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Storytelling is a long-established tradition for humans.

It’s a medium that our ancestors used to pass down truths, myths and cultural traditions through generations. It timelessly stands as a powerful tool to engage your customers on a deeper level, and in-turn, inspire them to spread your story for you.

“The human species thinks in metaphors and learns through stories.” —Mary Catherine Bateson

Companies will often overlook opportunities to leverage the power of storytelling focusing solely on the facts and figures. Statistics can be a vital part of a story, but if you’re trying to hold people’s attention and drive sales, you can’t forget about storytelling. As general rule, according to Robert Dooley, author of Brainfluence, “…some of your information should be in a story format to keep your reader engaged, because if it’s all facts and all statistics, you’ll lose a lot of your audience.”

If you’re looking to communicate key ideas, persuade others, and get what you want – utilize the power of storytelling in your marketing. With our three essential rules you should be well on your way to working more storytelling into your marketing. One: tell the story of your company history; two: keep it simple; and three: make your client the hero of your story.

1. Tell your history in story form.

  • Tell the “why” of how you started your business.
  • Tell the “how” your founding members were drawn together.
  • Tell the “what” of your services that transform the lives of your clients.

2. Keep it simple.

  • Focus on one main issue, no matter how complex your industry might be.
  • Don’t forget to utilize the power of emotion, it can inspire your audience to take action.
  • Show how your company solves THE problem that has been driving your client crazy.

3. Make your client the hero.

  • First, focus on the problem: the villain.
  • Then, touch on the issues that come along with the villain: the disaster zone.
  • Drumroll please… introduce the hero: your client. They will make the magic happen with just a little help from their sidekick—you!

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These simple rules for storytelling will jumpstart your storytelling efforts, engaging your clients and turning them into brand ambassadors. If you’d like to discuss your goals and how to make them happen, set up a free 30-minute coffee talk by emailing us at hello@sautecreative.com. We’d love to chat with you!


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