How to Tell Your Company’s Story, Build Trust and Boost Sales

August 12, 2014 Monika Jansen

How to tell your company's story

By now you know that you have to weave storytelling into your marketing copy. Of course, knowing you need to do it and actually doing it are two different things. To make the task easier, here is how to tell your company’s story in a way that will build trust and thus boost sales:

Begin at the beginning

Every company got its start somewhere. Your company might have been started by accident or after years of hemming and hawing before you finally took the leap. You might have a big exciting story to tell or a quiet humble one. Either way, it’s worth telling, as it helps customers learn why your company exists and thus better understand you.

Follow basic storytelling techniques

Think about a Disney or Pixar blockbuster movie, and you’ll notice that they all follow the same storyline: Things start out one way, a challenge or problem arises, and the hero/heroes work to resolve it. Cinderella, The Lion King, Toy Story, and Frozen all follow the same formula – and they do it well.

Inject passion into it

Your story need not be grandiose and over-the-top, but it does need to communicate your enthusiasm, energy, and passion for what you do. Use specific, descriptive words – especially verbs – that go beyond ho-hum, overused adjectives like “great.”

End with a call-to-action that makes sense

It might seem odd to include a call-to-action at the end of your story, but it’s actually a good idea. Try something along the lines of “Learn more about our top-selling products – and the reason we get out of bed in the morning” – and link to your product page.

Read it to your family, kids, and friends

Now that you have your story written, read it aloud to people who are close to you but not working in your company or industry. Your spouse, siblings, parents, kids, and friends can provide honest feedback and help you hone your story so it makes a bigger emotional impact. If you didn’t write it in plain, straightforward English, I guarantee they’ll tell you.

Pull your ideal customer into the story

Don’t forget to aim your story at your ideal customer. When you talk about why you started your company, include the reasons why you wanted to develop better products or services and for whom. This will help create a stronger connection, because your ideal customer will think, “Oh my gosh, these products were made for me!” Bingo!

Do you like your company story? Has it helped you boost sales?

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Author information

Monika Jansen

Monika Jansen

Monika Jansen is a freelance copywriter and editor who helps with companies of all shapes on sizes kick their content up to the next level. You can find her online at

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