Stories Sell: How to Use Storytelling to Share Your Offers

Everyone loves a good story. It’s why we binge Netflix, lose ourselves in books, and hang on to every word of a friend’s juicy tale. But did you know that stories can also be the secret weapon to selling your offer?

I always had a very negative view of selling. If you mentioned “sales,” I immediately pictured a used car salesman that just gave you the ick. I never put myself in the sales category. I was strictly marketing. That’s what I liked, that’s what I wanted to do, and I wanted to stay as far away from sales as possible.

Until I made my first sale.

My First Sale: A Story That Changed Everything

I was the Head of Agency for a company, and the CEO approached me with a challenge. He said, “Hey, I’ve been trying to get this guy to buy, and he isn’t budging. Will you have a conversation with him?”

Immediately, I was all panic, no disco. Um… I don’t sell, so I’m not sure how I could help. The CEO reassured me, explaining that he didn’t need me to sell—just have a conversation.

So, I introduced myself to the potential client and asked him about his business. He opened up, and I simply listened, asked questions, and shared how we had solved similar problems for other clients. After what felt like a casual marketing coaching session, he asked, “Okay, so who sends the contract?”

What a first sale! I ran to the CEO, thrilled, and he said, “Of course you did. You sell every time you talk to someone. You connect their problems to solutions through stories. People trust you because you’re authentic.”

That’s when it clicked: storytelling is the bridge between conversation and conversion. It’s not about being pushy; it’s about building trust and connection.

Why Stories Sell (Backed by Research)

The Psychology of Storytelling

Stories are powerful because they follow a proven framework: a hero (your audience) overcoming challenges (their problem) with the help of a guide (your offer). This concept is explored in Building a StoryBrand by Donald Miller.

From a neuroscience perspective, stories release oxytocin in our brains, building trust and fostering emotional connections.

Memorable and Persuasive

• Studies show that people are 22x more likely to remember a fact when it’s presented as part of a story.
• On average, someone needs 9 quality touchpoints to make a purchase decision. Stories can create meaningful connections that accelerate trust.

Resource: “Made to Stick”

In the book Made to Stick by Chip and Dan Heath, the principles of SUCCES (Simple, Unexpected, Concrete, Credible, Emotional, Stories) explain why some ideas resonate and stick with audiences. Incorporating these principles into your storytelling makes your message unforgettable.

Examples of Storytelling in Various Niches

Photographer

Before and After Stories: Share a client’s journey—how they felt insecure before their shoot but walked away with confidence and treasured memories.

Disney Blogger

Transformational Experiences: Share a magical Disney memory and tie it to how you help families plan unforgettable trips.

Aesthetic Services

Results Stories: Highlight a client who hesitated about a skincare treatment but regained confidence after seeing their results.

Personal Trainer

Hero’s Journey: Showcase a client’s fitness transformation, detailing the obstacles they overcame and how your guidance played a pivotal role.

General Rule:

Your audience doesn’t want the features of your product. They want the transformation it brings. You’re selling confidence, health, memories, or glowing skin—not just a service or product.

Actionable Tips to Implement Storytelling

Start With Your Own Stories

Think about why you started your business or how you overcame a struggle your audience can relate to.

• Example prompt: “What was the turning point when you realized you needed this solution?”

Share Customer Stories

Collect and share testimonials or case studies in story format.

• Template: “Meet [Client Name]. They were struggling with [problem], but after working with me, they [achieved this result]. Now they feel [emotion].”

Create a Story Arc

Follow this simple structure:

• Set the scene: Where was the person? What was the problem?
• Introduce the guide: That’s you or your offer.
• The transformation: What changed and how did they feel after?

Use Relatable Details

Bring your stories to life with sensory details and emotions. People don’t just want to hear about the end result—they want to feel the journey.

Test Stories on Social Media

Post a mini-story in an Instagram caption or reel and see how your audience engages.

Tie the Story Back to Your Offer

Example: “Just like Sarah transformed her skin with our treatment, you can too. Let’s book your consultation today.”

Common Storytelling Mistakes and How to Avoid Them

Making Yourself the Hero

Your audience is the hero. Your role is the guide who helps them succeed.

Too Much Detail

Keep your stories concise and focused on the transformation.

No Clear Call-to-Action

Always end your story with a clear next step for your audience.

Final Thoughts: Your Chance to Shine

Here’s your chance to kickstart 2024 with clarity and momentum for your business. Whether you’re sitting on a brilliant idea or already in full swing, I want to help you tackle those marketing roadblocks and take action.

I’m inviting you to fill out my 1:1 coaching form for the chance to be featured on a live coaching call on the podcast in the new year. This isn’t just brainstorming—it’s about creating a clear plan to move your business forward.

Click Here to apply. Let’s make big moves in 2024!