Just Sit Right Back and You’ll Hear a Tale … A Tale of Successful Storytelling

Posted by ImageWorks Creative Team May 06, 2014

Every business has a story. Whether your company has been family owned and operated for generations or you just launched to promote a life-changing new product, there is certain to be something about your business that sets it apart from the competition.  Let ImageWorks help you share that story with the world.

In today’s increasingly competitive economy, good storytelling is as integral to success as your price point and quality. Buyers are overwhelmed with options, and thanks to Google, it takes mere minutes for them to search up a list of businesses, evaluate them, and move on.  With such a brief opportunity to make an impact, you need to use every tool in your arsenal to stand out.

What does that mean? 

In short: never be boring.

Your site’s design should spark immediate interest, and your content should be compelling so that potential clients won’t be tempted to click away from your site and visit a competitor instead.

So what makes for a great story?

From a scientific point of view, good storytelling will get your readers to tap into different parts of their brain as they connect with the descriptions in your story.  When you successfully connect with your readers on a personal level, they will find themselves relating and rooting for you.

The Basics of Great Storytelling for Businesses

Of course, there are some key components that should be a part of any storytelling effort.

Use good grammar: You’re asking your audience to trust you with their money, their business, and their time.  Make a professional impression with good grammar, proper spelling, and a text free from typos. 

Keep your audience in mind: Think about who your customers are.  A middle-class stay-at-home mom isn’t going to be compelled by the same story that would touch a Fortune 500 CEO.  If your company needs to appeal to a broader audience, stick to stories that reflect the human experience – connections with friends or family, embarrassing moments,

Don’t get mired in the details. It’s true that details involving the five senses will help your readers to picture themselves as part of your company’s story, but too many details can detract from your message.  You aren’t writing the next Lord of the Rings Trilogy or A Song of Ice and Fire. Pare down your story so that it’s both concise and compelling. 

Make it memorable.  Charts and graphics are all well and good, but personal stories are the ones people remember. Instead of posting sales figures, tell a story about a client who used your product to reinvigorate his struggling business. Tell your readers about a mom who was able to spend more time with her children because she used your services. That kind of storytelling will stay with your audience long after they leave your website.

What Will Storytelling Do For Your Business?

Telling a good story takes time and effort. What sort of return can you expect on your investment?

Rudyard Kipling said,

“If history were taught in the form of stories, it would never be forgotten.”

History is home to some of the most compelling stories, and what we know about compelling stories is that they’re memorable. Even if your visitors don’t make a purchase or initiate contact the first time they visit your website, the impression you make will stay in their minds long after they click away. Days or even weeks later when they are ready to move forward, that memory will bring them back to you.

Storytelling builds trust. By creating personal connections with your prospects, relating to them as a human being and not just a B2C or B2B provider, you can forge a relationship based on mutual trust and understanding. Tell of a time when you failed; don’t be afraid to use your past failures as an example of what you’ve learned and how you’ve improved since then. No one is perfect, but sharing a story about a time in which you found an opportunity to learn and grow can make your brand seem trustworthy and compelling.

Tell a story about your product. Do it well, and your readers will imagine themselves using it. They’ll see how your company can make their lives easier, richer, or more fulfilling.  Remind them of a problem they have and then walk them through a story that illustrates how your business is prepared to solve that problem.  Expand their imaginations and make your products or services a part of your readers’ own stories.

For decades, storytelling has been a buzzword in marketing. While other buzzwords have come and gone, storytelling has remained a key component of any successful campaign. In fact, the need to tell a great story grows stronger the more competition there is. A customer who is drawn to your company’s story won’t be overwhelmed by a glut of information on the web. She’ll remember – and return to – your business when the time is right.


ImageWorks has been helping brands to craft compelling stories for our clients since 1996, and lately, we’ve been increasingly focused on telling a good story! Set up a meeting with us, tell us your story, and see how we can help you share it with your target audience.

Call us at (800) 308-8573 or request a storytelling or copywriting quote today!

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