In ecommerce, you don’t just tell stories to entertain your customers, or to make them feel good—you tell stories to sell more products.
The world thrives on stories.
Here’s a hard truth you need to understand when it comes to selling to people online: people don’t care about you or your products.
People care about themselves. They come to you because they’re want to be better versions of themselves.
They want to be more productive, more fashionable, healthier, faster, trendier, smarter people.
At the end of the day, they aren’t shopping for products—they’re searching for experiences.
If, as someone who runs an ecommerce store, you can tell captivating stories, then you can connect with customers on a deeper, more meaningful level.
And if you can do that, you can sell.
This guide will give you a handful of tips, resources, and examples that can ultimately help you use storytelling as a tool to drive sales at your ecommerce business.
What is Brand Storytelling Exactly?
There are a lot of definitions for brand storytelling, but for the purpose of this article and this audience, I’m defining it this way:
In its simplest form, a brand story is exactly what it sounds like: it’s the story behind your business—why you exist, where you came from, who you’re trying to help, how you intend to help, and where you’re going from here.
But brand storytelling can and should mean a lot more.
Here’s what I mean: the companies that are most effective in using brand storytelling to drive sales don’t focus solely on telling stories about themselves.
Instead, they invest time and money into collecting and sharing stories about and with their customers.
Remember: it’s not about you—it’s about them.
Some companies think that brand storytelling is essentially the origin story that you craft in 3-4 paragraphs and add to your About page.
Smarter companies know that brand storytelling is much more complex—your brand story is a collection of values, beliefs, desires, motivations, and experiences that a group of people can relate to and rally behind. It’s what differentiates you from the other guys.
It’s what makes you memorable.
It’s what draws people back to you again and again.
So, What Are Some Good Examples of Brand Storytelling?
Before we get too deep into the tips and tools you can use to produce stories for your business, I wanted to spend some time sharing what I believe are some of the most captivating and interesting examples of brand storytelling today.
There are seven companies I’d like to quickly feature: