People love stories. When we hear a story, we can picture ourselves in it. We experience the ups and downs, and we become emotionally invested in how it all turns out. A good story engages people in ways that facts and figures just can’t. It’s that emotional connection that makes stories so memorable and impactful.
If you ask writer Mike De Socio, you don’t have to be sitting around a campfire to tell a great story. You can use the time-honored tradition of storytelling in all kinds of ways, from inspiring your team to building stronger relationships with co-workers and clients.
In this issue of PromoPro Daily, we share his ideas on how you can take advantage of storytelling at work.
If you lead a team … According to De Socio, storytelling is a great way to get your team members on board with your vision and motivate them to take action toward a shared goal. Instead of telling someone to do something, use a story to inspire them to want to do it. For example, De Socio suggests that if your team’s goal is to increase sales by 20% next quarter, you need to make that goal meaningful. Why does it matter? Maybe it’s because your promo offering has the power to genuinely improve your customers’ lives. Share a specific story about a customer whose organization was transformed after using your product — maybe it helped them save time or achieve a milestone. By sharing this real-life example, you’re reminding your team of the deeper impact they’re having.
To connect with your colleagues … Storytelling is also a great way to build one-on-one bonds. It’s one thing to chat about the weather or weekend plans, De Socio says, but going deeper can forge more meaningful connections. For example, if a new promo pro joined your team, reach out to them. Share a specific story about your first week on the job. De Socio says this can help put your new co-worker at ease and might spark a friendship.
To stand out … De Socio says that a lot of sales and product copy is dry. It’s often focused on features and customization options. Instead of highlighting a list of features, tell a story about how a particular promo could help a business owner attract new customers or introduce a new service. The goal is to emotionally connect with your audience. Show them how they can achieve their goal by working with you.
How will you use storytelling in your sales approach? Remember that you’re not just providing promo — you’re crafting an experience, delivering a meaningful outcome and offering a solution that truly resonates with your audience.
Compiled by Audrey Sellers
Source: Mike De Socio is a Boston-based journalist and author who contributes to the Atlassian blog.
