We’ve all heard it before—stories sell. But it’s not just a catchy phrase. In a world full of ads, products, and endless content, storytelling is the secret sauce that helps your brand stand out. And when you’re selling online, where trust is fragile and competition is fierce, you’ve got to do more than just talk about features. You’ve got to tell a story that your audience connects with on a personal level.
But how exactly do you use storytelling to sell online? Let’s break it down.
Why Storytelling Works for Online Sales
First, let’s get one thing straight: people don’t just buy products—they buy experiences, emotions, and outcomes. And that’s exactly what storytelling delivers.
When you’re selling online, your audience can’t physically touch your product. They’re not walking into a store, browsing aisles, or chatting with sales staff. But what they can do is feel something when they read your message or watch your video. Stories tap into emotions, and emotions are what drive buying decisions. In fact, a study by HubSpot found that people are 22 times more likely to remember a story than a fact or statistic. That’s some powerful stuff.
How to Craft a Story that Sells
Now that we know why storytelling is key, let’s dive into the “how.” Here’s a step-by-step guide to using storytelling to sell online:
1. Start with the Hero (Hint: It’s Not You)
Here’s the twist: your customer is the hero of the story, not your product or brand. The story should be all about them—their challenges, their needs, and how they can overcome them. You’re simply the guide who helps them get there (think Yoda, not Luke Skywalker).
For example, if you’re selling eco-friendly water bottles, don’t just talk about the bottle’s features. Talk about the customer’s desire to live a more sustainable life and reduce plastic waste. Paint the picture of how their decision to buy your product fits into their hero’s journey to be a better global citizen.
Pro tip: Check out brands like Nike and TOMS, who do this exceptionally well. Nike’s campaigns don’t just sell shoes; they sell the empowerment of athletes, while TOMS tells a story about making a difference with every purchase.
2. Create Conflict (Yes, Really)
Every great story has conflict. It’s what keeps us hooked. Your customer needs to feel the problem before they’ll care about the solution (your product). This is where you highlight the pain point they’re experiencing.
For instance, if you sell time management software, you might tell the story of a busy professional who’s drowning in to-do lists and missing deadlines. They’re frustrated, overwhelmed, and stressed. This conflict makes the eventual resolution—your software—feel much more satisfying.
Example: Think about Slack’s story. Before it was the go-to team collaboration tool, people were drowning in emails and struggling with disjointed communication. Slack’s narrative taps into this frustration and presents a seamless, organized alternative.
3. Resolution: Your Product Saves the Day
Here’s where you come in. After setting up the conflict, your product is the solution that swoops in to solve the problem. But don’t just say, “Buy our product, and your problem will be fixed.” Show the transformation that happens when the hero (your customer) uses your product.
Let’s go back to the water bottle example. Instead of just saying, “This is an eco-friendly bottle,” tell the story of how buying it helps reduce single-use plastic and supports a cleaner environment. Show the customer as the hero who’s actively making a difference.
Pro tip: Watch Dollar Shave Club’s iconic launch video. It’s a masterclass in storytelling that shows the product as the hero to the customer’s problem of overpriced, overcomplicated razors.
4. Use Real People and Real Stories
Don’t make your story just about hypothetical situations—include real customers who have experienced real results. These are called customer success stories or testimonials.
User-generated content (UGC) is gold here. When potential buyers see that real people, just like them, are benefiting from your product, it builds trust. This is especially important online, where customers can’t physically see or try the product before purchasing.
Take a look at Glossier. They’ve built their entire brand by highlighting stories and photos from real customers. Their testimonials are powerful because they’re authentic. People trust people, not companies.
5. Use Visual Storytelling
We’re in the age of short attention spans. Long, text-heavy stories don’t always cut it. Visual storytelling through videos, images, and even memes can be just as powerful (if not more so).
Did you know that video content is 50 times more likely to drive organic search results compared to plain text? If you’re selling online, consider creating videos that tell your product’s story in an engaging, visually appealing way. Whether it’s a product demo, a behind-the-scenes look, or an explainer video, visuals can elevate your story.
Example: Check out Squatty Potty’s viral video. It’s fun, quirky, and uses humor and visuals to tell the story of a product most people wouldn’t normally talk about. The result? Millions of views and skyrocketing sales.
Platforms to Tell Your Story
Now that you’ve crafted your story, where do you share it? Here are a few ideas:
- Social Media: Instagram, Facebook, and TikTok are great places for short, visual stories. Use these platforms to show quick customer testimonials or behind-the-scenes content.
- Email Marketing: Use email to tell more in-depth stories to your subscribers. Share customer success stories, or even your own brand’s journey.
- Your Website: Your website is your home base. Use storytelling in your product descriptions, landing pages, and about page. Make sure the story is clear and consistent across your site.
Final Thoughts: Bring Your Brand to Life
At the end of the day, storytelling is about connecting with your audience on a deeper level. It’s not about pushing your product—it’s about creating a narrative that draws people in, makes them care, and ultimately makes them want to take action.
Whether you’re using video, blogs, social media, or customer testimonials, your goal is to make your audience feel something. Because when they feel something, they’re more likely to remember you—and buy from you.
So go ahead, weave your story, and start selling online like never before.
Ready to Tell Your Story and Boost Your Sales?
If you’re looking to harness the power of storytelling to sell online but aren’t sure where to start, we’re here to help. Whether you need assistance crafting the perfect narrative or want to enhance your brand’s voice, our team can help you create stories that connect with your audience and drive sales.
Get in touch with us today, and let’s start telling stories that make a real impact!