People love stories. We’ve been telling them to each other since the dawn of time. Stories are fundamental to how we communicate and create relationships with each other.
Our brains are hardwired to respond to a good tale. We actually process and retain more information if it’s told in the form of a story.
Tell the right story, and it will emotionally resonate with your clients. They’ll identify with your brand and what you’re trying to do.
For example, a real estate agent could simply offer a four-bedroom home for sale … or tell this story:
Tony and Lisa bought this beautiful home because it had enough space for them, their children, two cavoodles and Mitzi the cat. They loved this home and the neighbourhood and are sad to leave it behind – but the kids are grown, and Tony’s struggling with the stairs.
Now it’s your turn to start your life in this beautiful family home and fill it with your own wonderful memories.
This human connection is a great way to stand out against faceless rivals.
Creating a compelling story is all about explaining what makes your business special. This could be anything from your back story to your purpose and values. For example, a credit repair agency owner could share their own struggles with an undeserved poor credit score and how that motivated them to start a credit repair agency. At the core of any good marketing story should be a message your clients will appreciate and want to share. So make sure it’s emotional, genuine and simple.
For example, a lender could present a dry list of facts:
Or you can use a series of stories to highlight different aspects of your business.
For example, an accountant could include a story about how they helped one of their small business owners in every newsletter.
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