If you’re South African and of a certain age I am sure the words “It’s not inside it’s on top!” will mean something to you. Yes, it’s the famous line from the 80’s Cremora ad and even if you weren’t around in the 80’s you’ve probably heard your parents refer to it or have seen it on Youtube. Why was this ad so successful? Because it tells a story, a story that makes us laugh, which is one the most powerful ways to engage an audience.

We all love stories. Growing up, it’s how we learn important lessons. In the past, fairy tales and fables taught us memorable life lessons and now children learn these from one of the most influential story tellers ever, Disney.  Stories capture our attention from the beginning to the very end and this makes it an incredibly powerful content marketing tool.

Here’s an example of the power of story telling – we’re selling a pen for Fathers on Father’s Day.

“This pen is the best one on the market, it’s refillable with any size or colour ink refill and it has a twist-action mechanism that smoothly retracts the pen tips. “


“Inspired by radar invisible technology used in state-of-the-art military aircraft and originally crafted in 1963, the precise engineering of the barrel and internal mechanisms, allow the nib to disappear completely when not in use. A dependable and trusted writing instrument that has withstood the test of time. “

Would you be more interested in the first one or the James Bond-spy gadget sounding one?

So how can you use story telling in your business? Consider it a way to add more meaning to the information you want to provide your customers. The features and advantages of your product are important, so you want to present them in a way that your potential customers understand them without having to read dry facts, features and product descriptions.

Share a real customer experience.

We all like to hear about other people’s experiences of a product/service before buying. Telling customer stories gives potential customers more than just features and facts – it allows them to understand why they need your product/service.

Highlight your uniqueness.

Your products/services may have unique features, but the thing that will really distinguish you from your competitors is your story. Make it messy, human and relatable and your audience will remember your brand and think of it whenever they need the services or products you offer.

Don’t be sales-ey.

When you’re just sharing an experience and subtly promoting your brand through a story, you’re leaving the decision in your customers hands. Customers will be much happier to make a purchase when they feel like they are the ones in control.

You can use these tips to tell your stories through images, videos, or blog posts. How are you using story telling in your business?