Today’s post is short, sweet, and to the point.
It’s about applying the concept of storytelling in your everyday marketing.
Many small business owners have a difficult time understanding how to use story in their marketing. They’ve heard about storytelling in business, and how large companies like Apple, Pixar, and Nike are using the power of story in their marketing.
But what about a small business owner who wants to use storytelling in his marketing?
That’s who today’s post is for. And today, I simply offer a few bits of sound advice on how to effectively use storytelling in your small business marketing…
1. Think like a writer
Decision-making is often driven by emotion, and research has shown this to be true. You can present all the facts in the world, but a good story—one that generates an emotional response—will have more influence.
So, simply learn to think like a writer. Don’t just create copy that describes your services, details your mission, and displays your company history.
Work harder and do the following… Clearly detail why you’re different. Focus on your customer and write pages and posts describing how you can help them. Clearly articulate what they’ll get from working with you and/or buying your product.
People are wired to relate to and respond to stories. Do the above so you can create an emotional connection with your audience.
2. Showcase your customers
Like I mentioned above your writing should not be boastful, it should be laser-focused on your customers and what you can do for them. But don’t stop there. Make your company stand out by writing about your customers and/or including them in your marketing.
If you treat the customer as the hero they will love you and come back. If you include your best customers in your marketing, others will see the proof they need to make an informed decision.
Include customer success stories on your website. Showcase testimonials–on your site and on third party sites through reputation marketing. Create a landing page on your site specifically designed for customers who are referred to you. Make them feel welcome with creative copy and maybe even a video, and showcase those testimonials on that page.
There is nothing more powerful than a customer testimonial, as it tells the best possible story.
3. Describe why you are in business
Yes, people need your products and/or services, but they are usually more interested in your reason for being in business. And this why is often the reason they will choose to buy from you.
When it comes to marketing, there is tremendous value in why.
When you sit down and think about describing how you want potential customers to see your brand, don’t focus solely on your products or services, think about why you stand out from your competition. I like to answer two whys…
• Describe why you do what you do, and…
• Clearly explain why someone should buy from you?
This is a magic mix that, if clearly detailed, will help magnetize your brand.
Walk a mile in your customer’s shoes. If you stop and think about their world, you’ll realize that they are bombarded with a torrent of messages daily. And they are becoming skilled at separating what is useful from what is worthless. In other words, your prospects are now very good at ignoring certain messages, so you must stand out. To do so, start to incorporate a few basic elements of storytelling and see how it makes a difference in your business.
Do you want to bring your brand to life? Taking a few minutes to complete our brand audit will help you think about your current marketing efforts and what might need to change. It will also help me suggest several ways to improve your branding and marketing now: Brand audit.
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