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  • Stephen Colwell

Why Should a Business Tell Its Story?

Updated: May 15, 2019

I've been in the professional work world for nearly 15 years now, and I've held a wide range of jobs. Here's a few:


- Fundraiser for a College

- Car Salesman

- Sports Photographer and Journalist

- Marketing Director in Private Education

- Community Relations/Sales for Assisted Living

- Marketing Director for a Manufacturing Company


I challenge you to find the common thread. There is one, I promise.


It's all about storytelling.


Convincing a potential donor to commit financially requires you to tell the story that connects them back to the school. To sell a car you paint a picture of how the vehicle will improve the life of the customer. Sports reporting is all about making the reader feel like they were there for the game or match. I could continue to explain how storytelling was a vital part of every other stepping stone in my career path, but you're smart people. You get the idea.



My last employer was a company that built cooling fans for industrial engines. This was a true challenge for me, but I went back to what I knew how to do. I told stories. Improving sales through digital marketing meant writing keyword-heavy content that was relatable and readable. We used social media and found success, but the real game changer was when we focused on storytelling blog posts and regularly updated website content.


New customers found us and sales increased.


The blog posts weren't just about fans, they were about people and customers. They talked about our community service and the WHY of our business. We focused our social media on our employees instead of just the products. We told the story of who the company is and why it exists, and customers really appreciated it.


That's when it all clicked for me. I'd sold cars, business signs, and education successfully in past jobs, but selling something as benign as a cooling fan was achievable through quality content that connects with the reader on a deeper level. Understanding this meant I could help just about any company sell just about anything.


Humans generally want to connect to other humans. It's a simple fact of life. When purchasing a product or selecting a supplier there are other considerations, such as cost and proficient deliverability, but why not tell the story that will connect you to the customer before getting down to the nitty-gritty?



Storytelling is the core of Cool Spring Creative. The aim of our company is to help businesses and individuals tell their story well, and connect them to the potential customers who are searching for their product or service.


If this is a service that will help you, contact us today! We're ready to listen and help you write the story that truly defines what makes you special.



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