Stories Sell

Stories are incredibly powerful.  They're easier to remember than facts or general statements and illicit an emotion response that listing product features or statistics never could.   To quote author, Kendall Haven, “Human minds rely on stories and story architecture as the primary road map for understanding, making sense of, remembering and planning our lives—as well as the countless experiences and narratives we encounter along the way.”

Using stories as marketing tools is not a new idea, but now it’s also easier than ever to gain visibility for stories.  Social media and the digital era in general have made it easier, cheaper, and faster to spread your story to the right people—people who care, who will share them, and who will buy from you.

Blake MyCoskie at a TOMS shoe drop

My favorite example of exceptional brand storytelling is TOMS shoes.  If you’re not familiar, TOMS is a "buy one give one" shoe company that donates a pair of shoes to a child in need for every pair sold.  In many developing countries, being shoeless means you can’t attend school and are more susceptible to disease and infection.

 I had the pleasure of hearing Blake Mycoskie, founder of TOMS, tell his story in person.  It was entertaining, inspiring, and captivated the audience.  I regularly find myself telling the TOMS story to friends, family, and colleagues.  Although I don’t even own a pair, my sharing of the TOMS story has likely led to several shoe purchases, and at the very least, created many more storytellers.  TOMS has created more than a product - it's created something to believe in and meaning beyond the product itself.

In fact, I was speaking with a friend the other day who bought a pair of TOMS sunglasses.  She had second thoughts about the style and how they looked on her, but when she revisited the fact that her purchase contributed to eye exams and glasses for those in need, she couldn't even consider returning them.  Her purchase was about more than a product, it was about contributing to something meaningful.

I realize that it’s rare for a brand to have a story as compelling as TOMS.  But there is almost always something unique or interesting about a brand that consumers can grab on to and believe in.  Think about how your company came to be - its founders struggle to get it off the ground, the philosophy of the company, or its social and environmental impact.  Avoid trite mission statements and focus on being human and transparent.  The key is to be genuine and give consumers a reason to believe in your company.  This can lead to advocates and loyalty, incredible awareness, and of course, sales.  Make it more than a product by telling a story.

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Blake Mycoskie’s book, “Start Something that Matters,” has a chapter on the power of storytelling, which provided much of the inspiration for this post.  Another great book that discusses this topic in detail is, “A Whole New Mind,” by Daniel Pink.  They're both well worth your time.

And by the way, for every purchase of ,“Start Something That Matters,” a new book is donated to a child in need!