Tell Me a Story, Forget the Facts

One of the biggest mistakes I see entrepreneurs make is throwing facts at potential customers in hopes that these will generate business.

EVERYTHING IS 50% OFF! WE HAVE THE BEST SELECTION! OUR TEAM CARES ABOUT YOU! SATISFACTION GUARANTEED! OUR PRODUCT WILL CHANGE YOUR LIFE! WE’RE NUMBER ONE FOR A REASON! PROVEN RESULTS! FREE 30-DAY TRIAL! NO OBLIGATION!

Why is this a mistake? Because you haven’t established trust. They sound like one-liners from the sleezy guy at the bar–you know, the creepy dude with the tan line where his wedding band was just an hour ago.

A better approach is telling your story in a way that engages people.

Some Examples of Storytelling

If you’ve been in a big box store like Costco or Sam’s Club, you’ve seen the bare metal shelving and the forklifts moving pallets of products sold in ridiculous quantities. The place looks like a warehouse rather than a supermarket for a reason.

The shelving, forklifts and pallets are elements of a story. The story they are telling is that when you buy in bulk, you save money. Depending on what you buy this may be true or it may not. But the experience tells you it is because the story connects with your beliefs about warehouses.

ZenPunk tells the story that we are expert web developers who think outside the box and are passionate about our craft. The grungy geek style of our website, our portfolio and the entertaining profiles of our crew tell the story in a way that is authentic and convincing. We further that story in our blog posts.

 Tell Your Story in a Way that Engages Visitors to Your Site

On your website, focus less on telling visitors the facts about your business. Create an engaging experience through cohesive collection of color, textures, and images that simulates what your product or service makes people feel. Tell visitors about your why. Why are you so passionate about what you are doing? How did you get into it?

When you tell an authentic engaging story through visuals and words, you help to establish trust. You create a desire in people to do business with you.

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