Balancing storytelling and selling

 

We all get the ick, and that’s something you don’t want your audience to get in marketing (unless it’s a deliberate ick, thanks to a TikTok trend).

 

We’ve all been there. Walking into a store to browse, and feeling like every step we take is being tracked by a sales assistant who’s waiting to swoop in and make a sale. 

 

If you just wanted to window shop, you might not pay that store another visit if it had overly-keen sales assistants. Now if the store’s sales team was to invite you in, get you settled in, and intrigued you with a story about the brand, you’d develop a better relationship with the store.

 

The same goes for marketing. Be mindful of the customer journey, and which stage you’re at. And storytelling plays a major role in building a relationship with your audience. But of course, brands still need to sell. So what’s the sweet spot here?

 

Storytelling evokes emotion, builds trust, and makes your brand stick. And if you do these well enough, a simple call-to-action will be enough to get your audience adding to cart. Even though it’s a simple step, it’s an important one. There’s no point in entertaining your audience if they don’t know what to do next, right?

 

Start with a story, seal it with a sale

 

If you’re a marketeer, you’ll have heard this a thousand times – know your customer. This includes what makes them smile, and what doesn’t. Addressing their pain points will help put your solution front-of-mind, and a good story will help you get there.

 

The social proof is in the pudding

 

We’re social beings, so it’s important to tap into this aspect of marketing. No matter how much you shout about your brand from the rooftops, customer reviews and referrals add significant value here. So load up on case studies and testimonials.

 

Bring on the main character energy

 

M&Ms, Colonel Sanders and KFC, The Michelin Man – decades of these brands enjoying marketing success all point in the same direction. We all love a good character. So if it’s aligned with your brand, create one for yourself. They can make your brand feel warmer, and even help simplify a complex product or service.

 

Your audience is the hero, you’re their cheerleader

 

In a time when brands are fiercely competing for attention, it’s easy to forget who we’re in service to. Don’t side-line your audience by letting industry fame and bragging rights cloud your view. If you’re thinking of making a change because the industry is chasing the next shiny thing, be sure to really consider your audience first.

 

Put on your director’s hat and pump up the production

 

And with this, we don’t mean balloon your budget. Whatever you’re working with – especially during such an exciting time for technology – is always enough to tell a more exciting story. Whether that’s sharpening your newsletter’s narrative, or turning your social media into a wonder-filled playground for your audience to explore.

 

Balancing storytelling and selling is a fine balance, but one that bears delicious fruits. It paves the way to recall, relationship-building, memorability and finally – sales.

 

So whatever you’re working on next, narrow your eyes and ask yourself: 

Is this just a sales pitch, or will it make my audience feel something? 

Curious about PR storytelling? Check this out.

 

For a hand with memorable marketing, captivating copy, or design that dazzles – we’re just an email away at [email protected] 👋