Involve your customers in your brand story

July 20, 2015

In the game of marketing and promoting a business, successful companies know that the best type of advertising takes advantage of a simple truth – everyone enjoys a good story. Search engine optimisation is at its best when the content displayed resonates with the searcher. How to tell a compelling story through marketing, both online and offline, can be explained in a few short steps, below.

Know Your Audience

Before successfully telling a story, any narrator must be familiar with their audience. Likes, dislikes, emotions, dreams, all of these weigh into the success of the story once shared. Know the unique challenges of your customers, or proceed at your own peril when it comes to marketing to them!

Show Your Customers Themselves

The best way for a marketing story to be remembered is when the customers can see themselves in some part of it.

Make it Relevant

First, make it pertinent to your business. For example, the story of how you got to where you are at present, or how your brand or brand identity was created are both excellent subjects. Stories have been told about how a specific company team or product won an award or otherwise achieved excellence. The story which is told is up to your company, but it should always be relevant to where you are today or even where you will be soon. Telling a story to market and promote a business is not the same as narrative based advertising, where characters are created and situations presented with a product as the solution.

You need a villain

The villain in your marketing story is not your competition. That is who your company’s villain is, but a good story will set the focus on the customer, and who their villain is, which is the problem or situation in which a customer finds themselves. Therefore, this is the point where you showcase the solution for the customer, also known as the deal closer in face-to-face sales marketing calls. For example, extra work and clutter may be the villain of a housecleaning service’s story, because those customers call upon that sort of company to help with just that. Account’s customers would see the villain as the numbers to be fit into the exact right spaces.

You Also Need a Hero

As the counterpoint to the conflict, there has to be a hero. After detailing the struggle the customer has faced with the problem, and solutions that may have been tried and failed, this is the time for the hero to step in. The more compelling heroes do not have the perfect past, or financial situation; the most memorable do not even possess superpowers. Good heroes need only to face adversity and overcome it. Good branding helps your company take on the hero role in a customer’s mind; a good story cinches the deal.

An Example Narrative

An example would be a narrative about a company seeing a need for a product via a situation where this product would have been useful, such as a zipper pull to replace a broken one. The narrative might be the inventor building one out of spare pieces in his father’s hardware store. The conclusion would be the modern-day spin on the company and how it has helped customers since.

Website design, web development, and social media marketing are in some ways very similar to print. A good story is what binds each method to its viewer. Using the tips above, go forth and spread your message.


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