How We Use Stories to Sell

Humans are storytellers. For thousands of years we've used stories to communicate things to each other. It's ingrained in us, and woven through just about every aspect of what we do… most especially in how we conduct commerce.

By that I mean, how we TRANSACT… how merchants sell things, and how consumers make decisions about what products to buy. 

So then how exactly do we use stories to sell? I think they fall into one of 5 categories. 

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

I'm sharing stories for a bunch of different restaurants and brands, hoping that you'll find inspiration to apply the lessons to your own businesses. 

• Niman Ranch (and the guidines for ranchers)
• Grgich Hills Estate
• Alinea
• Jefferson's Bourbon
• Olmsted
• Craft New York
• The Iron Shop

Finally a reminder about our two online workshops launching this summer!