For a long time, I have been taking notice of how companies choose to tell their stories. Sometimes the story is deliberate, and other times it is a bit more subtle. I don’t want to dig in to which route is better, as that relies on the overall objective.
I want to talk about the importance of the story. The story itself is what draws the attention of your audience.
How much are we exposed to every single day? It’s unbelievably overwhelming. Frightening actually.
Buy this, buy that.
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It gets old! That’s why brands that can tell a compelling story are the ones who succeed. Stories that connect with an audience emotionally establish your brand as a credible and even beneficial component to their lives. How do people have positive impressions? By being able to relate.
A compelling story relates to your target audience.
Look at Apple. I am a fan of how they basically use “mini-stories,” within their marketing materials. An example would be some of the many iPhone ads over the years. I’ve noticed a frequent occurrence. The phone is shown with family home videos playing on the screen. This implies that purchasers of the phone will be able to create high quality memories. What on earth can make a stronger emotional connection than creating exquisite family memories? It really is incredible how well Apple has done at telling their story, and connecting with their audience. Their recent iPad commercials convey powerful messages as well.
Consumers don’t buy products, they buy better versions of themselves. Your stories help them improve their stories.
Find new ways to tell your story. Whether it is of yourself, or even for a new campaign in your business. What will connect with your audience? What will trigger an emotional response?
What will become your story?