How to Use Storytelling to Drive Sales

Written by Jeff Cole on December 10, 2016

The ability to tell a good story is crucial for being heard and getting your message out there. Storytelling helps people to connect to each other, reflect on their pasts, and contemplate their futures.

Statistics by themselves don’t tell stories. Statistics don’t sell because, compared to stories, statistics tend to be too generalized. Stories on the other hand can create sticky memories. That is, stories make more of an impact because they resonate with emotions.

Telling persuasive stories can help you better engage your prospects and help them to better identify with your business. Furthermore, it can help prospects picture their futures with your product or service.

Storytelling Basics

Storytelling starts with a strong foundation. Thinking about the components broadly, storytelling consists of:
Relatable hero. A sympathetic character may have flaws and shortcomings, but he’s relatable and you want him to come out on top.
Relevant hurdle. A problem the hero must overcome, whether it is a worn industry, a lack of change, or inability to be productive.
Insightful solution. The hero gains insight through a tool or other solution and is able to overcome the hurdle.
Rewarding outcome.  An achievement or a lesson learned makes the hero who he is today.

An example

All of your stories should be true, but they should also tie back to your business. Deliver them in a way that makes it clear how it relates to your business, product, and/or service. A great example of full-circle story telling is case studies.

A case study gives a detailed story about the development of a person or business using a product or service. Case studies follow a hero through their struggle. They delve into the search for an insightful solution and what becomes of the hero. View a great example of a case study shown here at

The Takeaway

In crafting your persuasive story, make your story memorable and relatable. By making it relatable, prospects picture themselves as the hero in the story. By making it memorable, when prospects face a similar hurdle as told in your story, they  recall that there is a solution that can lead to a rewarding outcome —that your business can help them succeed.