INSIDERSContent MarketingWhy the Soft Skills of Storytelling Can Pay Off Big

Why the Soft Skills of Storytelling Can Pay Off Big


For many of us that started our career in sales – specifically in product sales – we were likely indoctrinated into the school of features and benefits selling. If I asked you right now to tell me about a new product, your default might be to say something like: “Product A is new and does X, Y, and Z and is times better than the other products on the market. That means you’ll get three times more protection in the field.”

Now don’t get me wrong, there is a time and place for features and benefits selling, but for customers just getting to know your company, your brand, and your products, you might not yet have earned the confidence of your prospective leads. This is where shifting tactics and approaching with a good product/brand story can make the difference.

Why, you ask? It’s because we engage with a story differently. When boiled down, marketing is all about telling a story. Stories create a customer-centric connection between your brand, prospects, and customers. Business storytelling can humanize your company, get your message across, and promote your product without being imposing. A well told story should engage and attract your audience, motivating your target audience to learn more about your company.

So how does storytelling translate into better sales?

While we might use logic while researching a product or service, the final decision we make is often guided by on our emotions. When you share a story with someone, you communicate experiences in a way that can give your brand meaning and allows your readers to relate with you on events in their own lives.

We’re bombarded by information on a daily basis. A great story helps you cut through the noise and grab the attention of your customers, who will remember how your story made them feel and that bond is where the magic happens.

Tune in next time when we talk about how to deliver an impactful story.

Shawn Brook
Shawn Brook
President, Seed World Group - Shawn oversees the strategic direction of this Winnipeg-based ag media and marketing company. With over 25 employees based in the United States, Canada and Europe, Issues Ink is a top-tier marketing partner for the global seed industry. Shawn became president in March 2006, previously serving as vice president and general manager. He serves on a number of industry association committees and on a personal level is highly involved in volunteering his time in his community.
Click to Hide Advanced Floating Content