Share this

The power of storytelling

Customers want more than a product or service, they want to buy into an experience and that is what good storytelling does.

Not long ago Headscape launched the website of the Royal Hospital Chelsea (RHC). The RHC is better known as the home of the Chelsea Pensioners, a group of veterans who have served their country around the world.

Although partly funded by the taxpayer, the RHC is hugely reliant on charitable donations to ensure these veterans are provided with the dignity and comfort they deserve.

We were honoured to be asked by the RHC to help create a web presence that told the story of these heroes and encourage more people to support their care.

Meet Harry

Within a few minutes, it was obvious the moving stories of self-sacrifice and bravery would do our jobs for us.

As it turned out, this proved an easy task. Within a few minutes of talking to the Chelsea Pensioners themselves, it was obvious that their moving stories of self-sacrifice and bravery would do our jobs for us.

The power of stories

Stories have a unique power to challenge and compel us to act. We are drawn to the stories of others. Whether heroic, funny, moving or inspiring, stories have a way of touching us on an emotional level.

Of course marketers have long known this fact. Storytelling is often used in advertising. However, it is not used as often online.

With the Chelsea Pensioners’ website, we decided to let the stories of these brave men and women shine through. We knew that these stories were enough to inspire people to action, and the same principle could apply to your site too.

Your story may not be as powerful as those of wartime veterans, but that does not mean it will not connect with people.

Whether it is the story of failed ice cream flavours or the history of Innocent Smoothies, if presented in the right way, any compelling story can connect with customers.


To find out more about The Art of Storytelling, join us the Data-Driven Marketing Forum, London 9 June. Learn from industry experts from companies such as British Gas, Skype, Royal Mail, and Vodafone.


Paul Boag is a user experience consultant, author and speaker. He helps not-for-profits such as the European Commission, UCAS and Doctors Without Borders adapt to the digital world. He refocuses them on user experience and engaging with a new digitally savvy audience. All the while pursuing his not-so-hidden agenda...

View All Posts