Storytellers are real. Honesty is paramount. You want to illicit action, you want people to love you, but make sure you don’ t lie. No ten dollar words needed to describe
simple facts. Embellishing the truth is not necessary to garner attention. Sometimes even the simplest of beginnings become the most enduring and memorable parts of your story.
Stories need a character we can root for. Does your brand focus on you? Were you stuck, at a crossroads, laid off, discouraged, lost, told no? This is not the place to overdress your wounds or hardships, this is the place to figuratively undress...
If your company focuses on a product, think about creating stories around situations your customers can relate to being in and how your company can help them. Your customer wants to be more participatory- how can you involve them or someone like them in your story?
Stories are easy to follow. This is not“ Scandal”. No dips, twists and turns needed. Be creative but don’ t cause confusion. A clear beginning, middle, ending and likable characters is what your already distracted, pressed for time audience can comprehend and follow.
The best stories use the platforms more relatable to themmeaning, what’ s your main point? Would it best be told visually using pictures or videos- maybe even without words. Is your point best described in a poem, a paper, a post? Which platform you use will be a cross between who you plan on telling your story to, where they hang out and how you want your narrative shared.
Walk off the edge of your comfort zone. If you’ re completely comfortable- your story may be boring. Don’ t want to talk about anything personal? Then this method of marketing may not be
Walk off the edge of your comfort zone. If you’ re completely comfortable- your story may be boring.
for you. Storytellers are aiming for the heart strings, for compassion, for affiliation, for understanding and to get deeper than just a product or service for a customer to buy. You want them to feel you. None of these things will happen if you stay in the safe zone.
The best storytellers leave us wanting. Don’ t tell it all in one sitting. Use the art of perpetual marketing with each story feeding off the last one, keep your audience on the edge of their seats, talking about your brand, and swapping possible conclusions. This simple act of holding something back-“ the courtship” can send potential customers to your website or social channels clamoring for more.
Stories have power. They are your way to connect with your audience past facts, past figures, past a sea of options. Your story, if told completely, uniquely and consistently can cross boundaries, leap over competitors and land your product directly in your customers’ lap.
50 POWERCULTURE APR2013