How to sell through storytelling

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HOW TO SELL THROUGH STORYTELLING © 2016 Styla

Transcript of How to sell through storytelling

Page 1: How to sell through storytelling

HOW  TO  SELL  THROUGH  STORYTELLING

© 2016 Styla

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""YOU'RE  NEVER  GOING  TO  

KILL  STORYTELLING  BECAUSE  IT'S  BUILT  INTO  THE  HUMAN  PLAN.  WE  COME  WITH  IT._______________MARGARET  ATWOOD

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STORYTELLINGIS  AN  ESSENTIAL  PART    

OF  CONTENT  MARKETING

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WHAT IS

BUT  WHAT  IS

STORYTELLING?

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Compelling  brand  stories  serving  to  reveal  and  remind  all  audiences  of  something  sacred  and  valued  about  themselves  rather  than  the  ubiquitous  marketing  of  new  product  offerings,  features  or  additives.  

The  manner  in  which  your  brand  communicates  with  customers,  employees,  partners  and  investors  must  be  carefully  crafted  from  the  unifying  principals  of  a  core  brand  story.

STORYTELLING    [ˈstɔr·∙iˌtel·∙ɪŋ],  n.

source: brand strategy insider

WHAT  IS  STORYTELLING  ?

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IT  CREATES  AN  EMOTIONAL  BOND,BECAUSE  

EMOTION  SELLS

WHAT  IS  STORYTELLING  ?

(let’s face it)

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"PEOPLE   DON'T  BUY  WHAT  YOU  DO,THEY  BUY   HOW  YOU  MAKE  THEM  FEEL_______________ BERNADETTE  JIWA,  'THE  STORY  OF  TELLING'

WHAT  IS  STORYTELLING  ?

"

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STORYTELLING  creates  

MULTIPLE  OPPORTUNITIES  in  the  global  e-­‐commerce  market…

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…which  in  2015  has  been  estimated

$1.6  trillionsto  be  worth

=  BIG  UNAVOIDABLE  ROOM  FOR  OPPORTUNITIES  TO  SELL  PRODUCTS  

source: LemonStand

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OPPORTUNITY  1:   BY  LINKING  THE  REAL  AND  THE  DIGITAL  WORLDS

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OPPORTUNITY  1:  LINKING  THE  REAL  AND  THE  DIGITAL  WORLDS

Example  1

Ikea  Enhanced  experience  to  visualise  furniture  in  your  own  room  before  buying  it.  

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OPPORTUNITY  2:  BY  REACHING  THE  'EXPERIENCE'  SHOPPERS

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OPPORTUNITY  2:      REACHING  THE  'EXPERIENCE'  SHOPPERS

EXPERIENCENEED

PRICE

SHOPPER  PROFILE:  

PRAGMATICS

SHOPPER  PROFILE:  

SAVERS

SHOPPER  PROFILE:  

SHOPAHOLICS  SKEPTICS  RESEARCHERS

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WHY  ARE  THEY  SO  COOL?

OPPORTUNITY  2:      REACHING  THE  'EXPERIENCE'  SHOPPERS

“Experience  shoppers"  are  people  who  don’t  just  want  to  “buy”.    Instead,  they  want  to  be  guided,  educated  and  inspired.    

Once  you  provide  an  “experience"  to  the  shopper,    s/he  will  come  back  to  your  shop  again  and  again,  becoming  a  loyal  customer.    

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OPPORTUNITY  3  BY  REDEFINING  THE  RELATIONSHIP    BRAND  /  CUSTOMER

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BRAND  /  RETAILER CUSTOMER

OPPORTUNITY  3:      REDEFINING  THE  RELATIONSHIP  BRAND  /  CUSTOMER

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BRAND  /  RETAILER CUSTOMER

CONFIDENT IDOL

COACH

TEACHER

EXPERT

BEST FRIEND

COMMUNITY

SHRINK

MOTTO

INSPIRATION

MERCHANT

PROFESSIONAL

CONSULTANTROLE MODEL

LIFESTYLE

PARTNER

PATIENT

STUDENT

FRIEND

FOLLOWER

ADVOCATE

FANCLIENT

MEMBER

AMBASSADOR

OPPORTUNITY  3  |  REDEFINE  THE  RELATIONSHIP  BRAND  /  CUSTOMER

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OPPORTUNITY  4  BY  ENHANCING  THE  E-­‐COMMERCE  ENVIRONMENT  WITH  VALUABLE  CONTENT

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BY  BRINGING  VALUE  TO  YOUR    PRODUCT   WITH  PERSONAL  STORIES…

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AND  BY  INSPIRING  READERS    WITH  GREAT  CONTENT…

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YOU  STOP  SELLING  A  PRODUCT  AND  START  SELLING  

THE  IDEA  OF  IT.    

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LET  STORYTELLING  BOOST  YOUR  SALES  WITH

THE  ONLY  CONTENT  MARKETING  SOLUTION    FOR  YOUR  SHOPPABLE  MAGAZINE

www.styla.com