How to Master the Art of Storytelling

Facts tell. Stories sell! You are too focused on selling your features instead of selling your story. In this article, I share 4 strategies that will make you a great storyteller.

Learn how to master the art of storytelling for your SaaS startup
Master the art of storytelling for your SaaS startup

Many entrepreneurs are so product centric that they’re obsessed with growth strategy and they forget to tell their potential customers the story behind their company.

As a startup, you need to connect with your audience by sharing your story and telling your customers what your vision is.

Great storytelling also helps you grow your startup, increase your sales conversion and even raise capital.

But what makes a great storyteller? Let’s go through 4 strategies that can help you master the art of storytelling for your startup.

👉 Read until the end as I share the story of Vuzers as an example.

Don't want to read? Relax! 😎 We have a video for you.  

Learn how to use storytelling to sell your product

#1 Use the 3 Key Elements of a Compelling Story

Time and location

First element is time and location. All the good stories we know out there start with “Once upon a time”.

Giving a time and location helps your audience visualize your story. You take them to a specific place at a specific time. It’s real. You’re setting the stage.


Second element is emotions. When you’re creating your story, you need to connect with your customers and their emotions.

What problem are they trying to solve? How does this problem make them feel? How will they feel after solving this problem? Put all those emotions into your story.

You're wondering how you can use emotions to sell your product? Make sure to read How To Convince A Customer To Buy From You.


What is the moral of your story? Every great story has a moral. What’s the transformation for your audience? What’s the key takeaway for them at the end of the story?

#2 Know your customers

When you write your product story, you should remind yourself who your audience is.

Maybe you’re selling a SaaS product for other SaaS companies, but you also target E-commerce owners.

So what you need is to create different ideal customer profiles (ICPs), what we call customer personas in marketing, and tailor your story for each of these profiles.

The objective here is that your customers identify with and relate to those characters.

#3 Use real-world examples

To connect with your audience, use real-world examples from your own life.

You know in your heart that your product or service has the potential to transform the world – "make the world a better place" 😉 but how can you persuade your potential customers to buy from you?

One of the most effective ways is to share personal anecdotes, short stories based on your own experience.

Travis Kalanick founder of Uber, told the story that he went to Paris to attend a web conference. He struggled to find a taxi to return to his hotel. He waited for hours. There were no taxis.  And voilà! Uber was born.

If you read the book Super Pumped, you know that it was storytelling. But it doesn’t matter. It makes the customers understand the benefit of using Uber instead of cabs. Uber will let you geo-locate the drivers in real-time. You will know your waiting time. You will pay in advance. And so on.

As we say, a picture is worth a thousand words. And examples of real-life situations are images that help your customer understand the value of your business.

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#4 Practice storytelling

Storytelling is an art and like all arts, you need to practice if you want to master it.

Telling compelling stories is one of the most crucial skills that each business entrepreneur must learn. Every entrepreneur has a story to tell, and it is up to them to ensure that they can tell it well.

The greatest method for you to practice is to share stories from your own life.

You can start to tell stories to your friends and family. You can also start to write a blog where you build in public and share your company story.

Our story

So now as promised, let me share with you the story of Vuzers.

In 2015, I launched an Augmented Reality startup. Oh god, I thought we were building the next unicorn. 🦄 With my team, we truly believed it. But after 2.5 years of searching for our Product Market Fit, we ran out of money and had to stop.

In the span of 24 months or so, I almost lost everything. My savings (about $25,000), my health, and my family life as I almost got divorced.

What I learned from this experience is that I could have avoided all of this if I had done just one thing:

  • Listen and talk to my clients early on.

Instead, we didn’t go out of the building early enough because we fell into the  “just one more feature trap”.

So I know exactly what it's like to fail a startup. I know the emotion, the terrible emotion of failure, I know how it can impact your private life for years.

And that's why we created Vuzers, a video engagement platform that helps startup founders like me and you engage with their customers in order to not fail and create a product that customers love. So, in the end, they can be more relaxed and enjoy life.

That’s the story of Vuzers. You can find it on our website and each time I am on a demo call with a founder, I share that story. And as every founder knows all the struggles of running a startup, that story resonates with them!

Key Takeaways

If you want to tell great stories, you need to:

  • insert the 3 key elements for a great story: time and location, emotions, and a moral.
  • know your customers so they can identify with your story
  • create different "Ideal Customer Profiles"
  • use real-world examples
  • practice your skill

Follow those tips and I promise you that you’ll see your conversion raise.

I hope you found this article very helpful. And if you did, make sure to share it with your friends. Also, feel free to ask me any questions or add your thoughts by sending me a message.

great storyteller