If you’re like me you may have noticed a new trend in advertising happening. Numerous commercials that feature storytelling instead of selling a product. I’m loving this new trend.

Since the beginning of time, when men wrote on cave walls, humans have been storytellers. Today the most successful people have figured this out and use it to make connections and grow their businesses.

Why does it work?

Because we relate to other people’s lives when we see parts of ourselves in their stories. When someone shares their struggle with us, we recall our own obstacles.

When we see something that touches our heart – like a baby, or a cute animal – we recall more innocent times in our lives. Our hearts our softened.

When we get inspired after hearing about another person’s victory we get an immediate feeling of “I can do it too” and it even changes our internal chemistry! When we are happy or hear a happy story our body releases Endorphins (also known as the “happy hormone”). This chemical reaction causes a connection that can never be gained by a sales pitch.

Here’s some great examples of this new style of commercial – and I guarantee they will make you smile.

Insurance commercial from Thailand 

Friskies “Dear Kitten”

 Volkswagen – It’s Not the Miles

When you watch these commercials you’ll notice that you are NOT being sold!

Now how can YOU use this in your own business? It’s actually quite simple – just tell a story instead of giving a sales pitch. No one likes to be sold something – but they do like to know WHY you do what you do, and how you can help them.

Tell a story that touches people in some way. Make them laugh, cry, feel happy, feel excited or sad. When you connect on an emotional level you develop an immediate bond with people. We know people do business with those that they know, like and trust. By establishing the emotional bond people will get to know you, begin to like you and start to trust you.

So, what’s your story?