Read a GREAT post today from Chris Brogan about the importance of storytelling in marketing. This is also something that Seth Godin beats like a drum. And I have to agree. Having a story to tell, not a pitch, can be so much more effective in getting people to check out your service, your blog, or your product.
It all comes down to connections. People want to experience things with other people and I think in particular the web and social media are the most authentic way to share discovery that’s scalable and available.
BUT I’d say the most important thing in effective storytelling in marketing is that it is authentic. Period.
Here’s some snippets.. (full post here…if you do one thing today, read it)
If you’re the chief storyteller of Skype right now, what are you going to say about the product that will encourage more usage, more uptake, more awareness? The product is fairly solid, has a known set of features, and is one of a few “name brand” products in the Voice over IP space. So what can you say about it?
Companies face this trouble all the time. What will you say about Pepsi? How will you talk about the Ford Flex tomorrow? What should Titleist tell you about their Pro V1 balls?
The Stories You Can Tell
- Talk about the people. Who drives a Flex?
- Talk about success. Who used Pro V1 balls to change their game?
Talk about change. Did Pepsi help a community with an important project?
Look for Stories Everywhere
When you finish this post, stop and think. Where are the stories about your products, your services, your organization, you, the people or places you write about? How are you telling those stories? Are those stories useful? Do they resonate with people?
What comes next in all this is understanding how to move from talking about features into telling stories that make us want to be a part of them
The really cool thing is that I think when people start focusing on stories in marketing, there can be a natural byproduct of doing good, doing the right thing, and helping your community. Actually, that sounds kind of shady… You shouldn’t be doing cool stuff just for the marketing value (I know I know, it happens all the time). BUT maybe realizing the benefits of being cool to those around you, would encourage companies and organizations and YOU to do good for the sake of doing good, because at the end of the day there will be a benefit whether in notoriety or just having a great story to tell…