The business you are matters today, whether you’re an Internet marketing company or a freelancer that provides landscaping services to your neighborhood. When you tell your story, you’re laying the cornerstone of a relationship foundation that often leads to more opportunities.
Why does storytelling matter more than ever today? People crave authenticity. We live in a society where fake news, misinformation, and more work hard to create a false narrative. When people can connect authentically with brands and businesses, that relationship creates repetitive buying opportunities.
Here’s how you can work toward a more authentic online presence through your story.
Most brand storytelling today stays on the surface. It’s corporate-oriented, superficial, and built to further internal narratives. If you want to connect with customers, you’ve got to dig deeper into the reasons why you’re in business. That means it’s time to drop the perfect ending to become real, vulnerable, and potentially exposed.
Imperfect stories are okay because it creates realism. People can connect with that. When you can dig into emotions, you’ll develop more robust connections.
People want to do business with brands and companies that support causes that are bigger than themselves. Social issues are a driving factor for selecting a business, especially when multiple competitors offer similar products or services. If your storytelling is transparent and provides proven evidence of positive outcomes, you’re more likely to capture someone’s attention.
Instead of a corporate veil, people want to see a human frame. Brand stories fail because they’re unable to capture the imagination. Companies cannot be the protagonist in this narrative.
You can’t hug a company, but you could give one to someone. If the story is faceless, there won’t be anything for people to trust.
When you start thinking about the future of your brand and business, it’s your customers who play the most critical role in your future stories. Some of the best content that you’ll find out there right now is co-created with consumers, companies, and marketing agencies working together to compose an authentic message. When people can see a glimpse of what life could be like through another person’s interaction with your branding, it makes it easier for them to decide if there’s something useful there to use.
The best stories provide something of personal and emotional value. Far too often, the narrative centers on something rational. We cannot dismiss how people feel, especially when looking at how your brand story plays with a reader. People shop with their hearts more often than their heads, so logic isn’t always the best choice.
Stories don’t need to have an ending that comes neatly wrapped with a bow. If anything, you want that happily ever after to keep getting better! When working with a professional digital marketing agency, you can craft your narrative to connect with your customers more effectively.
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