Presenting your audience with the features and benefits of your service is no longer enough to persuade them. In today\u2019s world, businesses have myriad options for reaching potential consumers and sharing their commodities. However, we\u2019re also competing with hundreds (or even thousands) of other people trying to sell a similar product. So how can you make yours stand out? As a Bend and Santa Barbara web design agency, we've got a couple tricks to help. Numbers aren\u2019t relatable, and bragging about yourself is never a good option. Telling better stories, not data dumps, are the most genuine way to connect with your audience. The vast majority of people make a purchase based on emotion, not logic. They decide to buy because it \u201cfeels right,\u201d then use data or facts to justify the decision. Authentic stories with an emotional core, grounded in a company\u2019s content marketing efforts, are key to selling your product. Deliver Inspiration, Not Just Goods Getting to know your audience is the first step to choosing what story to tell. Imagine that you\u2019re meeting a friend of a friend for the first time. If all they do is talk about themselves and their shoes, you\u2019ll be desperate to leave the conversation. However, if they\u2019re able to bond with you over your mutual love of athletics and competition, you\u2019re more likely to stick around and get to know them. That\u2019s exactly what the Nike brand has done. Nike is named after the Greek goddess of victory, not the Greek goddess of shoes. Even Nike\u2019s website metadata claims that they deliver experiences and services to inspire athletes - not just shoes. That\u2019s because Nike isn\u2019t objectively the best shoe company that has ever existed, and they know better than to position themselves that way. Nike certainly does deliver the inspiration they claim. Customers buy from Nike based on the feeling they get when touting their gear; Nike tells stories that revolve around persevering against all odds and a work hard, play hard mentality. These stories, whether they\u2019re showing basketball, gymnastics, or soccer, take their audience from a neutral to an energized state. Ultimately, when you look at Nike\u2019s athletic gear, they make you feel in a way that is inherently different than their competitors because they\u2019ve done an incredible job with their storytelling. As a Bend and Santa Barbara web design agency, we know that storytelling is the essence of strong branding. It makes customers feel proud about the purchase decision they\u2019ve made, and that feel-good moment is truly priceless. Building Trust Even if your company can get their ads in front of the right customers, the effectiveness of those ads in persuading those customers to do something different is failing. So it\u2019s in your business\u2019s own best interest to be truthful in its claims. As a marketing agency, we encourage our customers to focus on what\u2019s honest and important for their customers, because that\u2019s what builds trust. Telling your audience anything they want to hear might seem like the easiest way to get them to purchase, but building a larger-than-life image for them can do more harm than good. In the long run, you want your customers to see the real value they\u2019re getting for an investment. By promising what your product can deliver\u2014and delivering on those promises\u2014your writing can inspire trust and loyalty. That\u2019s a story your clients will share with their friends, and you\u2019ll be on your way to building an authentic, positive reputation. Storytelling with Bend and Santa Barbara Web Design In an age when businesses are a dime a dozen, authenticity and strong storytelling could be the difference between making a one-off sale and developing a life-long consumer. At the end of the day, the relationship is always more valuable than the sale. What are you doing to craft unique and authentic experiences? Share your stories below!