There’s no denying that people respond better to stories—they are not only drawn to narratives but also find them more memorable. Regarding business interactions, particularly follow-ups, incorporating a storytelling approach can transform the engagement dynamic.
The most critical step to grow your business is the follow-up. Let’s take this a step further. Why not infuse your follow-ups with storytelling instead of hard pitching, which can be off-putting?
First, as you plan your follow-ups, remember that there are five key elements of effective follow-ups – choosing appropriate timing, providing context, keeping communication concise, creating value, and offering an option to opt out.
As you begin creating your content, take a storyteller approach by writing your content in a way that resonates with your audience. By developing your follow-up communication with a narrative structure, your content will become compelling and relatable to your audience.
A good place to start can be to share success stories of previous clients, illustrating challenges overcome and showcasing the transformative journey your product or service can offer. Such storytelling humanizes your brand, and it helps your audience envision what their experience with your brand could be for them. As a result, they will feel more connected to you and are more likely to remember your brand.
I’ve been working with clients to design 60-day and 6-month follow-up schedules. Putting plans on paper early and writing messages in advance is ideal. This allows you time to test in advance to be ready for your desired outcome. Additionally, monitoring the response from your audience will help you pivot and improve your messages in real time.
As you finalize your messaging, check these five benchmarks to see how your content stacks up:
- Is your content relatable? Does it appeal to the common sense of your audience?
- Does your content evoke an emotional response? Will your readers feel connected to your brand?
- Will it come across as genuine? Can your messaging build trust with your audience?
- Have you differentiated what makes your brand special versus your competitors?
- Are you illustrating how your offer solves your target’s wants or needs?
In a world inundated with conventional sales tactics, adopting a storytelling approach in your follow-ups sets you apart, fostering a connection built on shared experiences and authentic narratives.
Take the time to be intentional with your follow-ups. It isn’t always easy, but if you can create a follow-up process and implement it consistently, it will be well worth your while.
