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Why do Stories inspire trust?

by | Jun 13, 2019 | Latest

Belief precedes action.

Data transmits action.

Stories transmit belief.

That’s the reason why storytelling has become a buzzword, and why people want to tell their brand story. They are deeply motivated to act, and that motivation comes from a deep belief.

In a few deft lines, the structure of a story puts us in someone else’s shoes, sees the world through their eyes and experience. From the inside out, we can understand why they make their choices.

As a guest to your brand, or a visitor to your website, I likely have a problem that needs solving. And in a ton of cases, it’s a repeat issue.

So I’m looking for a service or a product that I can partner with, or regularly add to my life. And of course, I don’t want to be second-guessing whether it’s something I can count on.

This is why your story is uniquely positioned to generate trust.

If its the right kind of story.

If your story is something like “I’m saw a business opportunity, I need the paycheck, so I built a fantastic company with venture capital. Once I’m successful, I’m gunning to sell it to Acme Corp.”

I don’t know about you, but my level of confidence in this company isn’t very high.

On a personal level, their heart isn’t in it. And if they aren’t serious about people over profits, you can bet that they won’t prioritize you over their paycheck.

But if your story ran something like this;

“I was on one track for years, and was good at it. But a life change forced me to dig deep and find out who I really wanted to be, for myself, my kids, and my community. So I started this business to bring a unique level of service, because I can’t imagine not helping people in this way.”

If the quality of the work is there, then you have your one-two punch.

Great service, and the confidence that the person behind the brand is serious about their value. They aren’t likely to go away, and are actively aware of you.

This is why meaning-based brands, or wildly passionate businesses, are disrupting the galaxy.

When a buyer has little to no disposable income, choices become more valuable. We want to know that the brand cares about issues – and about me – as much as I do.

So, uncovering your story hits a number of points.

So what do you think? Leave a comment.

PS: Who’s one person you know would like to read this post? Can you share it with them? Thanks!

Dominic de Souza is a novelist-turned-marketer. He believes that passionate small businesses should stop with ads and funnels, and get back to the human roots of business: clarity, excellent service, and building a community. Everything you’re already good at.  Meet Dominic →

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