Everyone loves a good story. In marketing, a good story is critical to success. The story must be easy to understand. It must convey connection. And its words must resonate with the reader or listener and instantly pull them in.
We want to feel connected now more than ever. One of my favorite authors, researchers and overall life influencers, Brené Brown says so eloquently, “We are wired for story because we want to feel connected.”. Connection is a basic human need.
The Key Elements of Telling Your Story
A good story can be told in a few words and in a few moments paint a picture that a person can connect with, they can relate to, empathize with, react with one of those “Yes!” moments. These are moments that are pure gold in marketing – and in life.
I say all of this with one very major caveat – it MUST be genuine. More than ever audiences know the difference between storytelling and a story being told. The truth will always do, so make sure your story is real and reflects you, your products, your services, your teams, in an honest and genuine light. When the real information is solid there’s no need to enhance, the story will just flow and connection will be made.
Do Not Be Afraid to Ask for Help
There are so many good products, services, companies, people out there who have a solid story but have difficulty telling it. That’s where connecting with a professional or someone knows how to tell a story can be a game changer. We can hear the message as you speak, see the story come together and we can help find the key points – the connection points.
It is not as easy as you think. For those of us in marketing, listening to our clients is something that is a deep and personal process. We must feel connected ourselves to the story that needs to be told and we go on a journey with the client to find the best words and the best way to tell that story. In that journey and in that connection, we live another saying by Brené Brown, “We move what we learn from our heads to our hearts through our hands.”.