The Power of Storytelling 📚

Why is it that Alexander McQueen’s fashion shows commanded so much attention and admiration? How has Oprah been able to stay at the top of the game for so long? And how in the hell did Conor McGregor go from a plumber to one of the biggest celebrities in the world in less than 4 years?

While each of these individuals certainly has many talents, one thing they all share is the ability to tell incredible stories through their work, time and time again. This ability to captivate and connect with an audience is essential to your success, whether you’re the CEO of a global F500 brand or a sales exec selling B2B.

As humans, we are naturally wired to seek connection and emotion will always play a huge role in buying decisions.

The great Maya Angelou said it best — “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

So how do you tell a great story? Put yourself in the shoes of your customer. Place your focus on delivering value instead of thinking about what YOU can get out of the interaction. Empathize with their current challenges. And most importantly, LISTEN! Instead of running through a canned speech that lays out all of the features that make your product so great, try to deliver real value by asking the customer about their problems and future goals. Then, discuss ways your product or service can help in these particular areas.

Let’s look at an example from the real world. Outdoor Voices, an Austin-based D2C activewear brand, burst onto the scene in 2012. Instead of trying to compete head to head with the likes of Nike and Adidas, they recognized a huge opportunity that those brands were ignoring.

Nike is amazing at telling stories for the elite athlete or for the kid with dreams of being in the NBA. But, what about the photographer who just enjoys getting out in nature for a weekend hike? Or the overworked CEO who exercises to shed away the stress of the day? Outdoor Voices listened to the millions of people like this and delivered a product, brand image, and experience that resonates perfectly with the casual, recreational athlete.

Take a look at your industry and think about the target audience that your brand is perfect for. Then, inspire and connect with these people by telling genuine stories that bring value.

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