The proliferation of content and automation in our digital world has led many companies to pour out thousands for paid search only to come away disappointed at 2nd- and 3rd-page SERP positions. Your company may have a great product or service, but it could go unseen because of the abundance of competing marketing messages from other companies.
So, how do you set your business apart from others?
Storytelling has captured the attention of people for centuries. Who doesn’t like a good story? Plus, it’s a lot easier to listen to a story than a salesman chattering about how great their product is and how you can’t live without it. Well-told stories are immersive and they help you form a strong connection with your customers.
Many people snicker at the thought of people obsessively watching QVC or the HSN channel, but just watch it for a few minutes one day. I bought a $30 tomato plant on QVC, and I don’t garden! That’s how powerful storytelling is. The woman on the QVC gardening segment told of how she lacked a green thumb and had reservations before planting the tiny plant. But low and behold the plant yielded armfuls of beefy tomatoes and the plant grew to her shoulders. She rolled the plant out on the showroom floor along with a wooden plate of fleshy tomatoes, and I bought it. The story of her inability to grow anything before she bought the plant made me relate to her. Her story connected with me. My QVC tomato plant didn’t fare as well, but maybe that’s because I didn’t buy the $40-worth of plant food pellets that she was also selling.
You might say that humanity is at a premium these days because we see so little of it in advertising. Today’s world is one of convenience and instant gratification which leaves the human touch more scarce and valued.
If your company feels like a faceless entity, then consider using more storytelling in your marketing. This will capture the attention of your target audience and make you stand out from the others in your field. Remember, your competitors are following the old way of doing things because that’s what everyone else is doing. Dare to be different and tell a captivating story. Brand storytelling helps your business connect with audiences, tugging at their emotions and engaging with them at a deeper level.
Telling the story of your brand allows customers to get to know you and trust you. It also explains the reasons why they should buy your product. It tells the story behind your brand and why you created it. It’s your mission and how your product will benefit the customer and how that will add to their life. Giving your customers a narrative snapshot of your brand and the history and people behind it will increase your company’s impact and visibility. This brand story should become an integral piece of your marketing strategy. A captivating story will save you from the sea of sameness and make your brand unforgettable.
When crafting your company’s brand story, ask yourself a few questions:
- What emotion do you want to evoke in your target audience when they encounter your brand? Remember, a potential customer will not forget how your brand made them feel. Emotion is powerful and drives sales.
- What do you want customers to remember your brand for? What do you want to stand out?
- What do you want them to never forget about your brand?
Remember, one of the powerful elements of storytelling is the ability to transport the reader. Also, a good story makes a complex idea easy to understand. It simplifies and evokes emotion. A brand story makes your company unique and unforgettable. Other companies may try, but they can never copy your brand’s unique story of challenges, successes, and values. It’s your uniquely woven company history and story, so share it with the world!
If you are looking for help telling your story, we are here help.