Who doesn’t love a good story? Just ask Netflix, with over 100 million subscribers around the globe consuming stories during their down time every day.
In business, stories are used to persuade, relay key messages, and educate on key concepts in an easy-to-digest format. Narratives create connection and allow organizations to differentiate themselves. And most importantly of all, stories get people to listen.
Our agency, Mercer-MacKay Digital Storytelling, has been telling stories for technology companies for well over a decade. We love working in the tech space because the stories are incredibly interesting. Technology is transforming the way we work, live, and play and just naturally lends itself to a great story. In fact, story is often the only way to communicate new technology because the tech is often something that no one has done before and shaping the value within the framework of a story helps the reader (or listener) quickly understand complex concepts.
Below are 5 key reasons you may want to lean into storytelling for your products and services if you work in tech.
1. Customer stories provide social proof and establish trust
Social proof is the currency that drives influence and content marketing ROI. Customer stories can be used on webpages, case studies, social cards/posts, in nurture emails, and (our favorite) eBooks to capture attention and attract an audience.
We have learned over the years that stories used in eBooks designed with education and inspiration in mind have major business benefits that allow you to:
• launch a platform, and grow an opt-in list of interested prospects
• establish your authority as an expert on a particular subject
• educate and nurture your leads, and upsell existing customers
• prove yourself highly capable of solving the types of problems that your prospect faces
Related read: Can Fairy Tales Help You Reach Your Audience?
2. Stories bring brands to life
A story with an impactful message is not only memorable, but it can also help position a company to stand out relative to the competition. A good brand story explains why you do what you do and how you help your customers and can highlight why your employees work for your organization. Brand stories allow tech companies to lean into their thought-leadership and attract opportunities by highlighting what they stand for.
3. Stories can make complicated concepts relatable to a reader
Technology as an industry is known for being complex and overusing acronyms. Simplifying the narrative of problems and solutions through a story allows tech companies to communicate a message that is easy for the audience to understand and, most importantly, remember. Stories combine ideas, data, and connection.
4. Stories are memorable and empower readers to act
Stories are remembered up to 22 times more than facts alone. Case studies present stats but also tell the story of the challenges that were overcome with a solution. Content marketing encourages the reader to take an action. Storytelling drives engagement and conversions and can help you land your next big opportunity.
5. Stories help you sell more
Even with the best product, if you do not have the right influence you will not get the deal. Customer referrals are based on the stories others tell about their experience of working with a business. Stories sell. If people love a brand story, they are 55% more likely to buy a product in the future. Fifteen percent will be willing to make an immediate purchase, and 44% will share the story.
In summary, stories are a relatable way to communicate as they allow readers to make their own interpretations based on their own experiences and feelings. By enabling a reader to draw their own conclusions, you establish a rapport that can be used to help grow your business.