Thank you for being part of the Zander Media community. Each month, I share an article on storytelling or highlight some of our recent work.

Say hi anytime at robin@zandermedia.com. I’d love to hear from you.

Tell a Better Story → Close More Deals

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Zander Media is a storytelling shop, but when somebody doesn’t believe in the value of storytelling, I don’t try to persuade them. Instead, I share a personal anecdote of a time when storytelling made an impact for me.

My First Sale

In the small town where I grew up, they still ask about Robin’s Pumpkin Patch. From the age of 6, I sold pumpkins in the months leading up to Halloween. Growing and selling produce is difficult, but people still ask after Robin’s Pumpkin Patch because of the reputation I built - and the stories people tell about that small business even to this day.

Stories Build Reputation

The stories we tell each other about a business become it's brand and the stories we tell about a person becomes their reputation. I’m almost 40 years old and they are still thinking about that cute 6 year old out hustling pumpkins!

The stories your customers tell themselves about you or your business are important, but even more so are the emotions those stories elicit.

The Value of Memorable Moments

Imagine a 6 year old boy, covered head to toe in a scarecrow costume, gesturing as cars drive by. I recruited the neighborhood boys to play the part of the scarecrow, and when people would stop, I'd sell them pumpkins.

Storytelling alone will not build a successful company. You also have to have a product for people to buy! But having a good story, complete with memorable moments, makes selling easier.

A few weeks ago, Zander Media took a mascot we created for a client, Roi the Bear, to a business conference in LA. Even though Roi scared some attendees (one actually jumped away in fear), bringing a costumed bear to an otherwise mundane business conference stuck in people’s minds. Roi elicited emotions that the conference attendees will remember.

The Components of a Great Story

A great story should do a handful of things. Each is important, but together they create a big impact.

Storytelling Creates Emotional Connection

The story of my pumpkin patch worked because everyone wants to support the local kid doing good. A moving robot scarecrow, especially in the 1990s, added excitement.

A compelling story creates emotional connection between your business and prospective customer. This enhanced connection increases the likelihood of closing a sale.

Your Story Makes You Relatable

People buy from people and relate through the stories that those people tell. My pumpkin patch evoked excitement for Halloween or nostalgia for childhood lemonade stands.

Cultivate a handful of stories and refine them over time. Your story should be brief, personal and enable your customer to relate to you. A good story should build emotional rapport and allow your customer to see themself in you.

Get To Know Their Story – And Their Needs

It is important to understand your customer’s story. The more you understand your customer and what motivates them, the better you will be able to assess whether they are a match for what you are selling. To do this, ask your customer questions and listen to the stories they tell you about themselves.

Even though I couldn’t articulate it at six, I understood the importance of storytelling at Robin’s Pumpkin Patch. I knew that a scarecrow costume and my pumpkin patch would create a lasting memory.

Stories are how we connect with each other – and how your customers connect with your business. How you use stories to sell may be a bit different than my days dressed as a scarecrow, but the impact can be the same.

Until next time,
Robin & the Zander team

3153 17th St, San Francisco, CA 94110
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