How Great Storytelling Can Transform Your Business
You know that feeling when you hear a really good story? It is almost like the world stops, and you become completely immersed and engaged in the words.
Can you imagine what would happen if you were able to elicit these same emotions in customers when you talk about what your company does? Imagine the kind of results you could generate if you engage and inspire people to this extent?
Stories today are not just for kids. In fact, most people love a good tale. And leveraging people’s natural affinity for storytelling can transform your B2B marketing strategy, helping you to produce powerful content with an organic approach to engaging your audience.
So, what makes a good story? And how can a story create that entrusting feeling that the majority of today’s customers crave?
It Is All About Personality
Today’s marketers must realize that a brand’s story must be driven through personality.
A recent Forbes contributor wrote: “Brand stories are not ads, and they are not sales pitches. Brand stories should be told with the brand persona and the writer’s personality at center stage. Boring stories won’t attract and retain readers, but stories brimming with personality can.”
I agree with the writer’s sentiment. As a marketer, your story should be inspired by the presence of those who participate, connect and cultivate your company’s growth and success.
Personality drives a good story. Furthermore, people trust other people. The main reason why your story should be personality-driven is to provide someone for your customers to believe and trust.
Speaking of trust, sharing your company story can break down any walls between you and your customers, helping you to build solid relationships.
To this end, when creating your story, be sure to always map out your brand’s history, including your background. Highlight the challenges, frustrations, unexpected pitfalls, as well as successes, that you’ve experienced.
And most importantly, be honest about your experience, especially because authenticity fosters trust.
Simplicity is Best
We can all agree: simple stories are best. While you may love the complexity of a juicy detective novel, you simply cannot import that same complicated model into telling a brand’s story.
Every simple story has a beginning, middle and end. Here is a basic model that incorporates this natural progression:
- Beginning: Explain the problem that you set out to solve.
- Middle: Describe how you solved it.
- End: Illustrate the success this has produced.
Connect with Your Customers
At its core, a good story is not really about your brand. Sure, your company is the construct, but the true goal of the story is to create a genuine connection with your customers.
With this in mind, strive to tell your company’s story in such a way that it convinces your customers that you relate to them, and most importantly, understand them.
The Bottom Line
The best part about a story is that it lives on.
Real stories keep on telling, keep on going and keep on connecting with people. So, keep your brand’s story alive by continuing to impress your clients with powerful, compelling content, but most importantly, giving them the best experience possible and every reason to come back.