Pierre Bourdeau—Director P&C Insurance Marketing
You sell insurance, and you do it well. But guess what—thousands of other brokerages out there also sell insurance, and they do it well too. So, what can you do to stand out in this crowded space? The good news is there’s only one unique you… and you can show the world through storytelling.
According to cognitive psychologist Jerome Bruner, people are 22 times more likely to remember a fact when it’s wrapped in a story. You can use storytelling to make you and your business more memorable. This will help you relate to your clients and show them on a deeper level how you’ll take care of them. Your story goes beyond the fact that you sell insurance; it speaks to why you do it and how your clients can benefit.
Beyond being memorable, stories can help people develop a quick impression and help you to stand out amidst the abundance of information being consumed every day. Plus, stories trigger emotions, and since 95% of decisions are subconsciously made, an emotional connection will create an even longer-lasting impression.
How to tell your story
As you grow your business, developing your story is essential. It should demonstrate that you’re not just selling a product or service, but why you offer the best solution. There are three parts to telling that story, and corresponding questions that need to be answered:
Your Origin – Why are you doing what you’re doing now? What circumstances shaped your viewpoint of the world? How did that viewpoint influence the way you operate your brand?
The Opportunity – Based on your origin story, what’s the opportunity you’re offering to your customers? How is it different from what any other company in your space can offer?
Your Values – What’s important to your customers? How do your values align with theirs? How does what you’re offering address what your customers need?
The Do’s and Don’ts of Storytelling:
DO make it short but capture the details that make it unique.
DO make it specific. A compelling story is about one situation or one individual. For example, the one person you helped, rather than the 1,000 people your brokerage helps in a year.
DO make sure it reflects your company’s brand. Be professional, caring and appropriate. For example, tell a story about how you thought of a new option for your customer over the weekend, and not that it came to you at a party on Saturday night.
DON’T share somebody else’s story without permission and do protect anonymity when you’re sharing it.
You’re a natural storyteller
You may not think of yourself as a storyteller, but you do it all the time. You tell your colleague about a great new market you found, your partner about your day, a friend about your new puppy. All of these are stories, and you’re the storyteller.
So why not tell your business story at your next business networking event, on your next customer call, or when you run into a prospect at the coffee shop? If you do it right, you will be memorable, make a quick impression and establish that coveted emotional connection.