Stories build trust. When people share stories with each other, it gives the listener some insight into the person they’re dealing with, their history, their background. And, if the story is interesting, it gives the listener reason to pay attention as the story progresses.
Humanity has been attracted to stories for thousands of years because stories were the only form of passing down mankind’s history before any written language was developed and it has always been the way we teach each other.
To this day, stories still intrigue and capture the human imagination, while they connect us to each other at the same time. Stories develop relationships and friendships. Ultimately, stories develop a sense of trust.
This is the very reason why so many businesses, large and small, look for copywriters who write compelling and true stories that delight their customers, while solidifying their brand marketing. Brand storytelling has become an innovative and necessary part of any company’s marketing process. When posted consistently - once a week or twice a month - on a company’s website or newsletter, customers have good reason to return to the site on a regular basis because they look forward to being entertained, while inadvertently finding insights and common ground.
These stories are what develops a level of trust and familiarity over time. People want to know the company’s values, goals, and unique selling propositions, as well as what makes a company different from its competitors.
These pieces of content are interesting because people tend to feel comfortable dealing with what and who they know. Stories give customers a way to get to know the business and, most importantly, the people behind the business. These are the types of stories that help companies build relationships with their customers - and potential customers.
Because people are naturally curious. They truly enjoy learning about why the founders of a company built the company in the first place. What were their thoughts, their passions? And how did they do it, including the obstacles they faced and overcame? These are all topics that feed a person’s interest in trying new things.
On top of that, potential customers are always looking for feedback from current and previous customers, including how a product or service helped them and why. What difference it did, or does, make in another person’s life. Was it a single-use product, or is it something that is used or practiced over a period of time? These are questions potential customers desire answers to before they feel comfortable enough to make their first purchase.
This is the reason why so many companies have been using stories on their website for many years now. Some stories are found in the form of blogs on the corporate website, while others are found in testimonials customers send in on their own. But a copywriter’s job is to get to the core of testimonials through research and direct contact with customers, when necessary. Many times, this contact may lead to an article that is later published in a company newsletter or directly on the company’s website.
Many articles on brand marketing have already been published on the internet regarding this practice of including branding stories. Articles like The Importance of Storytelling in Brand Marketing Efforts by Aaron Chichioco, give business owners insight into the importance of including stories in their marketing efforts.
Once you read any of these articles, it’s easy to see what a huge trend this has become and why. Regardless of how any story is discovered, these types of stories always help put potential customers at ease and give them a truer sense of familiarity with the company, its customers, and its products or services. Developing this relationship with the company’s customers does take time and a bit of patience, but it’s worth it in the long run.
Once the familiarity is developed, the trust follows, and the sale isn’t too far behind. However, while the sale might be the ultimate goal for many businesses, if a relationship is built with the customers, there’s always a larger potential for multiple follow-up sales in the future. Plus, when customers are happy, word of mouth advertising will eventually become a perpetual bonus for the business.
Hopefully, this helped explain the importance of any business developing relationships with its customers and why it’s so important to start, if the business hasn’t already done so.
As a copywriter, I enjoy finding things that are unrelatable . . . like bowling balls and redwood trees . . . and finding ways to relate them in order to create catchy headlines, followed by content of various types that entertain and lead your viewers to become customers who will return to you through time.