The power of storytelling

Over the course of one day, the average U.S. citizen will read thousands digital words and see hundreds marketing messages. Here’s what happened in the last 60 seconds alone:

• Seven hundred thousand Google searches were performed.

• One hundred sixty eight million emails were sent.

• Sixty hours of video were uploaded to YouTube.

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Not surprisingly, this information overload makes it difficult to get the attention of today’s consumers. Fortunately, differentiating your business from the competition is easier than you might think.

What prospects want

In his seminal TED Talk, Simon Sinek illuminates the most effective ways for organizations and leaders to inspire. Sinek lays out a useful framework of what, how, and why questions that every business owner should always know the answers to:

• What does your company do?

Chances are that you could answer that one in your sleep.

• How does your company accomplish this?

Most companies have that one down too.

• Why do you do it?

• Where did you start?

• What is the desire or vision that led you to found your company?

The “why” questions are the ones that businesses really need to be asking themselves. The answers to these questions are what consumers really want to know, and yet businesses tend not to lead with or even tell the “why” in their story.

Communicating why

A compelling “reasons why” marketing story is what you really need to truly capture the attention of consumers. Begin with the “why” to draw consumers in, then use the “how” and “what” to complete the picture.

Your marketing should emphasize what makes your company different, not simply what makes your product different. A list of specifications might tell people how your product compares. But your company story is what tells them why they should love your company.

Power of a story

The human desire to hear stories is actually rooted in the brain. Our brains are more engaged by storytelling than fact, and prospects are more likely to retain stories. Since a good brand story can be readily assimilated by your prospects and customers, it is a powerful way to build brand trust and loyalty.

Better yet, stories are shareable. If your story is engaging enough, customers will pass it on naturally and enthusiastically. Studies have shown that 92 percent of consumers trust earned media, such as recommendations from friends and family, above other forms of advertising.

Relate to customers

As you develop your brand, consider both yourself and your customer. Your story begins with your why, but it should also relate the role of your company to the lives of your customers. Specific things to think about include:

• What are your company’s values?

• What do you stand for?

• How do you make the lives of your customers better?

It may seem cliché, but you should even consider how your company improves the world.

Once you have developed your brand story, apply it to every facet of your company. Everything you develop and build, from your products to your HR policies, should be crafted with your unique brand story in mind.

As people see your story adds up to a cohesive whole, they will be motivated to engage with your company. Give them the tools to play a role through social media and develop content that can be easily shared, and your story will begin to spread. •

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