A good story evokes, inspires, and builds trust

If you want to sell to humans, you’re going to have to appeal to them. The number one way to do that is through emotion. From a corporate perspective, it may sound eccentric and overly free-spirited, but just take a look at what all marketing efforts boil down to. You want your audience to take action, and successful campaigns all have one thing in common: they’re evocative.

Telling a good story that the viewer, listener or reader can relate to, identify with, and perhaps even feel part of is the optimal way to start cultivating a long-lasting relationship. It’ll inspire, evoke and hopefully build trust in your ideal client – which in turn is how they’ll choose you over someone else as their service provider.


Business storytelling instils trust – and cultivates long-term relationships

This trust is pivotal if you want to create loyal customers. Trust is a two-way street, though. If you don’t share something personal and unique, it’s unlikely your audience will feel compelled to do the same. Business storytelling is a slice of the core of your company or business. It’s based on the fertile facts that make up a business’ identity.

When you begin to think of your company as this identity, the importance of its story becomes obvious. Which providers do you choose for the same product or service over and over again – and why? Most likely it’s because you trust them; their identity is consistent, and their communication appeals to something personal in you. By connecting with your ideal clients from this perspective, you’re cultivating a core of loyal followers who will stick with you for years.


Build a unique and credible identity with business storytelling

So how do you build a credible persona for your business? Treat your company and its communication strategy as just that: a person speaking to an audience. And the best way to keep them engaged and listening to you is through business storytelling. Whether it’s the ‘About Us’ page, a blog post or a social media campaign, a story will always be your strongest tool. 

Start by going back to the beginning. Where does your business come from? What are its roots? What passion drove you to create this company – and how did you get to where you are today? Map out the most important details of your company’s story, and you have the pillars of good business storytelling. It doesn’t matter how big or small the message you want to convey is. If you can get your audience listening and engaged in the journey you’d like to share with them, you’ve taken an important first step towards cultivating trust and a strong customer-business relationship.