Let me tell you a story

Tuesday, June 9th, 2020

Like almost every business in the UK, things have been in stasis. However, we’re nearly at the point where it’s all systems go from a business development perspective, but how do you start growing the funnel again?

You’re probably thinking about where to start and what to communicate. A gratuitous sales push doesn’t feel right, but you’ve had to be low-key for a while now and things have got to get moving.

So, how do you wake things up in a way that gets people engaged?

Tell a story

It’s fair to say that many businesses will be in the same situation and having to start nurturing their funnel all over again but proceeding with care and caution will be key.

This is a time to turn your sales strategy on its head and look at lead generation from a different angle. Instead of telling people how great your product or service is, look at how your business can benefit business or consumers in a way that supports their current situation.

If you sell something that helps employees work remotely – or generally makes life easier in the current situation – then this is going to be easier to market. But what if this isn’t so straightforward for your organisation?

Story telling is the process of connecting with customers on a more emotional level. What’s important to note here is that product sell is secondary. However, by telling a brand story or creating a story around your business offering, you’re still generating interest and awareness.

Every brand, both B2B and consumer, small or large has a narrative or story. Whether your business was borne out of need, good timing or quirky coincidence, there’s a story to tell.

Storytelling for SMEs

Brand storytelling is traditionally viewed as something the ‘big boys’ do. We’ve all seen emotive Nike and Apple brand stories, but this can be achieved on a smaller scale.

Ok, we’re not saying film a high-end brand ‘film’ in tasteful black and white, but we are saying you can make connections in a similar vein.

A key driver in storytelling is empathy, and this is how you identify with customers or client. You understand their pain points because that’s why you started your business, right? Use that as your motivation.

Storytelling Example

Usual approach: you sell ice to people in Western Alaska because you went there on holiday and realised they didn’t have edible ice. For years you’ve been saying how great your ice is and talking about its benefits, but nobody’s really buying into it right now.

Storytelling approach: when you went to Western Alaska you were blown away by the country and its people, but you couldn’t understand why there was no edible ice. When you asked around, you found that people really wanted it and there was a need. That’s why you started edible ice.


Read the room

A term that is slightly over-used at the moment, but still pertinent. It is important to read the room with your sales message. Storytelling helps you achieve this and enables you to create so much more content and marketing material.

You can see from the visual that by purely focusing on the Edible Ice story, it has generated a host of sales and marketing content. Even though they’re not direct sales tools, they are taking a softer approach by building relationships with a view to converting to sales.

With all that’s happened and what’s ahead, this is a time for taking a softer approach. Of course, you need to sell, but make sure it’s with a value-add approach.

At tml, we work with a host of businesses to create standout content that helps drives leads and sales to help them tell their brand story.

If you’d like more information on how we can help your business. Why not get in touch.


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