We are living in a world where we’re constantly inundated with information, offerings and products.
Buyers have almost countless options for buying any product or service.
A simple Google search for a pair of running shoes will bring up endless results.
So, how can you, as a business owner, separate your product or service offering from competition?
As a business owner, your story is one of your biggest superpowers.
Claimed to be one of the best copywriters in the world, Gary Halbert said, “Do you know what is the most-often missing ingredient in a sales message? It’s that the sales message doesn’t tell an interesting story.”
Research seems to support Halbert’s opinion regarding the need for stories.
Keith A. Quesenberry, a marketing professional, researcher, author, and consultant, studied over 100 Super Bowl advertisements during a 2-year period to determine what made the best Super Bowl ads. His findings?
Ads that had complete stories were the rated highest. He notes that, “people are drawn to and give their attention to story.”
What’s this mean for you?
You should use stories to capture and hold your audience’s attention.
How can you use stories in your marketing?
- Don’t ask, apologize, or allude to your story
How many times have you heard someone say, “I’m sorry, but can I tell you a quick story?” Or they’ll say, “Do you mind if I tell you a story? I promise to make it quick.”
When you lead into a story in this way, your story doesn’t feel important. Rather, your story feels as if it’s a burden.
This applies to copywriting, too. You need not write that you will share a story prior to sharing a story.
Be confident and know your story is important!
- Have a hook
We’ve all seen the brilliant action movies that start off with a famous battle scene. Why do movie producers do this?
To immediately hook you into the story.
When sharing stories, be sure to have a hook to capture your audience’s attention and pull them in.
Let’s compare starting the following headlines
“How I Started My Business” VS “How I Went From Thousands in Debt to Multiple Six Figures in Revenue”
I think it’s safe to say the latter is way more captivating than the former.
- Ensure your story is relevant
Stories are superb, but if your story isn’t relevant to your target market, it will fall flat.
Use stories to connect and empathize with your audience. To do so effectively, your story must be relevant.
Building off the example above, if we were to use the hook “How I Went From Thousands in Debt to Multiple Six Figures in Revenue” that story would be relevant to people who are looking to either get out of debt or build a six-figure business.
This story would likely not be relevant to those who are looking to buy puppy food for their new puppy.
- Create possibility
Consider where your audience is at now and what they’re feeling.
When you get into the thoughts, feelings, and mind of your ideal client, you can create possibility and serve as the bridge between where they’re at now and where they want to be.
- Was I once standing in their shoes?
- How can I empathize with what they’re feeling?
- How can I create hope for what’s possible?
- What did I do to go from where my ideal client is at now to where I am at now?
- Why am I the person to solve my ideal clients’ problems?
- Establish authority
As you create possibly and show your ideal client what’s possible, you’ll be able to establish authority.
They’ll see you as the guide to solving their problems.
No longer will the ideal client be buying a product or service from you; they’ll be buying a solution to their problem.
We’re all inundated with nonstop notifications every single day. To cut through the noise and capture your audience’s attention, consider infusing storytelling into your marketing.
Katie Thomas, CPA
Connect with Katie on LinkedIn: https://www.linkedin.com/in/katiethomascpa/
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