What is Your Story?

When I was little, one of my favorite things was a bed-time story.  As the book cracked open, the world stopped turning and everything but the sound of my parent’s voices went silent.  My mother and father would sit on the edge of my bed and unlock the magic of a book which I selected. We probably read the Poky Little Puppy a million times, but it was the way my parents read with distinct character voices and story of the puppy’s problem with curiosity  on top of the high importance they placed on reading that made a lasting impression on me. Now, as a marketing professional, I often think back to the magic of storytelling and engage business owners to tell me their story.

Chapter 1: Why Businesses Need a Story

Creating a hook at the beginning of a story is vital. As we sit down beside business owners, I often have them begin with an introduction to their company Many business owners start telling me about the day they opened their business. I hear things like:

“We’ve been in business since 1960 …”

“We started with only $500 in the bank and now we’re  a multi-million dollar generating business …”

“We’ve been in the same building for 30 years …”

All of these are great facts and important to “building the story” but they aren’t the main story, just a part. This is where the story can become very interesting, so I encourage them to tell me more. I then ask, “What was the motivating reason you or the owners decided to open the business?” Defining your passion offers an intriguing first chapter. Have you ever considered why you began your business? Have you ever told this to your customers? Is it different from the way you do business? Do things need to change? How do you begin your story?

Chapter 2: Allowing The Characters To Have Distinct Voices

It was magical to hear my mother speak like a puppy. As a kid, it always made me giggle, but more than that, it was memorable. Giving your current clients a voice is the next important chapter of your company’s story line. If you haven’t asked your clients how your working relationship is going, now is the perfect time to do so. Asking clients to offer their perspective, in their own words and in their own voice is a great way to learn what is working, tighten your bond and give each client a more defined customer experience.

Remember: When marketing and promoting your business, testimonials are king. What your clients are saying about you can make or break your business. After three months of engaging a new client, do a gut check. See what they think, ask what they like and don’t like. Finally, ask if they will write out a testimonial for you to use in you future marketing efforts.

Chapter 3: Choosing The Right Story

One of the hardest challenges each night before bed was choosing. I had a huge bookshelf stacked with books, each one my favorite (kids think everything is their favorite!). However, The Poky Little Puppy was my favorite, favorite! Why? Well, of course, hello, it had a dog in it (total bonus) and two it had a story line that resonated with me. This little ball of fur was curious and it was his curiosity that constantly got him into trouble. Unfortunately, I had the same trait growing up, well and quite honestly, still do. I say all of this to bring home the fact that telling a story that interests, engages and emotionally draws your customer into your story is key. By knowing what is important to your customer base, talking to them with words and phrases that resonate and unfolding the story in a way that nudges their emotions are all great ways to craft  memorable tale.

So the next time a customer asks why you’re in business or even why they should buy for you, will you have a story to share with them?

Happy Tales To You-

Sarah @ Dog-Eared Pages

The ‘Wild Rumpus’ of Storytelling

With the release of Where the Wild Things Are this weekend, I found myself falling quickly back into a magical part of my childhood. Siting next to my grandfather as he transformed a $2.99 paperback book into a fantastic journey. With each page, the smell of a new book and the hope of following Max as he explored a magical forest all from his imagination, I sat motionless waiting for the wonderment to wash over me.  In only ten sentences (that is all that’s in the entire book) I was quickly transported to the land of monsters, being crowned Queen of the Wild monsters and dancing with the monsters in a “Wild Rumpus”. As I look back, the story was mesmerizing, it had a way of grabbing my attention and making me want to know more. I told every friend I had about the book and before long, my whole first grade class was reading the book.

All of this reminiscing got me to thinking about marketing for business and how the way your story is conveyed can really make the difference in what your customers believe.

Combating the Big, Scary Monster or Does Your Company Have an Engaging Story?

It’s often frightening to think what it is that makes our business stand out from others. What is unique about your company? Does the customer you serve find that your service is head and shoulders above your competition? Do you know why? These questions, among many others are often hard for business owners to define. It’s not always easy to step outside of our businesses and really experience what you provide from the customer’s perspective. Take a look at this article from Entrepreneur.com  for some story starters and begin defining your story.

Are You a Kid Hiding in a Wolf Costume or What Can Storytelling Do To Showcase Your Business?

So many business that are launching a new website or implementing a new marketing tactic fall into the same trap. “Me too” marketing. Often they take inventory of what their competitor is doing and say we do that too.

For instance. Say you own a bakery. You competitor is within one mile of you. You can’t exactly use the same wording as they are, like “Your neighborhood baker”. If you used the same type of marketing, potential clients could get confused as to which one of you was the “neighborhood baker” that advertised in the local paper. What could be worse? Well, imagine if that same potential client went to the “other” bakery and had a horrible experience. Just think how you could loose out on clients the next time this potential customer’s friends mentions the neighborhood baker. They might say the experience was awful and if you were to run an ad with the same tone, they might think it was you!

Instead of copying what your competitor is doing be aware of their tactics and  brand yourself in a different light. For instance be “that baker on the corner who makes biscotti that is perfect to dunk into coffee”. Your true customers will remember the little things you do that are different. They will talk about those little things with their friends and then their friends will talk, etc. Word of mouth marketing is great, but for it to work, you have to have something that makes you stand out of the crowd. Be the expert in your field. Be the place people are talking about favorably. Have something unique that your customers can cabbage onto and tell others to see for themselves.

Let the Monsters Romp or How Your Customers Can Help Sell Your Business

Finally, the glue that holds your storytelling together in the world of marketing effectively is utilizing the valuable chapters your customers provide for your story. Client testimonials on a web site, in a promotional brochure or even better in a television commercial are invaluable. You can talk all day about how great your product or service is, but potential clients understand your bias and often discount it. However if the average Joes and Janes rave about your biscotti and how it is perfect with their favorite cup of coffee, they’ll be thrilled to be quoted in your advertising pieces. What’s even better? Do you know a famous person or person of influence within your community that raves about your product or service? Have you approached them for their insight. It could be worth its weight in gold!

Bottom line, don’t be afraid of marketing your company’s message through crafty storytelling. Just like a good book, a well-defined marketing story can intrigue, inspire and yes, involve your customers. Getting the word out there is your next step.

Let the wild rumpus begin!

Sarah @ Dog-Eared Pages