Greater Issaquah Chamber of Commerce
3 Types of Business Stories that Appeal to Millennials
© Can Stock Photo Inc. / kanzefar
If you’re looking to increase your business sales among Millenials improving your storytelling is a good start. Telling your story effectively imparts a more human side to your business. It’s also memorable and develops an emotional connection between your business and your audience.
Most sales gurus will admit it’s the emotional side of the brain that drives purchasing, so storytelling gets your business where you want to be.
Effective Types of Storytelling for Gen Y The following types of stories will improve your connection to Gen Y but they should never be used disingenuously. Use what fits your business. Don’t alter your story just to get likes or shares, or customers.
Saving the World Compared to their cynical Gen X predecessors, at least 39% of Gen Ys polled believe they will do something in their lifetimes that will contribute to the world becoming a better place. Telling a story of how your business connects others and helps them help the world will appeal to this generation.
However, if you’re going to flavor your business story with a saving the world tone, make sure you tell it by how you are helping your customers do it not by your own super powers. Taking a more humble approach will attract this tech-savvy generation. Boldly making heroic claims will turn these uber-eager world changers off.
To Thine Own Selfie be True It seems contradictory that at the same time they claim to want to make the world a better place, they are also eagerly capturing nearly every breathe they take in selfies. This generation of do-gooders is different than the Boomers in that they see a very individualistic role of how each will save the world. It’s an I will save instead of a we. This doesn’t mean they don’t want to work in group, quite the contrary but they want their individual contributions recognized and lauded.
If you’re looking to appeal to this generation, show them what is in your business, product or service for them. Tell your business story as it involves them and their future success, beauty, or meeting of individual goals. Cast your Gen Y customer as the hero of the story. She’ll take it from there.
A Life Fit for Instagram Millennials have a strong notion for how life should be. Studies have shown that even though many of them graduated during a very difficult time economically, and many of them remain living with their parents much longer than previous generations, they’re also more apt to spend money on an experience than things. That’s good news for business like coffee houses and restaurants.
Telling your business story as an exciting service or experience will appeal to this group. Lacking in a large income does not discourage them from partaking in the finer aspects of life. They want what they want, which isn’t a starter home or a starter car. Showcase your business as a means to getting the life they want, or as a part of that life, and it will draw this generation in.
If you’ve been looking to reach Gen Y, telling your business story through social media and the Internet will get their attention but you need to use a business approach that they’ll find appealing. In some ways these young people have a lot more figured out. They know it’s important to give back, be kind to yourself, and enjoy life’s adventures while you have the time and interest, even if you don’t have the money.
Christina R. Green teaches small businesses, chambers and associations how to connect through content. Her articles have appeared in the Midwest Society of Association Executives’ Magazine, NTEN.org, AssociationTech, and Socialfish. She is a regular blogger at Frankjkenny.com and Memberclicks. She’s just a bookish writer on a quest to bring great storytelling to organizations everywhere.