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RESEARCH, ANALYSIS & TRENDS

Stay visible in the digital world by using

the magic of unique stories

In business life, communication has, however, only one
main function which is to inform and convince people.
Therefore, conviction is the fuel of all communicative
activities in companies and organizations. But since a
good story touches our hearts and brings a clear
competitive and sales advantage, we must try telling a
compelling one that’s unique and individual.

That way, you simply stand out from the crowd of
competitors, in times of products and services
becoming increasingly comparable and
interchangeable. In other words, it doesn't matter what
you're selling, whether it's a product or a service, there
Storytelling is one of the most successful is always a story behind the product. And if it's just your
techniques of modern corporate communication, own story of how you came up with your product.
especially in digital sales since the majority of
customers usually have already made their Storytelling is the most effective form of communication
purchase decision before making the buy. in the world because the brain remembers stories and
influences us, considering that purchasing decisions
are not solely made in the brain, since gut feeling is the
Whether you're a sales or marketing leader, without
good storytelling, you'll be less successful in your sales deciding factor.
funnel. The challenge and art is to influence interested The fact is that compelling stories
parties with compelling stories and relevant content in
such a way that they get on the shortlist of the few • are remembered 22 times better than facts,
companies that will ultimately be contacted as possible according to Stanford professor Jennifer Aaker,
suppliers. and sell at least twice as well as facts, revealed an
experiment, by addressing more areas of the brain
Storytelling might seem to be old hat but actually is still than data, facts and figures do;
popular since people are naturally curious and always
hunger for great stories. Especially for those that are • arouse our curiosity, offer entertainment, and are
not based on bare facts and figures, but on unique more likely to be passed on or shared than plain
stories that have never been told (like this) before. facts;
Interestingly, our brains hardly differentiate between
things that we experience ourselves and things that • can pack hard facts and complex issues in a more
happen in stories. Stories appear as if what is being exciting way and convey them more easily in a
told is our own experience and idea, hence, we simplified form;
sympathize, our pulse increases and our heart beats
faster. • address our subconscious, captivate our brain and
influence our thoughts and actions

In a nutshell, storytelling is the best way to reach your
customers during the customer journey, because every
digital sales funnel comes to life with good stories and
invites you to continue reading and clicking. ◊

By Daniela La Marca

4 March 2022: Content Marketing