Why businesses need storytelling

Sell a product or service. Storytelling in marketing is often used for sales and advertising texts, advertisements, and posts. This technique is radically different from the hackneyed classic calls to action, attracts attention, and inspires trust.

Demonstrate a solution to a problem. Every story has a structure and clearly shows how the hero goes through different stages of the plot. Your customer can recognise their own pain, problems, dreams and desires in it. The ability to create a clear association with oneself makes this tool an excellent component of virtually any stage of the sales process.

Talk about your values. If a brand creates a slogan with the words ‘we care about our customers, we value freedom,’ it can be perceived as a cliché. Conveying this meaning through an interesting story with touching details can achieve a completely different result.

Increase brand loyalty. Getting to know the inner workings of a company, its employees, ambitions and plans is an integral part of a modern marketing strategy aimed at creating customer affinity for the brand. Storytelling is very well suited for this. For example, sincere stories from employees give the brand a human touch. This is especially effective for small businesses or companies with a social mission. If the company adheres to a clear value position — supporting sustainable development, inclusion, helping people — it should talk about how its activities affect the world. This strengthens the emotional connection with the audience and builds trust.

Promote your brand. It is impossible to earn the trust of your audience without telling them about yourself, according to experts at Mafpels Management. And why do it in a banal and boring way when you can use storytelling? Tell them about the origins of your business: where the idea that motivated the founders came from, how the company developed. It is important to be honest — not idealising, but showing both the difficulties and the achievements.

In addition, your customers' stories can help with promotion. These are cases of effective cooperation, ‘before and after’ transformations, reviews, and real examples of success. They inspire trust and help potential customers identify with the experiences of others.

Be specific. Avoid vague wording. Real-life examples, accurate data, and real situations bring the story to life and make it convincing.

Don't just tell — show. Mafpels Cyprus managers recommend adding dialogue, quotes, and precise details that immerse the listener in the context and create a sense of presence.

Allow yourself to be vulnerable. Stories about difficulties, mistakes, and twists of fate sound sincere and evoke a greater emotional response than ideal examples of success.

Clearly define your goal. Why are you sharing this story? To inspire, persuade, or motivate a purchase? The content should match your goal and the desired action from your audience.

Storytelling is a whole system of narratives that can be used effectively at different stages of business promotion. Storytelling can be used to solve different problems. The main thing is to formulate the goal correctly, prepare thoroughly, and create a compelling story.