Persuade by Telling a Great Story
Some companies are touting brand storytelling as the next big thing. Humans have been telling stories since prehistoric times when cave people gathered around the fire to entertain and inform each other. As marketing guru Ann Handley rightly points out, “Good writers have [always] been storytellers,” constructing content aimed to pack a punch with the client’s target audience. Josh Bernoff, writer and coach extraordinaire, describes the value of content that inspires, the kind of content that lights the spark of meaningful change. He says, “Inspirational books don’t obsolesce quickly, because they’re based on emotions, not just facts – and emotions persist.” Check out the recent Wall Street Journal article by #katiedeighton, “Companies Are Desperately Seeking ‘Storytellers’” for examples of companies connecting with writers who possess solid storytelling skills.
Stories are powerful communication tools because they resonate. They deliver messages of courage, hope, kindness, love, perseverance, and other emotions that help listeners, readers, and viewers connect with the person or company creating the story-based content. Multiple scientific studies show why and how stories encourage neural activity and fluctuations in our “happy” hormones. When someone feels good, they are more open to hearing new messages. Well-told stories help influencers and company brands build trust with prospects and existing customers. Given the massive trust deficit today, characterized by skepticism of institutions (business, healthcare, politics, inter alia), building trust or repairing trust is a sine qua non for brands who care.
There are numerous elements of crafting a memorable story, something I will discuss in future posts. The important first step is to embrace the power of brand storytelling, identify when it’s appropriate (which is not all the time), and decide whom you want to critically reach. I had the pleasure of digging deep into this topic while writing my MFA in Creative & Professional Writing thesis. I spent 12+ months interviewing brand managers, other creatives, and scientists. I am currently working on publishing my research as a book.
You don’t have to wait for my book to be published. I’ve put together a 16-page overview of my research. Topics include how to set SMART (Specific, Measurable, Achievable, Relevant, Time-Bound) goals and assess your story ROI. To download a complimentary copy of “Smart Brand Storytelling: Proven Strategies To Help You Grow Your Business” by Susan Mangiero, PhD, CFA, visit my Resources page, click on Branding under Topics, and then click on the “Smart Brand Storytelling” link.
In the words of philosopher Plato, the innovator of dialectic dialogue, “Those who tell the stories rule society.” I like to think of “ruling” in positive terms. Tell high-impact stories that touch one’s heart and soul, maybe even tickle a funny bone or two, and we can improve the world in which we live.
I help business, finance, and investment executives and innovative companies turn wisdom and insights into actionable thought leadership that can move markets and minds. Schedule a complimentary discovery call to talk about growing your brand with the kind of content your clients want and need.
Tags: Ann Handley, Josh Bernoff, SMART Goals
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