Story is like magic. It really is. Our brains are wired to hang onto information better when attached to a story we resonate with. In this post I won’t bore you with the countless examples of WHY you should be using story in your business (you’re welcome), instead, I’ll jump straight to it.
- E.R.A. Emotional Resonance Always. This acronym keeps you focused on what the desired emotional outcome is of your content. Headlines and hooks are a fantabulous way of zeroing in on specific emotions such as desire.
2. Use your senses. In a previous post “How to create ads with more emotion”, I briefly talked about using the 5 senses with metaphors to connect more with your audience.
3. Listen. Listening is one of the most underrated marketing skills in the history of marketing skills. The secret most people completely ignore is that listening well is a superpower. It plays a major role in clarity, understanding, and communication.
4. Lead with heart. This ones huge. In the nutshell, stay positive. Does fear sell? Yes it does, but does it breed loyalty? Big fat no. Think of all the different ways you can demonstrate why you’re worthy of being known, liked, and trusted, then infuse them into your work and communication.
5. Know your MTP (Massive Transformative Purpose) and operate within it. A MTP is a larger than life grandiose company purpose. Purpose drives action. Within your MTP you can have mini and many purposes which drive action, educate your audience and engage.
6. Leave room for evolution. “A brand’s identity must evolve and change over time, just like a person does. This is why a brand story is never completely finished…it must always seek to invent the next chapter, without forgetting where it comes from. Every brand story needs a strong sense of origin, with a distinct point of view, and clear cultural contribution. These are your narrative anchors.” – Michael Margolis -Believe Me
7. Communicate with customer experience in mind. The important thing to remember here is that your customers overall connection with you is based on the experience they have with your company. I know, no duh. Right? What I’m getting at is that their experience is an extension of your vision.
Be awesome.
Talk soon,
CD