People love stories. Stories inspire us, fuel our imagination and invoke emotions. But what does that have to do with marketing?
Ivan Misner, Founder of BNI once said: “Facts tell, stories sell“. The concept that people can relate easier to stories quicker, especially if the story is about an issue or problem they have that has overcome this.
Marketing companies do this all the time and take us on story journeys, sometimes factual and fictional, in order to get across their sales message. A good example of this may be the Christmas adverts that come out each year with the like of Tescos and John Lewis topping the list.
Stories have the ability to create a connection between you and your customer. With a connection comes trust. Write an authentic story and your customers will want to keep coming back to you. Storytelling helps you to stand out from the competition.
Let’s go through some key elements that a great story needs.
The “main character” of your story needs to be somebody your customer can relate to. If you’re talking about yourself in the story, make sure your customers can relate to you. Know your audience so that your story specifically resonates with them.
Identify the problem
What problem or obstacle does the protagonist of your story face? Is this a problem your customers can identify with? Make sure your story includes their journey through the problem as they searched for the solution.
How was the problem solved?
How did your main character overcome the problem? What was the resolution? Does it match or reflect the solution your customer is looking for?
Creating a story can seem like a herculean task, but one of the biggest tips I can give is to somehow relate it to your own personal experiences, even looking to your childhood, family and even friends and take the events and make it relevant from your audience and what is going on today.
So sit back and let me tell you a story…………… Did I ever tell you about the time when……?