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How storytelling improves your business website

It's been scientifically proven that our brains crave a good story, whether it's a compelling novel, a thrilling movie, or a startling business blog post. Even if the topic isn't particularly interesting, consumers are still drawn by a good story, which makes it an extremely useful tool for businesses. Websites that can tell a good story will also experience good conversions.
Why is story so powerful? It comes down to human psychology. Stories can have a powerful effect on the human brain. Research shows that since we are social creatures, we need stories from others to help our brains develop and experience joy.

When we hear a good story, the chemical oxytocin is released into the brain. It provides a pleasurable sensation that’s similar to the ones we experience when we feel trust, kindness, and empathy for others.

Aren’t those three of the emotions we want our customers to feel when they engage with our business? The best brands tell stories in order to get customers to like them and their products.

Most of the time, these stories are told on the “About” page or its equivalent on a website, such as this story from the bicycle company Six Three Zero. The famous beach cruiser bicycle manufacturer recognises its target audience’s love for all things green, and uses it to create that oxytocin-induced feeling of trust and empathy.

This is the biggest reason so many businesses have come to recognise and harness the power of storytelling to jumpstart their operations. In fact, some are even saying that good storytelling will be the biggest skill businesses will need to master over the next five years.

If you’re still not convinced of its importance, read on to learn more about what storytelling can do for your business.

Get customers invested in the company

Companies tend to perform the best when their customers feel they’re an integral part of the business. As clients become more engaged and invested in your business, they’ll help to market it and bring further attention to your products or services.

When people become invested, they’ll offer their loyalty, tell their friends, and effectively do more work than your entire marketing team could possibly accomplish alone. Ken Deckinger expressed this during a Money Talk interview on KCAA radio: “If you can have people selling your business for you, that only helps you. And you need a story to do that.”

Develop compelling blog content

Blogs that perform well are the basis of every good online emarketing campaign these days. Not all blogs have to tell a story from beginning to end, but they should employ some storytelling elements.

For example, telling a short anecdote that’s highly relatable in the introduction of a post can hook your readers and help them see the value in your blog post if they continue to read. Including bits of that anecdote throughout the rest of the post can keep the reader engaged.

Create brand value

“Your goal is to tell a story that activates the imagination of your listeners so they see, hear, smell, touch, and taste (through imagination) your story as if it was really happening,” says Annette Simmons, the author of Whoever Tells the Best Story Wins. “Trust me, no one will ever complain if you delete a few PowerPoint slides from your presentation and tell a story instead.”

If you want your business to stand apart from the competition and gain a little personality, storytelling could be the key. Prospective buyers will recognise your brand for this unique feature and be emotionally hooked into responding.

Your brand will suddenly become invaluable and irresistible.

6 Jun 2016 12:59

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About Boris Dzhingarov

Boris Dzhingarov graduated UNWE with a major in marketing. He is the CEO of ESBO ltd brand mentioning agency. He writes for several online sites such as Tech.co, Semrush.com, Tweakyourbiz.com, Socialnomics.net. Boris is the founder of MonetaryLibrary.com and cryptoext.com.




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