US military - STORYTELLING TOOL

1. Challenge: Describe your challenge, including all relevant information.

Since 5 years ago I built a healthy dessert making business called ACTIF, because I am a diabetic and gluten intolerant person and gave people a solution to their health limitations like mine. Over the years, I incorporated dairy-free sweets, vegans, and keto, and my client portfolio grew.

However, when the COVID-19 pandemic began at the beginning of the year, more competitors began to appear in the pastry market (before we were 4 or 5 and now there are more than 22 brands in less than 6 months) and they focus a lot on Keto diet (considered a gluten-free and sugar-free diet), and my sales started to drop by 40-50%. In a week we could bill 15cakes, now we bill between 7 to 8 cakes.

Investigating the competitors, we found that they only made keto desserts as well as selling “sugar-free” desserts but actually sweetened with agave, brown sugar or honey. These last 3 sweeteners can be natural, however a person with diabetes cannot consume it. In other words, these competitors did not really know how their lack of knowledge could be affecting the health of people who consumed their desserts. I needed to reinvent myself since we all do the same, but I needed to both reinforce the brand (which has a track record) and demonstrate why they should trust what I offered them.

2. Selection:

I chose the Storytelling tool, as I felt I had to explain to my buyers the reasons why TRA was a trustworthy pastry shop and that it met their needs to be their desserts provider. And we are talking about an important topic: Health. And I saw an opportunity to apply this tool to my Instagram and Facebook content, since in addition to allowing me to use images, I can write about the image and it is much easier for people to understand how important we must be when choosing a food provider (in this case) who knows and knows what they are selling.

As Henry Mora quotes it, “The great storyteller asks and answers questions along the way. They build suspense, and they reduce that suspense by answering this, the questions”. And I found it interesting how the Storytelling tool allowed me to create questions for my readers, who perhaps never asked or asked them, because they were carried away by the visual without really knowing what methods the pastry chef used to offer him what he saw in the photo and TRA gave them those answers.

3. Application:

First we renew the logo adding the slogan FIT YOUR NEEDS (because we are a pastry shop that adapt to what the client needs). Then I changed the design of the posts I made on social networks maintaining a format for each type of content (this allowed me to refresh the brand). Then I started to create content that readers would be interested to know and that showed that ACTIF knows very well what it sells ... beyond just a dessert. The contents were related to questions such as: Do you know Coconut Flour ?, Gluten-free desserts - There are more options than Keto desserts, What do people with Diabetes have to consider when consuming dates? Allergy or intolerance to lactose ?, What is gluten?

By changing the communication strategy of the social media accounts, we managed to increase the likes in the posts. We got an increase in dessert orders for people with diabetes as well as dairy and gluten allergies. Even many thanked us for educating them and learning more about what they suffer (or one of their family or friends).

US military - STORYTELLING TOOL

Insight:

When applying the Storytelling tool, we realized that many of the clients who asked us for desserts, did not know (both they and their families) their health condition thoroughly. Giving them advice or valuable information gave them satisfaction and security when ordering their desserts with TRA, they were sure who they were trusting and they were not affecting the health of them and their loved ones.

Approach:

The Storytelling tool has helped us a lot in increasing our sales as our followers on Facebook and Instagram. And the mechanism of informing our clients by means of tips or advice on health, ingredients or another related topic, has allowed us to take the lead in knowing what we sell and why we sell it.

Giving the client confidence that we handle our desserts in a responsible way, because its

owner is part of that group of people with special conditions, and not someone who only wants to generate income at the expense of the need of other people.


US military - STORYTELLING TOOL 1 . Challenge : Describe your challenge , including all relevant information . Since 5 years ago I built a healthy dessert making business called ACTIF , because I am a diabetic and gluten intolerant person and gave people a solution to their health limitations like mine . Over the years , I incorporated dairy - free sweets , vegans , and keto , and my client portfolio grew . However , when the COVID-19 pandemic began at the beginning of the year , more competitors began to appear in the pastry market ( before we were 4 or 5 and now there are more than 22 brands in less than 6 months ) and they focus a lot on Keto diet ( considered a gluten - free and sugar - free diet ) , and my sales started to drop by 40 - 50 % . In a week we could bill 15cakes , now we bill between 7 to 8 cakes . Investigating the competitors , we found that they only made keto desserts as well as selling “ sugar - free ” desserts but actually sweetened with agave , brown sugar or honey . These last 3 sweeteners can be natural , however a person with diabetes can not consume it . In other words , these competitors did not really know how their lack of knowledge could be affecting the health of people who consumed their desserts . I needed to reinvent myself since we all do the same , but I needed to both reinforce the brand ( which has a track record ) and demonstrate why they should trust what I offered them . 2 . Selection : I chose the Storytelling tool , as I felt I had to explain to my buyers the reasons why TRA was a trustworthy pastry shop and that it met their needs to be their desserts provider . And we are talking about an important topic : Health . And I saw an opportunity to apply this tool to my Instagram and Facebook content , since in addition to allowing me to use images , I can write about the image and it is much easier for people to understand how important we must be when choosing a food provider ( in this case ) who knows and knows what they are selling . As Henry Mora quotes it , “ The great storyteller asks and answers questions along the way . They build suspense , and they reduce that suspense by answering this , the questions ” . And I found it interesting how the Storytelling tool allowed me to create questions for my readers , who perhaps never asked or asked them , because they were carried away by the visual without really knowing what methods the pastry chef used to offer him what he saw in the photo and TRA gave them those answers . 3 . Application : First we renew the logo adding the slogan FIT YOUR NEEDS ( because we are a pastry shop that adapt to what the client needs ) . Then I changed the design of the posts I made on social networks maintaining a format for each type of content ( this allowed me to refresh the brand ) . Then I started to create content that readers would be interested to know and that showed that ACTIF knows very well what it sells ... beyond just a dessert . The contents were related to questions such as : Do you know Coconut Flour ? , Gluten - free desserts - There are more options than Keto desserts , What do people with Diabetes have to consider when consuming dates ? Allergy or intolerance to lactose ? , What is gluten ? By changing the communication strategy of the social media accounts , we managed to increase the likes in the posts . We got an increase in dessert orders for people with diabetes as well as dairy and gluten allergies . Even many thanked us for educating them and learning more about what they suffer ( or one of their family or friends ) . US military - STORYTELLING TOOL Insight : When applying the Storytelling tool , we realized that many of the clients who asked us for desserts , did not know ( both they and their families ) their health condition thoroughly . Giving them advice or valuable information gave them satisfaction and security when ordering their desserts with TRA , they were sure who they were trusting and they were not affecting the health of them and their loved ones . Approach : The Storytelling tool has helped us a lot in increasing our sales as our followers on Facebook and Instagram . And the mechanism of informing our clients by means of tips or advice on health , ingredients or another related topic , has allowed us to take the lead in knowing what we sell and why we sell it . Giving the client confidence that we handle our desserts in a responsible way , because its owner is part of that group of people with special conditions , and not someone who only wants to generate income at the expense of the need of other people .