Using Your Story to Build Loyalty

Dave Bricker

Dave Bricker is an expert in storytelling. As a professional speaker, her knows how to craft a great story to connect with people in the audience. I met with him and he shared how stories can build loyalty in business.

I’ve heard the phrase, “Facts tell, stories sell,” before. Dave reinforced this concept to me. He pointed out that in order to connect with people we need to tell stories about people. Specifically, it is important to focus our stories on the listener instead of just talking about ourselves. He says, “The most important part of storytelling is story-listening.”

Clients will be more loyal when they feel a connection to the story you tell. The story should be all about the client journey. Dave suggests 4 elements to include:

  1. Conflict. What do your clients typically struggle with?
  2. Transformation. As they work with you, how does their situation change?
  3. Authenticity. Your story needs to feel relevant and relate to your clients.
  4. Magic. What is the distinction that sets you apart? It’s not what you do. It’s what makes you different.

When people hear a story and relate to it, they feel connected. When they are more connected to you, it will build loyalty.

How Other Business Build Loyalty Through Their Stories

Think about a business you love and frequent. It can be your grocery store or your financial planner. Whatever business it is, they probably relate to you on some level with the story of what they do for you. It’s partly about how they solve your problem and partly about their magic that sets them apart.  If the business owner has an interesting story, it may draw you in even more. We want to be loyal to the underdog who overcame something or had their own transformation. If you can create that same type of narrative for your own business, it will help you build loyalty with your clients.


For example, Trader Joe’s is a grocery store chain based out of California that has a loyal following.  Their mission statement beautifully tells their story:


“The mission of Trader Joe’s is to give our customers the best food and beverage values that they can find anywhere and to provide them with the information required to make informed buying decisions.


We provide these with a dedication to the highest quality of customer satisfaction delivered with a sense of warmth, friendliness, fun, individual pride, and company spirit.” 


The first paragraph shares what they do and then the second shares their magic. If you have ever visited one of their stores, you will find friendly, helpful employees and a lot of fun going on.


If you want to learn the craft of storytelling from Dave Bricker, go here.  To hear the entire interview, along with 19 other interviews from the Client Loyalty Summit, transcripts and the Loyalty Tip Guide, you can get it here.


Do you have a mission statement or client journey story for your business? Share it in the comments. I’d love to hear your magic and see how it is helping you build loyalty.

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