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Why is storytelling so important?

Did you know, this week it's National Storytelling Week - so what better time to talk about why storytelling is so important to your marketing.

How often when catching-up with friends or family does someone say, ‘I have to tell you this story’ or ‘you’ll never guess what happened?’

Our human instinct is to share and hear stories. Equally, we remember stories.

How often do you reminisce with friends about things that happened years ago? Think back to your bedtime stories as a child – how many of your favourites do you still remember? Stories make you feel things.

You might be asking yourself, 'but how is this relevant to my business?'

Well, if a customer feels connected to a brand or retailer then it’s harder to be swayed to another because of a single offer - and this is where storytelling becomes particularly valuable in marketing your businsess - it helps to humanise your brand. Your favourite business might offer great products and services, but if they add in great customer experiences with a tailored, personalised approach, then you are likely to be more loyal to them.

If you can tap into the heart and mind of your customers - you've got them! But it's vital to remember that whatever your story is, it must be real. You can’t fake an engaging story and if you try to sell yourself as being something you’re not, your customers will see through it, and you’ll lose them forever.

There are three simple stories you can start to tell straight away:

1. Your Brand Story: What is the overall story of your business' foundation/creation? Why was it created in the first place, and who by? People love to hear about the 'whos' and 'whys' of the company they are dealing with, and it is invaluable in helping to build a relationship between you and your customers.

2. Your Product Story: How can your product be used, or how does it benefit the customer? How does your product demonstrate the value that it can provide for your customer? Write a story about the products you offer and tell it in an engaging, compelling way.

3. Your Customer Story: This is real people telling real stories about the positive experience they have had with the product or service that your company is providing. Testimonials and customer reviews are the perfect way to tell the customer story.

Now you might be thinking, 'but where do I tell these stories?' There are three places that you are probably already using, that are great for telling your stories.

1. Your Website: Your website is the perfect place to tell your brand story because it is the first place customers will visit to look for more information about your business.

Did you know, the ‘About’ page is the second most visited page on websites, so make sure you are telling a compelling story about the background of your business, to help you connect with existing and potential customers.

2. Social Media: Social media is a great way of reaching new audiences, as well as engaging with your existing customers.

Don't forget to utilise the 'About' sections on your social media pages too - these should contain a short but punchy description of your business so as soon as someone visits your page, it is clear who you are and what you offer.

It's also worth remembering that your stories don't need to lots of words. Social media is the perfect place to tell stories using engaging video content, imagery and a few carefully chosen words.

3. Email Newsletters & Blogs: Email newsletters are a powerful way to have friendly conversations with your customers. In an email, you have their full attention and that is an opportunity you do not want to miss.

Blogs also work in a similar way – if someone has visited your blog, it’s because they have an intention to read more about your business or a product/service you offer. Make sure it's worth reading!

If you still find yourself stuck and wondering how to create more engaging content, then get in touch with us to see how we might be able to help.

We offer a free, no-obligation initial meeting, so drop us an email on


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