The mystery of story starts with the abundance of directions the story can go in. The good, the bad, and the ugly comes to mind. It’s also been said that everyone has a story worthy of telling. I truly agree, however, I find it interesting when it comes to marketing stories, many companies simply get it wrong.
Story as a marketing strategy is an excellent first step, but the what and how of it really matters. It’s no secret the power of story connects people, and in reality stories can also divide, confuse, anger, elevate, and depress.
The point is that you should choose the way you want to connect with your customer. What emotions do you want them to associate with you, your product or service, as you communicate with them? OK, wait. That’s a good question, but it’s only half of the equation. The other half is developing a trained ear for what your target audience is saying.
You MUST become an active listener. The better you listen, the better questions you can ask and better questions equals better answers which equals better results.
Emotions are the threads that connect us all.