TED Talks.
We have all heard of them. We know that they are compelling business stories and sharing opportunities that empower others in similar industries.
One of the best tools you have for marketing is communicating your business story, but what does that really mean?
What made you start your company, what inspired you to create a product, and more are all appealing to consumers and potential partners. They want to feel the passion behind your project and understand what makes your company unique.
Even better, a compelling business story helps consumers resonate with your brand, attach, and they are more likely to purchase when they feel a connection.
The Importance of Storytelling
So, why does storytelling matter? Per The Guardian, an MRI scan of consumers while watching brand commercials noticed spikes of activities when they learned about personal experiences and feelings of the brands rather than facts.
Advertising research has found that the emotional response to an ad is much more robust if that ad content features an emotional factor. Also, emotions toward a brand influence consumer loyalty. So, bonding over your story could retain customers long-term.
3 Key Tips for Getting Your Business Story Out There Effectively
- Do Not Brag; Instead, Relate to Your Customers
While your story is one of success, you are not here to brag to your audience. Instead, you are humble and there to inspire people to have the same successes as you.
You are there to show that there is a human element to your concept, and people make mistakes, go through hard times, and the process of creating a successful business is never flawless or smooth.
Flaunt your failures and how you overcame them, but be sincere and modest instead of coming off like you were the champion.
- Forget About Marketing
While it sounds counterintuitive, you are marketing, but not really marketing. The key to a successful story is to think like a human and not like a marketer. You do not need to sell your product here; instead, you are selling human interest. You should answer questions that people want to know about your company.
Brand stories are not advertisements or sales pitches. Instead, they are told in the brand’s persona and personality. A dull overly sales-like talk will never get a person’s attention and certainly will not encourage them to convert.
- Do Not Give Too Much Detail Up Front
While you are there to tell a story, your story does not have to give away too much detail upfront. Instead of going in chronological order, and possibly losing your audience’s interest, try from the time you reached that “ah ha!” moment and work your way backward. By gaining their attention and interest into your story first, you can add in the details of what makes your company or idea so great later.
Sharing a great business story takes work. What suggestions do you have for creating a business story that empowers your marketing and brand loyalty?
