‘Storytelling’ has become a bit of a buzz word in business circles of late however it is a proven marketing method that achieves results when done right. Here’s my top 5 tips for business storytelling.
1. It’s not all about you…
Ahem, what do you mean it’s not all about me???
Storytelling is a way to connect with your target market. It is about making them feel an affinity to your brand. Rather than telling a story about you, stories are most successful when used in a way that helps your potential client think of the outcome they would achieve when using your service or purchasing your product.
Therefore it is imperative you have a great understanding of your target audience, paying particular attention to the customer journey and your customers’ needs and wants.
2. Know your audience
A solid understanding of your target audience really is an essential element in any marketing activity. Storytelling is no different.
Thinking about your potential client, what stories could you tell them to build rapport? Maybe you’ve been in their shoes, maybe you’ve achieved great results for similar clients or you could help them envision a scenario that could result by working with you or purchasing your product.
What you really should be aiming for when telling a story is an emotional response.
Some things you may want to think about when profiling your target audience(s):
Demographics (WHO) – age, gender, education, occupation, income, geographic location
Pschographics (WHY) – personality, values, attitudes, interests, lifestyle, behaviour
3. Be authentic
Be true to you and make sure you are always honest. Remember your business values and goals and be consistent in all storytelling activities.
This approach will ensure you build trust with both existing and potential clients. It will also frame you in an authentic light with stories being told naturally and in context.
Oh and keep it short and sweet. Don’t go into too much detail. I recommend starting in the middle of the story – that’s where the most exciting parts are!
4. Use the right story for the right situation
You interact with your clients across a variety of touchpoints and at varying stages in their buying journey. It is essential to share the right story at the right time. Are they just learning about your product or service? Are they ready to buy? What story can you tell to get your potential customer to take the next step in their buying journey? Customer testimonials can be a great way of using stories to close a sale.
Curate the story to suit the client and remember, don’t tell a story if one is not needed.
5. An integrated approach
Storytelling is just one piece of your marketing puzzle. The stories you tell must reflect your brand and fit into the bigger picture. Think about the different touchpoints that you use (socials, website, face-to-face, print collateral etc) and who you’re targeting with each one. What story should be told? How should it be told? Can images be used? Does reflect your brand? Will it boost conversion rates?
We’ll go old-school for a minute here and think about the four P’s – PRODUCT/SERVICE, PRICE, PROMOTION, PLACE. How does the story you are telling reflect your four P’s?
If you would like to better engage your target audience by telling your story, please contact us to organise a time to chat.