It's not for nothing that I always say that marketing is “telling your story”! Good marketing is telling a compelling story and successful marketing is telling a compelling story to the right audience.
And there is a reason for this: we are hard-wired to want to hear stories, the telling of stories and the retelling of these stories is part of our history as human beings. Throughout history we have told stories to warn people of dangers and to teach moral and ethical lessons. And people, in turn, needed to listen to these stories to stay safe, find food and shelter and basically to keep alive,
For the teller, there is something in human nature that makes us “perk up our ears " when we hear someone say “I want to tell you something” in that story-telling voice. For the listener, stories make any subject easier to remember. Want proof? Just answer these two simple questions: How many TV history dramatizations do you remember of historical events? Now, how many dates and dry historical facts do you remember from school history lessons? I rest my case.
This love of a good story is what good marketing is all about! If we can tell our story to the best-suited audience, then we have the best chances of touching that audience and turning them into clients. A good marketing story will create a strong emotional bond with this audience, which will in turn create warm and fuzzy feelings whenever they see your brand. Even more interestingly, some people, without ever having worked with you, will believe that this emotional bond is EQUAL to a business bond and will be very happy to recommend you to others without having any first-hand experience of your services.
So how do you create your compelling business story?
1. You understand what you do, how you do it and why you do it.
2. You understand who your audience or audiences are.
3. You understand why your audience needs your product / service.
4. You invest the time and effort in honing and re-honing and re-re-honing your story.
5. You invest the time telling and retelling and re- retelling your story until it becomes part of who you are and what your business is all about.
Want to understand your business, your audience and how to tell your compelling story? Let's work together to create your great marketing story, Contact me today.
Want to know more about building and branding your small business?
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