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AMiable Solution #286: True Story



Once upon a time, stories were just for children, little ones who curled up in their beds at night as their parents dutifully read favorite stories of sleepy bunnies and shining moons.

But stories make for strong marketing, too, and not just on television. Stories of a brand in action or a product at work have the power to create a greater affect and inspire longer customer relationships than even the most clever of campaigns.

But the stories have to be true, and they have to be well told.

“The best stories tap into people’s emotions because someone genuinely connects to what a brand stands for or where it has come from,” says Steve Hemsley in his February 28, 2016, article, “Why Brand Storytelling Should Be the Foundation of a Growth Strategy.” “The marketers who can paint the pictures and create such personal relationships are well on the way to establishing long-term brand loyalty.”

One great place to try storytelling? In emails. Although sending discounts and offers and announcements via email can be effective, linking a series of emails with an ongoing story can help build engagement.

Another great opportunity for storytelling? In executive speeches. A clear, honest, in-person delivery of a true story can resonate more powerfully with an audience than the printed word can.

And don’t forget direct mail. According to Hemsley, direct mail’s biggest benefits are its ability to be personalized and the tendency for direct mail to hang around.

Every organization has stories to tell. Stories about how new products or services came about. Stories about people solving problems. Stories about people your target audience can relate to. What are yours?


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