Be A Better Storyteller for Your Jewelry Business

Think about your own experience with stories, especially as they relate to how you learn new information and make memories. Can you remember a time in your life when you grasped a concept more easily because it was presented to you in story format rather than as a list of facts you needed to memorize?

If you, your salespeople, and your marketing collateral aren’t telling stories, then your customers may feel overwhelmed by and disconnected from the facts you’re presenting to them. But when information is presented in story form and driven by emotion, customers are more likely to relate and connect, feel compelled to pay attention, and even share it with others.

In fact, researchers at the London School of Business found that people only retain 5% to 10% of information if it consists of statistics alone, but when they hear it presented as a story, they remember 65% to 75%.

As everyone in this industry knows – jewelry often has so much emotion tied to it. Jewelry is, for sure, not a necessity. People buy jewelry because they want to step into a feeling: express love, remember a person or a special moment, and much more. Relating to jewelry through a story is a way for a customer to know the purchase is meant for them.