January 20, 2017
Simply put, a successful story to promote your business is based on the ability to craft and share the right message with the right person at the right time. Sounds easy, right? The fact is, Storytelling is both an ART and a SCIENCE. The ART is the creative part – the ability to craft and design an engaging message. The SCIENCE is the ability to identify the target audience, effectively deliver the message, and then to track the results of the message.
With a little bit of thought and planning, Storytelling can become your most effective marketing communication for starting and growing a business. Here are some simple steps to take when creating a successful story.
1. Start with the end in mind. What is the specific thing you want to accomplish? If the answer is to increase sales, that’s too broad. Rather, think of a basic objective such as attracting new prospects that can be nurtured into leads.
2. Be clear. Make sure your message clearly offers something of value to the right audience. It’s always a good idea to create an initial outline or a draft to avoid the common mistake of sending a story that is perceived by your audience as useless.
3. Be brief. Get to the point or the real value of your message as quickly as possible. If you are unable to engage your audience in the first 10 words chances are you’ve lost your opportunity.
4. Be respectful. The goal is to earn the respect and trust of your customer. In order to do that you need to avoid over communicating. Take the time to understand how often your audience should be contacted.
5. Be patient. Earning your future customer’s respect and trust rarely happens overnight. Be realistic with your expectations of building a list of followers. If you move at the right pace and continue to offer value in your stories then you dramatically increase your chance of generating a strong list of qualified leads that hopefully can be converted into loyal customers.
“Tell me the facts and I’ll learn. Tell me the truth and I’ll believe. But tell me a story and it will live in heart forever.” – Native American Proverb