying them.

Bringing Emotion Into Play

The old man shared an emotional and moving backstory about his little business.

The goal is to evoke an emotional response that aligns with solving the audience’s problem.

Present An Irresistible Offer

A compelling offer, plus a discount or a bonus item, makes the deal seem unbeatable.

And that’s everything you need for effective promotion.

This is why I suggest you incorporate storytelling in your emails. In all your content, in fact.

They are more engaging and enjoyable, leading to higher conversion rates than promotional emails.

Try it if it’s something other than what you are doing.