Storytelling Is a Powerful Marketing Tool
We all remember favorite stories--from the ones that made us laugh to the ones that taught us lessons. Stories are persuasive; they represent a form of communication that is fundamental to humans. (Cave drawings are a good case-in-point) Now, you may think to yourself, "Business is rational, stories are emotional"--shouldn't I focus on hard facts? Neurological research has proven that the majority of our rational decisions are driven by our emotions. Telling a story is a form of communication that can capture imagination, connect at a deeply emotional level and subconsciously lead to behaviors that we desire.
If your story can break through the everyday messaging that consumers tend to tune out, they will take notice. In fact, they will become intrigued. Isn't that what we all want? Customers trying to lean more about our business? By telling your story--and telling it consistently--you will build the emotional connections.
How can you find your "one story"? It takes research and consistency. Use your stories wisely, they are among the best marketing tools you have.