We love that more and more of you are coming to understand the value of storytelling. It is such a great way to get information about your product into the hearts and minds of your customers. Some of the best ads of all time are story-centred ones. Stories break down barriers, and help establish an emotional connection, and help us access shared values. But stories aren’t just good for selling – they’re also powerful tools when you are trying to understand customers and their relationships with products and services.
- Why do your customers love your product?
- What are the underlying fears or misconceptions that are keeping prospects from moving forward?
- How did your client communicate their positive experience so well that it gained you another customer?
Storytelling is a tremendous research tool for understanding emotion. Metaphor allows respondents (prospects, customers, or colleagues) to reveal key details that might be uncomfortable to say out loud. Sometimes they don’t even make cause-and-effect connections themselves, until they’re invited to tell us a story. It helps us take a deep dive into the “why”. Stories can also be used to figure out sequencing (what do we tell you first, so you’ll be convinced?) and semantics (how do we tell the story, exactly, to make it most impactful?)
So the next time you’re asking customers to share their opinions or ideas, ask them to tell you a story. We’re sure you’ll be glad you did.
Looking for the happily ever after,
Megann and Steve