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The Story Behind the Sale: How Telling Your Narrative Can Help Close More Deals

February 11, 20232 min read

In the world of business, there’s often a lot of focus on the “what” - what product or service are you selling, and what are the features and benefits of that offering? However, many companies overlook the “why” - the story behind their product or service, and why they believe it will add value to their customers’ lives.

The truth is that people don’t just buy products and services; they buy the story behind them. When a company can effectively communicate their narrative and connect with potential customers on a deeper level, they’re much more likely to close the deal and make a sale.

So, what exactly is a company’s narrative, and why is it so important? Simply put, a company’s narrative is the story behind why they exist and why their product is unique and superior to others. It’s the tale of what drives them and what sets them apart from competitors.

For example, consider the story behind Patagonia, the outdoor clothing and gear company. Patagonia’s narrative is centered around their passion for protecting the environment and promoting sustainability. This focus is woven into every aspect of their business, from the materials they use to create their products to their efforts to reduce waste and promote conservation.

When customers understand Patagonia’s narrative, they are more likely to see the company as more than just a clothing retailer and see them more as a brand that shares their values and is committed to making a positive impact on the world. This emotional connection can be a powerful tool in driving more sales.

So, how can your business develop and tell its narrative? Here are a few tips:

Identify your unique selling point:

What sets your business apart from the competition? Why should customers choose you over someone else? This is the heart of your narrative.

Communicate your values: 

Let customers know what you stand for, and what you’re passionate about. This could be anything from providing high-quality products to top-notch customer service.

Be authentic:

Your narrative should be an accurate representation of your business and what you believe in. Don’t try to be something you’re not and never make promises you can’t keep.

Get personal:

Don’t be afraid to share the story behind why you started your business. People love to connect with a good story, and it can help create an emotional bond with your customers.

By incorporating these elements into your marketing and sales efforts, you can help potential customers see the value in what you’re offering, and why they should choose you over other businesses.

The story behind the sale is an important tool in digital marketing. So, don’t be afraid to share your story and let the world know why your business is special.

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