Wilma Collective

Storytelling is the practice of informing, educating and entertaining by telling stories. It has been used in various settings and contexts all over the world for years. When storytelling is used for marketing purposes, it is called storyselling. Storyselling is the practice of using stories to sell a product or service, rather than relying solely on facts and figures.

The reason why storyselling is so effective is that it allows businesses to connect with customers on an emotional level. By telling stories that are relatable, memorable, and impactful, businesses can build trust and rapport with their audience, ultimately leading to higher sales and customer loyalty. In this blog post, we explore the importance of emotional connection in storyselling and offer some tips for how to create emotionally engaging stories that resonate with your audience.

Why emotional connection matters in storyselling?

One of the key reasons why emotional connection is so important in storyselling is that it helps to build trust and recognition with the audience. When people feel an emotional connection to a story, they’re more likely to remember it, share it with others, and take action based on it. By contrast, sales pitches that rely solely on facts and figures can feel cold and impersonal, making it harder for customers to connect with the product or service being sold.

How to create emotional connections in storyselling?

To create emotional connections in storyselling, it’s important to start by understanding your audience and their needs, desires, and pain points. Once you have a clear understanding of your audience, you can tailor your story to resonate with them on a deeper emotional level. Some tips for incorporating emotional elements into a storyselling pitch include:

• Use personal anecdotes that illustrate how the product or service has made a difference in someone’s life
• Use vivid language that engages the senses and creates a sense of atmosphere
• Focus on the benefits of the product or service, rather than just its features
• Use metaphors or analogies that help to make complex ideas more accessible
• Use humor or wit to lighten the mood and create a more relaxed atmosphere

An example of a great storyselling campaign is Nike’s “You Can’t Stop Us” ad campaign, which was launched in 2020. The campaign features a series of short videos that tell stories of perseverance, resilience, and triumph over adversity, all set to a powerful, uplifting soundtrack. The videos feature a diverse range of athletes, from basketball player LeBron James to skateboarder Lacey Baker, each with their own unique story of overcoming challenges and pushing through adversity.

The “You Can’t Stop Us” campaign was a huge success for Nike, both in terms of its impact on consumers and its recognition in the advertising industry. The campaign earned over 2 billion views on social media and was named the Best Campaign of 2020 by AdWeek. What made the campaign so effective was its ability to tap into a universal human emotion: the desire to overcome obstacles and achieve greatness. By using storytelling to showcase the struggles and triumphs of athletes from different backgrounds and disciplines, Nike was able to connect with consumers on an emotional level and create a sense of shared purpose.

Common Pitfalls to Avoid

While emotional storytelling can be a powerful tool in storyselling, there are some common pitfalls to avoid. For example, using cliches, or overused storylines can make a story feel formulaic and uninspired. Similarly, using emotional manipulation or exaggeration can feel disingenuous and erode trust with the audience. To avoid these pitfalls, it’s important to make sure that the emotional elements in your story are relevant to the product or service being sold, and that they’re authentic and genuine. It’s also important to make sure that your story is grounded in reality and doesn’t rely on exaggerated claims or unrealistic promises.

Write Your Story

The importance of emotional connection in storyselling cannot be overstated. By telling stories that resonate with customers on an emotional level, businesses can build trust, create a sense of connection, and ultimately drive sales and customer loyalty. Whether you’re selling a product, service, or idea, incorporating emotional storytelling into your pitch can help to differentiate you from your competitors and establish you as a brand that truly cares about its customers. So the next time you’re preparing a sales pitch, remember the power of emotional storytelling and experiment with ways to incorporate it into your storyselling strategy.

Do you need help with creating the perfect stories, blogs or texts for your story? Contact me and I support you in telling your story!