Storytelling. It seems everyone’s trying to do it. But what is it exactly?
Let’s not get too complicated. It is what it sounds like.
Communicating a message through a story.
But defining it is easy.
The more complicated part is telling your story well.
And then living it.
WHY TELL STORIES?
Short answer: Because we always have.
Humans have evolved to take note of stories.
Basically, they’re easier for us to remember.
Life is complex. Stories help us recognise patters and rules of thumb. They give us a general understanding of why things are the way they are.
A story elicits empathy and creates deep connections.
It’s difficult to persuade with just facts and statistics. But It’s easy to inspire we have to give our customers heart strings a little tug.
THE PARADOX OF CHOICE...
As consumers today, we have so much choice. So much competition means that in order to win over customers we have to answer the question ‘why us?’ or we just get lost in the cacophony of noise.
If we can’t inspire, why should our customers choose us?
Powerpoint slides, business-speak, bland and generic ‘many years in the industry’ statements can be (and are) trotted out by all your competitors.
Want to stand out? Lack the resources and efficiencies of a larger company?
Then you have probably have an edge in another area – giving your business a human face.
People yearn for shared human experiences and shared human emotions.
Stories – we remember them.
Facts, powerpoints and bullet points, not so much.
" The philosophy behind much advertising is based on the old observation that every man is really two men - the man he is and the man he wants to be"
- William Feather
YOUR BRAND IS MORE THAN A LOGO...
Your brand is an idea.
An idea, wrapped in emotions, inside a story.
When we turn our brands into stories, our clients understand what the brand represents and how it fits into their lives.
It becomes more human and more relatable. It stirs up emotions.
The facts that you recite thinking that you are winning over your customers are actually quickly forgotten.
But how you make your customers feel isn’t.
Now, the structure of your story will pretty much like any other – a before and after with problems in between.
But the story itself will be unique.
No one else can do you quite like you.
" You can escape competition through authenticity, when you realise no one can compete with you on being you"
- Naval Ravikant
DON'T JUST TELL YOUR STORY, LIVE IT
There are many elements we can include in our story
How our company started, a timeline, founder stories, why you’re inspired to do what you do…
Explain how you have transformed lives, and remained true to your values.
But never forget the story really isn’t about you.
Its about your customers. Make sure they identify with your story.
It’s even better if you can go one step further and make them an integral part of it.
Whilst it will be more or less difficult depending on the product your selling, it’s all the better if you can have your customers buy into your vision of the world, have them join your group or community.
Create a tribe. Turn your brand into an experience.
Have common goals, tackle adversity together, or rally around a cause.
Be honest about your difficulties and struggles, and head towards a shared future together.
But as always, be consistent and authentic.
This will build incredible brand loyalty and raise barriers for competitors.
WHERE AND WHEN DO I TELL MY STORY?
Where do you tell your story? Everywhere.
Share your story with any content you produce; ads, promotions, emails, web pages, blogs….
Share the values of your company with every interaction with customers.
When do I Tell my story? Always.
Your story doesn’t really have and ‘ending’. Its more the beginning of the ongoing mission upon which you and your customers have embarked.
Your story is not just something you tell once on your about page.
You should live it and share it with every interaction, every moment, of every day .
" This is not the end. This is not even the beginning of the end. It is perhaps, the end of the beginning."
- Winston Churchill
