Alice in Wonderland, Huckleberry Finn, Harry Potter…readers remember a good story. Not only that, but they will return to that story time and again, for a sense of comfort, shared connection and escape.
What does all of this have to do with your business?
To acquire customers in the digital age, the act of pushing features and benefits like a door-to-door vacuum cleaner salesman is not going to work.
To differentiate your business form the thousands of other businesses just like it, you need to be a good storyteller.
In fact, studies show that we are genetically set up to crave and respond to stories.
Luckily, you don’t have to be John Grisham to draft your brand’s manifesto.
You just have to be more authentic, emotional and conversational in your messages to your audience. In other words, be human!
What is Storytelling?
Storytelling is communicating the core promise of your brand story to generate awareness, trials, repeat purchases and eventually loyalty. Storytelling is an opportunity to reach a consumer in a distinct and identifiable way, incorporating language, tone and values consistent with your brand.
How to Get It Right
To break through the noise to get the consumer’s attention, your story has to become so much more than just your value proposition.
When crafting your story, think about it in terms of a no-strings-attached conversation with a really close friend.
- What would your friend really need to hear from you? Words of empathy? Understanding? Support?
- What emotions, values and ideas do you have to bring to the conversation?
- How do you want your friend to feel when they interact with you?
- What does your friend mean to you, beyond just a person who likes to hang out with you?
- What can you say to encourage and empower her/him?
Dare to Care
Companies that care are among the most profitable, growth-driven and successful companies in the world. If your mission is to “support women” or “make the world a happier place,” make sure your brand story demonstrates the steps you are taking to carry out that mission. This can be a consumer’s deciding factor in choosing your business over another.
If you haven’t done so already, take the time to write down:
- How does your business transform lives?
- How are you making a mark in the world?
- How are your efforts making an impact, and achieving results, beyond profit?
- In what ways does your brand have a heart?
Show Them Your Heart
Storytelling is a powerful tool for creating connection with your audience. And connection is exactly what they need to feel in order to choose your business over a competitor.
In a crowded marketplace where every business is bragging about doing things “quicker, better and cheaper,” be the brand who has the audacity to show more heart.
People can discern your authenticity and your sincerity and will buy from you over the inauthentic competitor who offers a similar solution.
Want your business to stand the test of time?
Dare to be human.
Dare to listen.
Dare to slow down.
Dare to be less cookie-cutter.
Dare to share your story.