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Storytelling That Sells: How to Win Hearts (and Sales) This Holiday

Oct 16, 2024

 

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We all know how busy the holiday season gets—your audience is bombarded with ads, sales, and endless promotions. So how do you stand out? Simple: You tell a story that makes your audience feel connected to your brand. You make them feel like part of something bigger than just another holiday sale.

In today’s episode, I’m going to show you how to craft compelling stories that sell, without being overly salesy. By the end of this episode, you’ll have a clear, actionable storytelling strategy for the holidays that will connect with your audience on a deeper level and drive real results.

Plus, as always, I’ve got some next steps for you to take action and see those quick wins by the end of the week. So let’s get started-Episode 328 starts right now!

Part 1: Why Storytelling Works (Especially During the Holidays)


Alright, so let’s talk about why storytelling is such a game-changer—especially during the holiday season.

People don’t want to feel like they’re just being sold to all the time, right? But they do want to connect with brands that resonate with their values, emotions, and experiences. And the holidays are the perfect time to tap into those emotions. Whether it's nostalgia, togetherness, or giving, these are the feelings your content should evoke.

When you tell a story, you’re building trust and showing your audience that you’re not just here to make a quick buck—you’re here to be part of their holiday experience. And when people trust you, they’re far more likely to buy from you.

Here’s an example:
Let’s say you sell handmade candles. Instead of just posting, “Holiday candles, 20% off,” tell the story behind the product. Maybe your candle scents are inspired by your grandmother’s holiday baking, or maybe a percentage of each purchase goes to charity.
That is the story that resonates—and sells.

 

Part 2: The 3 Key Elements of a Great Story

:
Now that we know why storytelling is so effective, let’s break down the three key elements of a great story that sells:

  1. Relatability
    Your audience needs to see themselves in the story you’re telling. Share experiences, challenges, or emotions that they can relate to. Maybe you talk about how stressful holiday shopping can be, and how your product or service helps make the holidays more enjoyable.
    Example:
    If you’re a personal trainer, your story could be about balancing health with the indulgence of holiday treats. Your story could go something like…“I get it, the holidays are full of cookies, pies, and big family dinners—so how do you enjoy without overindulging? Here’s how I help my clients stay on track without missing out.”

  2. Emotion
    Holidays are an emotional time, and people connect to feelings—whether it’s joy, nostalgia, or even frustration. Your story needs to evoke an emotional response.
    Example:
    If you run a pet accessories business, you could share how your products help people celebrate their “fur babies” as part of the family traditions. Maybe tell the story of a customer who bought a “Gotcha Day” bandana to celebrate the anniversary of adopting their dog, complete with cute pictures!

  3. Call to Action
    Every great story should lead to a clear action. What do you want your audience to do after hearing your story? Buy? Sign up? Share their own story?
    Example:
    If you’re promoting a holiday sale, your story could end with something like, “So if you’re looking for the perfect gift for someone special, our handcrafted candles are more than just a product—they’re a way to share warmth and love this holiday season. Grab yours today with our special holiday discount.”

Part 3: Using Storytelling in Your Holiday Content


So, how do you use storytelling in your actual holiday marketing content? Whether it’s in a social media post, an email, or even a reel—storytelling can be woven into any format.

Here’s a quick breakdown of how to apply storytelling across different types of content:

  • Social Media Posts: Instead of just a product photo, tell the backstory behind it. Share a quick story about how your product was created, who it’s for, or how it’s helped a previous customer.
    Example: “Last year, a customer named Sarah bought one of our custom holiday sweaters for her entire family—including her dog! She said it made their family Christmas photos the best they’ve ever had. This year, we’re back with even more designs, perfect for making holiday memories!”

  • Emails: Make your emails more personal by telling a story about your business. Maybe it’s about how your team prepares for the holiday rush or a special holiday tradition in your company.
    Example: “Every year, we gather as a team to design our limited-edition holiday products, inspired by the cozy warmth of the season. We only make a small batch, so these pieces are extra special—just like your holiday moments.”

  • Videos/Reels: Use video to show behind-the-scenes moments. Maybe it’s footage of your team preparing for the holidays, or a customer testimonial about how your product added joy to their celebrations.

Pro Tip: People love seeing “real” moments, so don’t be afraid to show the human side of your business.

Part 4: Next Steps – Your Action Plan for the Week

:
Alright, now it’s time for your Next Steps. Yep! You’ve got homework again! Here’s what I want you to do this week to put storytelling into action:

  1. Choose One Holiday Story to Share
    Think about your brand or product—what story can you tell that relates to the holiday season? It could be the story behind a product, a customer success story, or even your own personal journey during the holidays.

  2. Craft Your Story
    Write out your story with the three elements we just discussed: relatability, emotion, and a clear call to action. Keep it simple and authentic—it doesn’t have to be long, just impactful.

  3. Plan Where You’ll Share It
    Decide whether this story is going to live on social media, in an email, or in a video. You can even repurpose it across multiple platforms!

Quick Win:
By the end of this week, you’ll have one fully crafted story that you can share with your audience during the holiday season. This will help build trust, increase engagement, and ultimately drive more sales. Plus, it’s a strategy you can keep using again and again.

Part 5: Bonus Tip – Using ChatGPT for Storytelling Ideas
And here’s a bonus tip for you—if you’re struggling to come up with the perfect story, don’t worry. You can use ChatGPT to help you brainstorm!

Here’s how:

  • Just type in a prompt like:
    “Give me 3 storytelling ideas for a small business holiday promotion.”
    Or
    “Help me write a short story about how my product makes the holidays special.”

This is an easy way to generate fresh ideas and get your creative juices flowing.