As consumers, we are bombarded by tons of content every day and that can be very annoying. So, as marketers, it’s extremely important to avoid wasting our target audiences time by sharing useless information. Remember, the ultimate goal is to engage a prospect by earning their trust.

Here are some simple steps for using storytelling to effectively connect with your prospects and customers:

Step 1: Do your research starting by listening to your customer. Find out what they actually want and need before sharing your message with them. Initial resources for research are viewing customer reviews on or Yelp.

Step 2: Discover your prospects pain points, obstacles, or reasons why they have not purchased your product or service. Find out what’s holding them back and then offer a smart solution. Once again sites like and Yelp are good resources to accomplish this step.

Step 3: Identify the voice of your customer. When writing your email, blog, or social media post speak directly to your prospect by using terms and language that your research has revealed.

Step 4: Organize your list of prospects into different segments based on their familiarity with your offering. These segments can be broken down any number of ways. You may want to start with awareness levels: totally unfamiliar with your product, somewhat aware, aware but still have questions you need to address, very aware but still needs the final incentive to purchase.

Step 5: Craft your series of specific stories for each of the segments based on their wants, needs, and level of awareness. Create a strategic timeline for sharing each message with your specific audience segment.

And always remember that the overriding key strategy to successful storytelling is to send the right message to the right audience at the right time.

“Tell me the facts and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in heart forever.” – Native American Proverb
CATEGORIES: Market Research  Storytelling