Did you miss a lesson? Start Here!
After looking at the three types of marketing stories in the last segment, I asked you to run through the stories you want to use and establish what kind of stories they are.
How did that exercise go? I hope it went well and that you were able to determine what you want to achieve with each story and how best to integrate it into your brand and marketing message.
Now, once you are clear on what you want to achieve with your story-telling, it is time to take a closer look at how you can take advantage of story-telling triggers.
Triggers evoke a response from your audience. They engage your core market and cause them to feel something, whether it is excitement, hope, inspiration, or only confidence in what you have to offer.
Your marketing messages must always come across as being genuine and honest. Avoid hyperbole or leading potential customers astray with promises you can’t keep.
Instead, identify where they are at in their journey and create a story that aligns with that level.
This means you will need to conduct market research so that you can understand the type of customers you are aiming for and how best to serve them.
By integrating triggers that touch down on what’s most important to your audience, you will be able to ignite a firestorm of excitement and activity surrounding your brand.
This is how thought-leaders can build a loyal tribe that will follow them wherever they go, buying all their products, participating in beta testing, submitting testimonials, and helping you boost your exposure.
So obviously they are vital and equally effective!
It begins by building an emotional connection with your customers. You do this by truly understanding what they are struggling with, fearful of doubt in their own journey.
Then, you can provide comfort through your story-telling by showing them that you understand what they are going through and that you have a way to help them through it.
Here are a few things to consider:
- Is your story believable? Will people have faith in your story-telling and feel connected to it?
- Does your story align with where your average customer is on their journey? Does it make sense to them?
- Will your story evoke a positive response, touch down on the highest hopes and dreams that your audience is thinking about every single day?
Right now, I would like you to create a general outline for a story you can weave throughout your marketing campaign, or within your brand itself.
It doesn’t have to be complicated. Just start with a summary of your own story and then match it with what your customers will connect with.
You know your audience better than anyone. Create a story that invites them to share a journey that will lead to success, and you will build a forever-tribe of loyal customers.
In part 4, we will talk about how you can leverage the power of a great story to maximize sales.
Did you miss a lesson? Start Here!
