People got triggered and their reaction was swift. Target and Honey Pot were accused of discrimination against white people, and a swarm of trolls left thousands of negative reviews for the company.  

Then something interesting happened. After the wave of backlash, other social media users started a drive for positive reviews. A community emerged to publicly show their support and defend their values of empowerment.  

Storytelling helps you build a community of loyal customers. ​With the power of storytelling, Honey Pot pulled their users together to stand for their shared values. ​

Your successful story can help you show your values and attract those who align and want to associate with what you stand for. That’s the power of storytelling.

Storytelling differentiates your brand and helps you captivate your audience. We live in times when everyone is competing for the attention of consumers. Storytelling differentiates you and you capture that attention. 

There are so many businesses out there that offer similar product offerings. Think about gluten-free desserts. There are so many brands out there but for me I will always buy from a chef named Jessica. 

Her desserts sell at the famous Devon House bakery, a landmark attraction in Kingston, Jamaica. When I asked her how she got started, she told me about her husband who was having mysterious chest pains. Doctors couldn’t find the problem. It was scary.

Jessica decided it was time for the family to get healthy. She revamped their meals removing allergens one by one. When she removed gluten, her husband noticed that the heart trouble stopped. She made her home a gluten-free zone and a business was born.

Whether your story causes a firestorm like Honey Pot or is heartwarming like Jessica’s, the principle is the same. 

People remember businesses that have a story. In the case of Honey Pot, despite the controversy, sales increased. And Jessica’s story has her desserts selling in the country’s top bakeries.  Customers don’t forget the brand.

Create an unforgettable story. It must be meaningful, personal, emotional, simple, and authentic. In the words of Maya Angelou people will forget what you said, people will forget what you did, but people will never forget how you made them feel.

Start telling stories in your marketing and social media. As your audience gets to know like and trust you, they will be more likely to buy from you.

Are you struggling with telling your story? This is the first in a 3-part series about selling more through storytelling. Find out how to tell stories that will resonate with your audience.