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HOW  TO  SELL  THROUGH  STORYTELLING
© 2016 Styla
"
"YOU'RE  NEVER  GOING  TO  
KILL  STORYTELLING  
BECAUSE  IT'S  BUILT  INTO  
THE  HUMAN  PLAN.  WE  
COME  WITH  IT.
_______________



MARGARET  ATWOOD
STORYTELLING
IS  AN  ESSENTIAL  PART    
OF  CONTENT  MARKETING
WHAT IS
BUT  WHAT  IS
STORYTELLING
?
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  ?
IT  CREATES  AN  EMOTIONAL  BOND,

BECAUSE  

EMOTION  SELLS
WHAT  IS  STORYTELLING  ?
(let’s face it)
"PEOPLE  

DON'T  BUY  WHAT  YOU  DO,

THEY  BUY  

HOW  YOU  MAKE  THEM  FEEL
_______________



BERNADETTE  JIWA,  'THE  STORY  OF  TELLING'
WHAT  IS  STORYTELLING  ?
STORYTELLING  
creates  
MULTIPLE  OPPORTUNITIES  
in  the  global  e-­‐commerce  market…
…which  in  2015  has  been  estimated
$1.6  trillions
to  be  worth
=  BIG  UNAVOIDABLE  ROOM  FOR  OPPORTUNITIES  TO  SELL  PRODUCTS  
source: LemonStand
OPPORTUNITY  1:  

BY  LINKING  THE  REAL  AND  THE  DIGITAL  WORLDS
OPPORTUNITY  1:  LINKING  THE  REAL  AND  THE  DIGITAL  WORLDS
Example  1
Ikea  
Enhanced  experience  to  
visualise  furniture  in  your  own  
room  before  buying  it.  
OPPORTUNITY  2:  
BY  REACHING  THE  'EXPERIENCE'  SHOPPERS
OPPORTUNITY  2:      REACHING  THE  'EXPERIENCE'  SHOPPERS
EXPERIENCE
NEED
PRICE
SHOPPER  PROFILE:  
PRAGMATICS
SHOPPER  PROFILE:  
SAVERS
SHOPPER  PROFILE:  
SHOPAHOLICS  
SKEPTICS  
RESEARCHERS
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.    
OPPORTUNITY  3  
BY  REDEFINING  THE  RELATIONSHIP    
BRAND  /  CUSTOMER
BRAND  /  
RETAILER
CUSTOMER
OPPORTUNITY  3:      REDEFINING  THE  RELATIONSHIP  BRAND  /  CUSTOMER
BRAND  /  
RETAILER
CUSTOMER
CONFIDENT IDOL
COACH
TEACHER
EXPERT
BEST FRIEND
COMMUNITY
SHRINK
MOTTO
INSPIRATION
MERCHANT
PROFESSIONAL
CONSULTANT
ROLE MODEL
LIFESTYLE
PARTNER
PATIENT
STUDENT
FRIEND
FOLLOWER
ADVOCATE
FAN
CLIENT
MEMBER
AMBASSADOR
OPPORTUNITY  3  |  REDEFINE  THE  RELATIONSHIP  BRAND  /  CUSTOMER
18
OPPORTUNITY  4  
BY  ENHANCING  THE  E-­‐COMMERCE  ENVIRONMENT  
WITH  VALUABLE  CONTENT
BY  BRINGING  VALUE  TO  YOUR    
PRODUCT  

WITH  PERSONAL  STORIES…
AND  BY  INSPIRING  READERS    
WITH  GREAT  CONTENT…
21
YOU  STOP  SELLING  A  PRODUCT  AND  START  SELLING  
THE  IDEA  OF  IT.    
LET  STORYTELLING  BOOST  YOUR  SALES  WITH
THE  ONLY  CONTENT  MARKETING  SOLUTION    
FOR  YOUR  SHOPPABLE  MAGAZINE
www.styla.com

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How to sell through storytelling

  • 1. HOW  TO  SELL  THROUGH  STORYTELLING © 2016 Styla
  • 2. " "YOU'RE  NEVER  GOING  TO   KILL  STORYTELLING   BECAUSE  IT'S  BUILT  INTO   THE  HUMAN  PLAN.  WE   COME  WITH  IT.
_______________
 
 MARGARET  ATWOOD
  • 3. STORYTELLING IS  AN  ESSENTIAL  PART     OF  CONTENT  MARKETING
  • 4. WHAT IS BUT  WHAT  IS STORYTELLING ?
  • 5. 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  ?
  • 6. IT  CREATES  AN  EMOTIONAL  BOND,
 BECAUSE  
 EMOTION  SELLS WHAT  IS  STORYTELLING  ? (let’s face it)
  • 7. "PEOPLE  
 DON'T  BUY  WHAT  YOU  DO,
 THEY  BUY  
 HOW  YOU  MAKE  THEM  FEEL
_______________
 
 BERNADETTE  JIWA,  'THE  STORY  OF  TELLING' WHAT  IS  STORYTELLING  ?
  • 8. STORYTELLING   creates   MULTIPLE  OPPORTUNITIES   in  the  global  e-­‐commerce  market…
  • 9. …which  in  2015  has  been  estimated $1.6  trillions to  be  worth =  BIG  UNAVOIDABLE  ROOM  FOR  OPPORTUNITIES  TO  SELL  PRODUCTS   source: LemonStand
  • 10. OPPORTUNITY  1:   
BY  LINKING  THE  REAL  AND  THE  DIGITAL  WORLDS
  • 11. OPPORTUNITY  1:  LINKING  THE  REAL  AND  THE  DIGITAL  WORLDS Example  1 Ikea   Enhanced  experience  to   visualise  furniture  in  your  own   room  before  buying  it.  
  • 12. OPPORTUNITY  2:  
BY  REACHING  THE  'EXPERIENCE'  SHOPPERS
  • 13. OPPORTUNITY  2:      REACHING  THE  'EXPERIENCE'  SHOPPERS EXPERIENCE NEED PRICE SHOPPER  PROFILE:   PRAGMATICS SHOPPER  PROFILE:   SAVERS SHOPPER  PROFILE:   SHOPAHOLICS   SKEPTICS   RESEARCHERS
  • 14. 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.    
  • 15. OPPORTUNITY  3   BY  REDEFINING  THE  RELATIONSHIP     BRAND  /  CUSTOMER
  • 16. BRAND  /   RETAILER CUSTOMER OPPORTUNITY  3:      REDEFINING  THE  RELATIONSHIP  BRAND  /  CUSTOMER
  • 17. BRAND  /   RETAILER CUSTOMER CONFIDENT IDOL COACH TEACHER EXPERT BEST FRIEND COMMUNITY SHRINK MOTTO INSPIRATION MERCHANT PROFESSIONAL CONSULTANT ROLE MODEL LIFESTYLE PARTNER PATIENT STUDENT FRIEND FOLLOWER ADVOCATE FAN CLIENT MEMBER AMBASSADOR OPPORTUNITY  3  |  REDEFINE  THE  RELATIONSHIP  BRAND  /  CUSTOMER
  • 18. 18 OPPORTUNITY  4   BY  ENHANCING  THE  E-­‐COMMERCE  ENVIRONMENT   WITH  VALUABLE  CONTENT
  • 19. BY  BRINGING  VALUE  TO  YOUR     PRODUCT  
 WITH  PERSONAL  STORIES…
  • 20. AND  BY  INSPIRING  READERS     WITH  GREAT  CONTENT…
  • 21. 21 YOU  STOP  SELLING  A  PRODUCT  AND  START  SELLING   THE  IDEA  OF  IT.    
  • 22. LET  STORYTELLING  BOOST  YOUR  SALES  WITH THE  ONLY  CONTENT  MARKETING  SOLUTION     FOR  YOUR  SHOPPABLE  MAGAZINE www.styla.com