This week on the Digital Velocity Podcast, Jeff Bartsch of Story Greenlight joins Erik and Tim to discuss how strategic storytelling can help brands create an emotional connection with customers while driving results for business.
In today’s market, consumers want more than just goods and services, they want a relationship with brands. Jeff says,
“…there is very little that we can offer in terms of products or services that is not already a commodity, especially with information, physical products, you name it. The desire for people right now is they want to connect, they want to know that they matter. They want to know that they can bring change to their lives.”
Strategic storytelling is instrumental in helping businesses promote feelings of connection to customers. Jeff explains,
“The fundamental answer, in terms of why storytelling is so compelling, it’s brain science, But then, the result of that is we feel things, and we end up experiencing greater levels of empathy, understanding, interest, attention, all those kinds of things. And so, when you can get people to feel more empathy towards you or towards the product or a service, that means the conversation gets to continue, and that means they’re that much closer to saying yes to you, whatever you’re asking them to do.”
When selling products or services, strategic storytelling has the power to ultimately change and improve a consumer’s life. Jeff says,
“When you think about what a story is, every story ever told the entire goal is to bring change. And so, when we elevate our communication from, okay, I’ve just got to get this campaign out, just got to do this, got to just have this meeting, got to give this presentation, whatever, if we can say, okay, how can I approach this in a way such that we are helping people experience the change that they want to see in their lives? That is an incredibly motivating thing, and it’s an incredible honor to be part of that, and I hope that people can take that into their own lives for themselves.”
Listen to this week’s episode to learn more about how compelling stories can elevate business messaging.
About the Guest:
Jeff Bartsch is a visionary storyteller and founder at Story Greenlight. With over 20 years of experience in the entertainment industry and online business, Jeff has helped shape content for clients including ABC, NBC, Universal, Disney, Apple, and many others. Jeff’s commentary has been featured in major publications including Time Magazine, USA Today, and the Associated Press. Through Story Greenlight, Jeff and his team empower experts and professional advisors to tell their stories, serve more clients, and expand their impact in the world. He believes that the power of story is within reach of everyone and that human connection is everything.