As Annette Simmons once said “If you wish to influence an individual or a group to embrace a particular value in their daily lives, tell them a compelling story.”
Story telling is a powerful tool for marketing your business. However, be aware, I want to be crystal clear about what I am advocating and what I am not advocating. Marketing with stories is not license to lie, fabricate, or trick your audience. When you think of stories, instead of imagining fiction, or a used car salesman try to imagine instead the stories your Mom, Dad, or favorite uncle told you about their young life. Sure, most of the time the story was designed to keep you from making their mistakes, but they were true, honest, and actually did the job.
Marketing with stories isn’t that different. It’s about crafting realistic stories that impart the knowledge on your audience that they need to make a decision to solve their problems. It’s also about creating relatable content, surprising and delighting your audience, all while being realistic and truthful. It’s about letting your audience get to know you on a whole new level, breaking down boundaries, and creating brand loyalty with your audience that cannot be matched with other marketing methods.
You want your audience to laugh, cry or jump for joy that they’ve finally found what they need and your story should easily accomplish that. Your marketing stories can be the difference between your brand and other brand that promises two for one if you buy widget A. Your story can compel your audience to take the leap to solve their problems without any false sales tactics or emotional blackmail.
At its core, marketing with stories is about making a connection with your audience. After all, the stories you create are about them. That’s right, the stories you write will be about your audience and will address their concerns, their needs, their pain points, and how your product or service will fix those issues.