Are You Telling a Story Clients and Customers Can Love?
So why are brands so quick to dismiss them in their marketing?
I have a presentation I do on the art and science of storytelling, and it includes a few myths. One of which is that there's no time or space for storytelling in information-sharing or marketing efforts.
False.
The science alone should make you re-think this. As humans we are physically wired to receive and respond to stories. Feed that need and your brand is already on the road to being cherished.
The art of storytelling is the creative challenge that marketers should embrace. How do you take your clients/customers/prospects on a journey that gently leads them to your door, instead of clubbing them over the head or barraging them with unwanted messages?
Here are a few storytelling tips to help take your audience from awkward first date to forever yours:
1. Stop trying so hard. Standing out doesn't mean you have to out-shout or out-showboat everyone else. (People appreciate ballads as much as rock anthems!) Take a moment to think about who you are and what you stand for. Why did you decide to take this on in the first place? Then tell that story. Tell it as if you were talking to a neighbor or your grandmother or a lone stranger at a bust stop. When you stop trying to crowd-please and start thinking about the individuals you're trying to reach, it will show.
2. Put yourself in their shoes. Stop being founder/owner/operator/marketer for a minute and just be you. What makes you want to find out more about a brand and what it can do for you? Channel that into your own storytelling structure.
3. It's not always about you. As good as it is to reconnect with why you're doing this and how to communicate it, thinking about what to communicate can be tricky. If you have a compelling origin story, definitely share that. When people have a better sense of who you are, they are more likely to engage. But if one of your clients, customers, or other stakeholders has a more compelling story related to your brand, ask to tell that story. Remember that brand perception is all about the opinions people form based on what you share and what they see/hear/read from others. If someone else can talk about the impact of your brand in an authentic way, let them be your ambassador.
4. Remember the arc. In school you probably learned about story structure, and the arc a story follows from beginning to challenge/conflict to resolution. That means your story--to be effective--includes the good, the bad and the ugly. As humans what we love most about stories is the journey they take us on. (And the growth they show us.) If your brand story is a flat line, there's little reason for people to cheer or champion you. Be honest about the ups and downs so people can relate to you.
5. This isn't "one and done." Tell your story. Retell it. Refine it and then tell it again. Make sure it's a consistent tale across all your channels, and as your brand evolves, your story needs to evolve with it. People appreciate consistency. That equals reliability, which leads to loyalty.
6. Your true audience is not "everyone." Know yourself. Know your story. Find the best way to tell your story. That's how you will find your people. And they will show their appreciation by coming back to you, again and again.
Image © Kelly Sikkema courtesy Unsplash
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