Using Strategic Storytelling to Sell Your Product

The following two tabs change content below.
Motivational Speaker Kelly Swanson is an award-winning storyteller, author, and comedian who teaches you how to harness the power of your story to connect, engage, and get results. In this blog, Kelly focuses on the business of professional speaking. Kelly’s post day is Friday. If you aren't sure how to comment on this story, click here.

Latest posts by Kelly Swanson (see all)

Meet Violet, My Hair Extension Queen

This is Violet up top. Isn’t she precious?  (I’m at that age where I feel led to tell people how precious they are.)  I wanted you to meet her. Why? Because  I love her.  No, we’ve never met. She lives in the UK. I live in the US. We met on Etsy –  a shopping site I ADORE.

If you know me, you know I’m addicted to fake hair. Well, it’s actually real hair (I have the dent in my bank account to prove it) it was just somebody else’s hair first.

Hair extensions can be expensive so I am often shopping around for the best deal at the best value. That’s how I met Violet.  Today’s post isn’t about me (pause for you to gasp in shock) – this post is about Violet, and how she used the art of strategic storytelling to turn me from a stranger into a fan.

Uncrossing the Arms of Our Dubious Buyer Looking for the Best Deal

It can be tough selling a product in today’s crowded market where the buyer has TONS of options, all wrapped in sexy brand language, but not all equal when it comes to the value delivered.

When I’m shopping for hair I want the best hair at the best price. Or at least I thought that’s what I wanted, until I found Violet on Etsy. One thing she did ended the search for me. And it wasn’t price.

She told her story.

Not just any story.  She told the story of her connection to her brand.

Connecting Personal Story to Brand Story

As sales people, we are quick to tell people how important our product is, but slow to tell people what that brand means to us personally. When we connect our personal pain experience to the brand, the listener has an emotional connection with us. We bond. We connect. We share the same pain. We can relate to each other. Now there is a trust between us. And now I believe what you say about your product.

Don’t forget that in sales we’re selling ourselves first. People do business with people they like, trust, believe, and feel like they know. This is not new information. We’re just using old ways to do it. We think data is what does it. Features and benefits.


It’s story used strategically. THAT is what allows you to become human to your buyer. That is what allows you to connect and engage.

Violet’s story made me choose her store. I still expected a quality product – and got it. But it proved to me that emotion plays just as big a part (if not bigger) in our buying decision.

Your story doesn’t have to be fancy. It just has to be from the heart.  It must connect three stories together: Your Personal Story, The Brand Story, and The Customer Story.

Not sure how to write that? Don’t worry. I can help. Just check out and we can turn you into an expert in no time.

Violet’s Story…directly from her store on Etsy

I’ve been making hair extensions for years now Miracle-halos, clip ins, tape hair ..
I adore every single one of them.
I put lot of effort in them and honestly i make all of them with love. !!

I myself suffer from hair issues.

It took me some time to accept the fact that i wasn’t blessed with gorgeous hair but now i learned to live with it and try my best to help my body.
While I’ve suspected my hair has been thinning for years, few people ever believed me and at times I even doubted it myself.
Most of the GPs I saw reacted the same, despite my tears and protestations.
I had no bald patches or visible gaps so they’d put it down to stress or would test my iron and thyroid levels, which appeared normal. (Apart from Iron) I was low on B12, Iron, Vit D, and i had PCOS !! All in the same time, After learning what was going on inside me i felt so bad, always blaming my “body for my hair loss when actually my body was struggling inside and it needed help!!

Now i try my best to be healthy, i eat healthy, exercise, take Multivitamin supplements recommended by my GP.

Some of my hair loss over the years is easily explained. I developed an eating disorder as well, and remember gathering clumps of hair off my bedroom carpet when I was under-eating. I was eating well and then i wasn’t eating at all, There was no balance …

Weight loss, low iron levels, poor diet, and stress, along with thyroid and hormonal imbalances, can all cause hair to fall. Hair needs a healthy diet and a well-functioning endocrine system to flourish.

Now you see, you are not alone, someone, somewhere can relate and see that you’re not alone!!
I have complete faith in the Lord that this will make me stronger.
Keeping positive is obviously on the list of my priorities. Concentrating on the good.

Also, making hair extensions, not just for myself but for YOU as well :-)
If you’ve read to this point, I deeply appreciate you. !!

Thank you for taking the time to take a look into my world for a few minutes.

You can follow me on Facebook for Discount codes, Updates, and much more :)

Look What Else We Did Here

Did you notice what else we did here? We advertised Violet and her store. Did we do it in an obvious pitchy way? No. We told a story.  Far better way to build a community for Violet than just writing an ad. Wouldn’t you say?

Data Compels, but the Story SELLS.