by Leonard Kim
So what are the reasons why stories matter. When it comes to in general marketing, you have two ways to approach your audience.
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Try to sell them a product
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Tell them a story
Well, there’s not exactly two approaches, but these are the two most common ways of approaching prospective customers/subscribers.
Depending on your business, you can convince yourself that the product you are selling or promoting is something people might want. You can assume that it will work out eventually. But then there’s an issue.
There is no attachment, nor any logical reason as to why your audience should take your product into consideration.
Let’s face it. How can they differentiate you with someone else who is trying to do the exact same thing?
You can have clear actionable words in your emails, but consider how many people will write this exact same email and send it to their subscribers:
Hi Joe,
I have come across something amazing.
I want you to check this out right now.
OR
Hi Jane,
I (We) recently launched this new product.
And would like you to see some of our greatest features.
Click here NOW.
Stories go beyond that.
Whether you want to put them into your emails or create an About Me(Us) page, you want to provide your prospect/customer with an impactful story. If you don’t want to provide stories in your emails, create a landing page and invite them to read your story online. You can either use text, videos, images or a combination of all three to tell your story.
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You’re Sharing an Experience
Stories provide an experience. It’s not just a sales pitch.
There is nothing wrong with a sales pitch. If you don’t take action or ask for the sale, you won’t get one.
What a story can do for you though is provide your audience with a lasting impression. This is something that they will remember you, your brand or company by. What you want to focus on is the reassurance that your fans will they remember you later down the road. Whether a sale takes place that day or not, you don’t want them to leave empty handed.
Leave them with a memorable experience. A digital marketing footprint is not nearly as impactful as physical engagement, however, it can help form a better picture in the minds of your audience.
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Remove the Salesperson Barrier.
If your emails are constantly a sales pitch, then you are known as a salesperson. Providing your audience with your story removes that barrier. We all know of an elevator pitch and we all have a small attention span.
You have a choice. Pitch them a product or provide them with a story. What this can provide you with is a better and bigger window of time to communicate your message to your audience. None of us have 30 minutes to listen or read about someone telling us why their product is so great, but we will have 30 minutes or more to listen to a story. We open our ears, then our hearts. If it is hard for you to gain the attention of your list, ask them to stop and read about who you are and/or why you are doing what you do.
Human brains are attracted to stories. So stop telling them what to do. Instead, ask yourself why you dream in your sleep. It’s simple. Because we all crave stories!
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Your Story is Who You Are.
Branding is very important, especially when people are engaged in their smartphones and opt in to several lists. We open what is most important, and if the subject lines are attractive, we glimpse at the content within. The more we brand ourselves, the better chance we have of them coming back for more.
Providing a story makes you unique. This gives you the opportunity to explain who you are and what you do. It helps your audience filter out the junk and accept who they can trust.
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Explain the Why.
I’ve been in sales and marketing for a long time. I had countless interactions with customers face to face. I had the opportunity to read their expressions, gestures and ask them what’s on their mind. With a Landing Page, or all your amazing tools, you don’t get the chance to really provide all the solutions for their obstacles. Providing a story can help remove doubt. They don’t have to think about why they should stop and pay attention, why they should buy from you instead of someone else, or why you are important.
The story answers all those questions for them in advance. You want to answer all the possible ‘whys’ that might be on their mind with a story. This helps promote you and the product/services you are promoting.
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Create Empathy and Emotional Attachment.
Relationship marketing is what keeps customers coming back for more. Storytelling provides empathy, an emotional attachment. Your audience can either relate or understand you better than those who don’t provide that connection. It’s not only unique, but now you have gained their sentimental attachment, which provides you with a real connection.
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Help Provide a Better Picture.
Earlier, we covered how storytelling answers many of the whys. It also helps your audience understand the bigger picture about you, who you are, what you do, and why you do it. This carries a powerful and motivational bundle, plus you aren’t hiding behind a hidden agenda. Once you do this, you get to open up the door while providing honesty and integrity, as well as establishing your credibility and building rapport.
A great story makes your audience feel more comfortable than with someone who is constantly pitching to them all the time.
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Guide Your Audience to a Destination.
Every story has a goal, or a destination. It is up to you to control the outcome. You gained your audience’s attention, now you can steer them to the destination that you want them to go. Be it a motivational outcry, an opportunity you are passionate about, or a product that means something to you, lead your audience and guide them in the right direction with your stories.
Watch your stories get shared.
Stories are memorable. These experiences create emotional attachment. People remember who you are and want to begin sharing your story. I mean sure, there’s a few people who believe that facts are the most important things in life, but most of us understand that facts tell and stories sell.
Stories carry weight.
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They are easy to remember.
How many stories can you remember from when you were a little child? Do you remember them? Are you willing to share them? Stories are often easy to recall, plus most people will be willing to share them with their friends. Imagine if you could tell your story to 100 people, but not having it stop there. What if they shared your with their friends too? Just imagine the reach.
If done improperly, digital marketing can be a lonely space. Don’t be stuck in the same rut as everyone else. Start gathering some of your ideas and collect stories that you are willing to share with your audience. Just see how powerful this can be for you and your business. Be unique and inspiring.
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