When You Want to Sell, Tell These 5 Types of Stories


In marketing, stories are incredibly powerful. Customers are engaged, entertained, and shown how your products and services can make a positive impact on their lives. Storyselling is the art of using your storytelling skills to sell.


You can use these 5 highly effective story types for storyselling that will convert.

Your Brand Story

Your brand story describes how your business makes the world a better place through its unique offerings. It focuses on the problems your intended audience faces and the solution: your product or service.

The goal of this type of story is to create an image in the reader’s mind of your brand. In this way, you can show what makes you different from others and how you add value.

Preaching Your Values

One of the best types of stories is one that communicates your values. It might describe how you came to develop your values and what you discovered along the way as you ran your business. What you stand for is reflected in these stories.

Every company website has a page that describes its mission. Often, they use fluffy words that don’t seem to mean anything. Your story here will show in concrete terms what your business stands for and what change you aspire to make in the world.

Your Backstory

Another story you can tell is your backstory. This kind of story talks about the origin of your business. It explains why you started it and what inspired you. It might focus on a problem you faced and how you invented a solution. You can talk about the emotions you experienced when you first saw customers solving a problem using your product or service.

Before and After

You can use before-and-after stories to demonstrate the impact your offering can make in someone's life. It starts off with someone in a bad situation or facing a big problem. Then, it contrasts their life afterward, after they’ve used your product and solved their problem.

Customer Testimonials

Customer testimonials are great stories you can use for your marketing because they feature someone else explaining how your products or services helped them. This is easy for your audience to relate to. They see themselves in the customer.

In order to have the most impact, customer testimonials need to be authentic. Get your best customers to provide a testimonial - if your offering has truly improved their lives, they'll be glad to do so. If someone writes a positive review for you online, ask if you can use it as a testimonial. It's "social proof" content that proves the results you've achieved for others.

Put Your Customer in the Main Role

Regardless of the kind of story you tell, the customer should always be the central character. Know your audience well and make them the hero of your story. Having this picture in their minds of what will happen when they use your product will make it more relatable for them.

Remember that the goal of storyselling is not just to tell but to sell. When writing your stories, remember this goal.


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