Storytelling. It is a powerful tool.
The story of a business, product or service can engagingly highlight its differentiating factors – why it deserves to stand out amongst the rest. With some of 2015 already in the books, companies are thinking about how they can invigorate their revenue and how to become ubiquitous. But with all the surrounding noise caused by the ad and media tech “arms race,” how can you grab and hold the interest of your constantly targeted and desired prospects? More importantly, how can you deepen engagement and connection?
Stories need to be engaging, invoke both rational and emotional reactions, and have an obvious (to you) next step in your marketing and sales process. Gripping stories teach us lessons, open our minds, and expand our horizons. Marketers and advertisers can craft stories to touch, capture and motivate. The intentional byproduct of good storytelling builds brand, creates awareness of your firm and shows not only what your firm does, what it stands for! Great storytelling creates buzz and differentiation, compels anticipation and motivates action. Your brand will be more likely to stick and remain fresh and positive in people’s minds, at the optimal junction.
The components of a great story:
Perspective
Everything is about the customers, their lives, work and experiences. Understand and craft from their perspective.
A thoughtful and real message – bring on the emotion
Think about what message you intend to provide your prospects and customers (and the media, investors etc). Why are you here, and what do you that benefits them? Draw from your own real life experiences, and make it personal. This brings differentiation that competitors cannot duplicate.
Simplicity and succinctness
Having the ability to communicate your entire story with brevity reflects your level of understanding, knowledge and intent. Length can overwhelm. Figure out your four main points, and own them.
Transformation
Take your audience on a journey. You are telling a story, so it should have a beginning, middle, end, and an expectation of what is next. Show a transformation of the hero (the audience, event, or the lesson – anything but you).
Great stories move, motivate and create long lasting relationships. Moving sales, motivating buyers and creating long sustainable revenue. Now that is marketing success!