Many companies have interesting or even gut-wrenching histories. One of the first lessons I learned as a Duct Tape Marketer was, "Tell your story in an open, honest and entertaining way, and you will win prospects’ hearts as well as their heads". The ability to connect by way of personal stories is one of the greatest advantages that small business possesses over big business.
The marketing story is an effective tool because it allows you to do several things that traditional marketing or advertising does not:
•Stories are an effective way to simplify a complicated issue.
•Stories can create emotion. People buy on emotion and rationalize their decision with facts.
•Stories are easier to remember because people can more readily relate to a story.
And most importantly… stories build trust.
The most effective marketing stories fall into one of six categories.
1.Who I am – stories that allow the potential customer to connect with who you are or who the company is
2.What I do – stories that communicate not only what your firm does but why
3.The vision – stories that paint a picture of a dynamic future
4.Values in action – shared lessons that expose the human side – both the good and the bad
5.I know you – stories that let the potential customer know you have walked in their shoes.
What is your marketing story and what is it saying about you?
Comments