How you talk about your company impacts how you resonate with your target audience. If you want to build relationships beyond the transactional, you need to connect with your audience more personally. This is one reason storytelling has emerged as a critical growth driver for companies looking to actively engage with their audience, whether they are selling a product, service, or both.instead of simply presenting their product or service, as reported by the Marketing Insider Group.
Storytelling is also key to standing out from the competition. “In industries brimming with similar products and services, a unique story can be the differentiator that sets a company apart from its competitors,” says Blanton. For instance, TOMS Shoes gained notoriety for its story of social impact – giving a pair of shoes to an underprivileged person with every purchase.