Attract More Customers Using Storytelling with Charles Hsuan | Ep. #01

By February 10, 2020 No Comments

Let’s be honest, it’s ten times easier to remember a good story than it is a chemistry lesson. 

However, ever wondered why that is? 

It’s simple. 

Human beings are designed to process stories. 

And this is a true story! No pun intended!

Stories go all the way back to the very beginnings of humanity, enjoying stories are just a part of what makes us human. 

When it comes to business, ever wondered what could happen if you could tap into this powerful element when it comes to your marketing, instead of always asking for the sale like everyone else?

Let me tell you what will happen!

You will attract more customers without having to spend more on your marketing! 


You see, if a story is done well, our brains end up engaging in the creative process. 

Think about how difficult it is to only watch one episode of Game of Thrones when you have the whole boxset ready to be binged.

A good story becomes an addiction, and you can use this to your advantage when it comes to your advertising. 

Charles, “The Storyteller” Hsuan, visited Version Eight at the office and we had the privilege to extract some powerful storytelling tips from the master.

Below are some practical tips to help you create a story for your brand, however, these are just crumbs compared to what kind of information you will find in his latest eBook; Refuse to Be Boring. 


The 3 Key Elements to a Good Story 

Identifiable Character

Every business owner feels their brand is backed by a good story. 

However, the reality is, that most of the time, the story consists of the company history and perhaps a logo that represents some sort of meaning. 

This is the equivalent of your customer wanting to watch the finale of Game of Thrones, and all you end up giving them is the boring credits at the end. 

Every good story has an identifiable character, and if you want someone to listen to your story, it’s your main priority to either be or create this character that your target audience can relate to. 

This story can be based on your own journey, an employee, or even the impact of your business, product or service on a customer, the truth is it doesn’t really matter who the character is, however, it’s your main priority as a business owner to either be or to create this character as part of your company’s story. 

If you lack this character, the chances are you, lack listeners, which means, you lack attention and possibly sales. 

Why is this so powerful in business? 

Well, we are living in an age where people prefer to do business with people, and that’s the main reason you need to find ways to connect with your customers. 

Real Emotion 

Emotion is probably the most crucial element when it comes to your brand’s story. 

Think about it, how did you feel when one of the main characters died in Game of Thrones? 

Sad, right? 

Why did you feel that way? 

Most probably because you were emotionally connected with the character!

You need to find ways to get your customers emotionally connected with your business and your mission. 

Think Apple lovers and Steve Jobs! 

By getting people emotionally invested, you will end up building a cult-like following, in a good way, that’s ten times more powerful than any billboard ad you’ve ever seen!

A Real Moment 

If you want your audience to remember your story for longer, you must include them in the story or make them part of a specific place, time, and moment. 

So, how do you create this moment? 

Well, first, you will have to set the scene. 

It’s important that you describe a scene they might be familiar with. 

For example, as a personal trainer, you can set the scene by describing the busyness of the gym on a Monday night. 

If your target market is fitness enthusiasts, then the chances are they’ve experienced how busy their gym can get on a Monday evening after work. 

By articulating your the place = gym, and the time = Monday evening, you are creating a moment = that moment of frustration when you realise all the machines are taken. 

So, How Do Stories Help You Increase Your Sales? 

The deeper the connection with the audience, the better the story.

The better the story, the more attention it attracts.

Again, let’s use Game of Thrones as an example.

Think about it, the only reason Game of Thrones is considered one of the best TV shows of all time is because of the number of viewers it attracted.

The more attention your brand attracts the more brand awareness you get in return.

Now brand awareness times a strong emotional connection equals a higher probability of turning a reader or listener into a customer.

Jandre de Beer

Author Jandre de Beer

In a nutshell... I'm an online marketing expert with an appetite for #entrepreneurship! I'm the Managing Director of Version Eight and a contributing author to Entrepreneurs Mag SA and SME.

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