• Eileen Atieno Mboya

How to win your customer through storytelling


Ashley, Founder of Ethnic Prints, holding one of their African handbags



“What will make my brand sell more? How will I increase my market and get a wider customer base?”


Creating compelling messages is one of the most effective ways to immediately sell an idea to an audience. Be it a product, an initiative or an idea, your entry story serves to be among the key pieces you can use to win people to your narrative. So if you’re trying to understand how to nab your customer or audience using your brand messaging, you’re reading the right article!


It is estimated that for every brand story you put up, approximately 55 per cent of people will buy your product - in the future. 44 per cent will share your brand message, and 15 per cent will be immediate buying customers. The big question however is how to convert the 14 per cent to a higher number. How you can successfully create a turnover to have 55 per cent being immediate buyers? Here are five tips that could help you increase your sales through storytelling.



Read also: How simple record-keeping tool is helping women and youth entrepreneurs keep track of their finances



  1. Make them understand your Why

You are selling to humans just like you


One way to win more customers into your product is by selling your brand’s why. Create a deeper connection with your customers as they are more likely to buy into your why before they buy into your ‘what’. Don’t be quick into bombarding your customer with the array of products you’re selling - give them time to breathe and buy into your narrative of why the product exists and why they will benefit from it.

Will their buying help empower more women and youth in low-resourced settings? Will the act of buying help build a school or promote local art? Be apt into making your customer understand the why of your product and they will loyally buy into your narrative. The upside of this is that it will create a longer customer-brand relationship and build their loyalty to your brand, as opposed to a one-off exchange. Create the why. As it is said; It's not about the product, it's about how it makes people feel and telling great stories does that!"


Make them buy into your why. You’re highly likely to achieve longer-lasting results.




2. Choose a clear intention


Boniface of Elegance Bamboo ventures varnishing a bamboo couch


What do you want to achieve?


If I drove aimlessly on any of the local roads, two things will happen. One, I’ll waste a lot of precious time and end up hungry. Two, I’ll waste quite some surmountable litres of petrol which I’d rather not.


When picking a message to tell your audience, have a plan. You’re likely to succeed with a drafted plan.

What is it you’re trying to tell your audience? What kind of words, pictures or videos are you planning to use to tell your story? What medium would be best for it? Would you rather have online messaging or organise an in-person interaction with them? Have a clear intention.


It matters for every business to create a clear cut end when developing messages for your customer. Building a skeleton of what you want the result of your message to be will help you know how to get there. If you intend to evoke more brand loyalty, or you want them to attend a market event where you’ll be showcasing your products, the goal is always to first choose an intent and work your way towards it.


Decide the type of messaging you want to share and script around it.


3. Don’t ignore the pitfalls


The customer appreciates authenticity


In every entrepreneurial story you sell, include the challenges you faced on your way up, the pitfalls, the statutory regulations you may have flawed, e.t.c. It is easy for your customer to identify with your day to day mistakes as they make your business relatable. While hero stories are good, include zero moments. This also presents a chance for other entrepreneurs to learn from you.


4 and 5. Simplicity and Start it from the customer, then work backwards


Just as we have mentioned in point 2; make yourself relatable. If you’re looking for a way to touch your audience, make it simple. Use day-to-day examples that people can easily identify with. Don’t break your neck in trying to find an out of this world narrative to move your customer or investor. Tap into everyday life activities that the audience can draw relationships from, and help them feel more connected to you.


Finally, make it user-centred. This is one off the books way to promote your story. Design a campaign that could help the user also participate in building the brand story. What does your product make them feel? Is there a platform they can share their experiences of their interactions with your product?


Make use of public gatherings where you can ask them to sample your product and share what they feel. Let them share their experiences online, and make them feel like part of the brand’s build-up.





Before you go

We love good stories. That’s why we tell them to friends and family over meals, trips and meetups.


Finding the right branding voice to sell to your customer or when selling your vision to investors will prove of great help in growing your brand. Once you recognize the power and importance of great storytelling, you can use it to create any type of messaging to see your business’ growth.


Remember to share with your friends and drop a comment down below. See you next time!


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