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Why telling and selling your story is important in business (Part 3)

Don’t sell products, tell stories, writes TONY AJAH



tell your story and Telling and selling

Continued from Here

The marketing that wins has an incredible product or service combined with a clear, memorable message. And your story communicates that message better. Your story is your message!

Sell your story

The question now is, have you taken your story to the marketplace? Nothing communicates your solution to the market better than your stories. Telling and selling your story has a strategic purpose aimed at drawing people in. Tell me your story, and if it delights me, I’ll come back for more. Then I’ll tell my friends, and they’ll come, and where my friends and I go, our dollars go.

Like you know, money goes where people go. I mean, where people go because of the enterprise’s story is so thrilling and compelling. If you keep spreading your story, you may turn your customers into a community of fans!

The story you have told will come to nothing if it is not fully lived. Your enterprise and everyone in it must live that story, which the enterprise embodies. All of the pieces of the story must be exemplified in action. You are your story, and your story is you.

Michael E. Gerber astutely expressed it in a way that recapitulates it for me: ‘Story is what inspires your customers to become clients, your clients to become fans of what you do and how you do it, your fans to become true believers, your true believers to become fanatics – people who are viscerally committed to your brand’.

And he went ahead to caution: ‘You, as the founder of your company, must live your part in the story, in your company, in your life, as the chief protagonist of your story. You must live your story because if you don’t, it isn’t a true story’.

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Do you want the market to connect to your business and what it represents on an authentic and emotional level, use storytelling to build that bridge?

Your own story will make you stand out, and it build connections at a whole new and deep level in the marketplace. Why? It gives life to your products and services, and it will help build lasting relationships for you and your business.

Telling and selling the story of your brand is an ongoing process. When done well, business storytelling gives a compelling reason for consumers to buy from you. Each day, your business grows, shifts, and adds new chapters to its story. Telling and selling your story increases engagement, builds trust, and expands your reach.


If you own a business, whatever the size, knowing how to tell your business story needs to be a crucial part of your operations.

Your employees should also be sharing your brand’s story when they interact with customers! This is very important. Do everything you can to find, cultivate, and share the story you want told about your enterprise.

Don’t sell products, tell stories. Don’t sell products, sell stories Make business storytelling an essential part of your operations to attract and retain customers, and hence keep you ahead of the game!

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About the author

business war with Tony Ajah

Tony Ajah

Tony Ajah is a Business Growth Strategist, and the author of BUSINESS SENSE, and ON BECOMING AN ENTREPRENEUR.

He maintains a personal blog, where he shares proven business ideas and principles for SMEs.

@TechEconomyNG connects past-present-emerging technological impacts on Businesses, People and Cities. All Correspondence to: [email protected]

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