RESTAURANT STRATEGY6 Jul 2020

How Marketers Use Storytelling to Sell

#69 - How Marketers Use Storytelling to Sell

When I say, “Tell me a little bit about yourself,” how do you respond? Do you say, "Well I’m 5’10”, about 180 pounds, with blue eyes and brown hair?" Of course not! In fact if someone did that in an interview, you’d be like… who is this psychopath.

When someone says, “Tell me a little bit about yourself” you respond with a brief bio. If it’s an interview you might talk about where you went to school or the last company you worked for. If you’re meeting someone at a party, you might talk about where you grew up or what you do for a living. We don’t recite facts and figures; we tell a story.

Stories bring things to life. They help the listener better understand because the experience becomes relatable. We hear about someone who wins the lottery and we can’t help but put ourselves into those shoes. We hear a song and recognize the emotions they’re describing. We watch a movie and feel something because we empathize with the characters on the screen.

Very little of what we do isn’t touched by storytelling. And this is especially true when it comes to running a business. In fact, I believe there are 5 different ways we use stories to market our restaurants:

Stories that communicate a brand’s mission… their WHY
Stories that spark conversation
Stories that validate price
Stories that bring deeper appreciation for the product or the brand
Stories as mythology.

I share a bunch of case studies and examples to illustrate each of these areas, and guide you through some ways to identify stories in your own restaurant. This is the companion piece to episode #53. I hope you enjoy.

Of course, I'll also remind you that I'm still selling...

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