Unleash your ESG outcomes—let me show you how storytelling turns readers into advocates.
It’s crazy to think that some people have no idea why their pitches crash and burn.
CRAZY!
I’ll let you in on a secret why—it’s in the storytelling.
Damn, it is 2024, and imho traditional pitch techniques are so yesterday.
If you haven’t noticed, we are living in a narrative-driven world.
Apps like TikTok, Instagram, and others all push stories on their platforms.
That’s more than proof that the era of rattling off features and benefits is giving way to a new age where the art of storytelling reigns supreme.
Why?
Because stories are not just remembered, they are felt.
Here’s what you could be missing
Any professional and entrepreneur would be crazy to say, “I don’t want to make money!”
And, if they use a typical sales pitch (like the one below)—there is no chance they will:
“Our software boasts 128-bit encryption, an intuitive interface, compatible with all major OS.”
Is this Informative? Yes.
Engaging? Hardly.
It’s purely transactional, void of any personal touch. Bang! An arrow to the heart.
You need to be personal, be relatable.
What about the user’s daily struggles?
How does this tool make their workday smoother or business grow?
This mechanical pitch may check factual boxes but ignores the crucial human element.
It’s not just a missed opportunity—it’s an engagement killer.
To be heard you need stories, no doubt about it!
Let’s talk about a company that’s stepping up its game—literally.
Allbirds, born in 2016, isn’t just making shoes; they’ve started a revolution in the footwear industry.
Now, in their narrative they want you to imagine you are walking on clouds, and they shout (not literally, shoes can’t talk) sustainability with every step you take.
And who doesn’t want to strut their stuff knowing they’re wearing eco-friendly kicks (btw, recycled bottles and cozy Merino wool are what these kicks are made of)?
So, here’s the bonus part for them. People aren’t just buying these shoes; they’re joining a movement.
A movement that’s all about stepping lightly on Earth. They have tapped into the emotion of survival of our planet. One that hits the heart for many of us.
Their narrative has been a big hit—so big that Allbirds didn’t stop at shoes.
They’ve rolled out clothes and accessories, sticking to their green guns with every product.
It’s like they’ve made a fountain not of water but of money!
Three storytelling strategies that connect and convert
OK, game time! It’s time to put your human heart on.
If you want to win with your storytelling, be emotional and be real.
Here is how to make your story stick on a personal level:
1. Tap into emotions
Everybody is emotional at some level. And, from a psychological perspective, knowing your audience’s emotions is important.
But I want to tell you, hone in on an emotion that results from solving a problem. Say, for example, your ESG offering helps people manage their time better, so, your story could be: “You’ve just finished your work early, and now you’ve got a free hour just to relax.
Heavenly right? That’s the joy our app brings every day.”
It’s about selling the emotion, not just the product.
2. Use emotional testimonials
One thing I have learned the hard way is that it’s always better for someone to sell on your behalf.
You know I’m talking about testimonials, right?
Truth be told nothing beats hearing it from someone who’s been there. So, dig up those stories from advocates who’ve had genuine emotional reactions to your ESG efforts.
When prospects hear real emotions from real people, they connect. It’s powerful psychological stuff.
3. Bring characters to life
Every story needs characters your audience can relate to.
In our app example, that could be Sarah, buried under a mountain of tasks until our productivity tool freed up her day.
Watch her journey from overwhelmed to overjoyed. This isn’t just a sales pitch; it’s a relatable, emotional narrative.
These three tips?
With them, you’re inviting your customers into a story where they’re the hero.
It’s more than a purchase—it’s an emotional journey they’ll want to join and be happy to pay the entry fee for.
Ending thoughts
OK folks it’s time to wrap up.
If there is one thing I want you to take away from this blog, is that you are not selling anymore.
There are going to be no more dry pictures with endless specs, no.
Instead, you’ll be a dream maker, touching the deepest desires of your prospects.
You’ll be bridging connections to experiences through your stories, and you will be seen as a sage.
Keep it real, keep it emotional, and let your stories do the talking.
And, when you do that.
Well, you’re not just a carpet salesperson anymore—you’re a storyteller.
Go out there, tell your story, and watch how it changes the game for you and your customers.
Ready to turn those narratives into sales gold? Let’s do this!
Unlock the power of your story—Free consultation available!
Looking to enhance your brand’s ESG story?
Storytelling can elevate your ESG strategy, and I’m here to help weave that narrative.
Let’s chat about your communication goals.
Contact me for a free discovery call today and start your journey to impactful storytelling!
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