At Why Story we care about stories. A lot. And so do you, because you are a human being. So your appreciation for stories are ingrained in your DNA.
Stories are the way we explore the world, gain insight, acquire information, increase the resolution of our reality and reach transformation. So why is it that many businesses don‘t use the power of storytelling to their advantage? And I am not talking about force feeding content down digital followers‘ throats. I am talking about the “big picture” story.
Many businesses operate on a „set and forget“ level of storytelling: Lure people in with flowery promises and once the sale is done, stick the client into the proverbial filing cabinet and remember them when it‘s time for another sale.
If you truly want to impact people and draw them towards your brand universe, you need a sweeping, profound and relatable story. Your story’s intent cannot be to sell. It’s intent has to be to bring across the value you deploy at all times. That is what most businesses DON’T do. An insurance company will remain silent until a claim is filed, a watchmaker will turn away once the watch is purchased, an airline will forget about you once you’ve purchased your ticket. When you stop communicating your story once you’ve made the sale, you break the potential for a real connection to occur. This makes you the same as every other business, as your competitor. Your stories aren’t working because you stop telling your story right before the client has the opportunity to become a fan of your brand. A closed deal is typically only important to the seller. Make your story important before during and after the sale and watch what happens.