The Best Ways to Use Storytelling in Your Small Business

Posted on: September 16, 2018, by :

Last Updated: Mar 29, 2016
If you want to get your prospects’ attention, make an emotional connection and be remembered, harnessing the power of storytelling is your best bet. Learn how to use storytelling to grow your small business.

In today’s information-flooded world, the stakes are high when it comes to earning the attention of potential customers.

Consumers have more choices than ever before. Traditional, interruption-based marketing isn’t as effective as it once was. Increasingly, stories are becoming the difference between good and great marketing. And most business owners aren’t using storytelling in their marketing today. Most of those who are, aren’t using it effectively. 

That’s because even our best marketing efforts fall flat without the right element…


The Missing Ingredient in Your Sales Message

Copywriting legend Gary Halbert said “Do you know what is the most-often missing ingredient in a sales message? It’s the sales message doesn’t tell an interesting story.” Empirical research bears out his assertions.

Marketing Professor Keith A. Quesenberry and Dr. Michael Coolsen spent two years analyzing 108 Super Bowl advertisements. Their research found that ads that told a more complete story (using Freytag’s Pyramid) were the most popular with consumers.

In other words, people were more likely to view and share the story-based ads. This results in greater consumer awareness. Professor Quesenberry notes that research has proven ad recall, recognition and emotional response are all increased by online buzz.

Why is this so important? Because people are attracted to and pay attention to stories.

RELATED: How to Get Your Customers’ Attention

Your target audience has a million voices clamoring for their attention. If you want them to pay attention to you, you’ll need to shake up the status quo. You need to address your prospect’s skepticism. You also want them to make an emotional investment. 

A Look at Why Storytelling Works

So why is storytelling so effective?


Let’s have a look at the five steps that will help you leverage the power of storytelling in your business.

Practical Advice for Any Storyteller

Everyone has the ability to become a better storyteller. Here are five ways you can use storytelling to grow your small business:


Your customers and prospects are bombarded with sales messages. If you want your marketing efforts to flourish, incorporate storytelling. Stories can help you grab people’s attention, connect emotionally and be remembered.

RELATED: 20 Ways to Get Word of Mouth Marketing for Your Business

© 2016 Attard Communications, Inc. All Rights Reserved. May not be reproduced, reprinted or redistributed without written permission from Attard Communications, Inc.

Anthony Sills is a direct-response copywriter and content strategist on a mission to eliminate boring marketing. He’s written copy for eBay, SEMrush, IBM, American Express, InfusionSoft and many exciting startups. You can always reach Anthony via social media or email.


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