• AMi Direct

AMiable Solution #433: Telling the Right Story


You have to do more than just tell a good marketing story: you have to tell the RIGHT story.

Storytelling is more than just a fun way to communicate with your customers and prospects. It’s a proven tool for connecting with consumers and letting them get to know your company’s personality and values. This revelation of shared values is the reason, according to Chief Marketer article, “Storytelling in Marketing: The Importance of Brand Narrative,” 64 percent of consumers have a relationship with brands.


But you can’t just tell a good, emotional story. You have to tell the right story.


How do you know that your story is right for your offer? It meets the following three criteria:

· It’s relevant. Your story must tie logically into your offer, your brand, or your image. It has to. We’ve seen far too many commercials and ads that drew us in with incredible graphics and an engaging story but left us scratching our heads at the big reveal–what the ad was for and who it was for–because it didn’t make any sense. Even worse? We didn’t retain who made the ad. When your entire goal is to raise awareness and elicit a response, you’re failing miserably if your audience doesn’t know the ad is yours.

· It’s audience-aware. Humor is a wonderful thing. Done well, it can also be a profitable thing. But if your audience doesn’t associate your brand or your company’s image with the mood or storytelling style you’re using, or worse, if it wouldn’t be appropriate for your kind of content, you better steer clear. Testing new approaches is the best way to grow, but make sure you’re growing WITH your customers’ expectations, philosophies, etc., not AGAINST them.

· It shows how your offer solves a problem. A story that tugs at the heart, challenges the mind, or asks important questions may elicit a response, but if it doesn’t demonstrate how your offer removes obstacles or resolves issues in your audience’s life, then you’re just telling a good story, not promoting your offer. Your story, like any well-written novel, has to present a conflict AND a resolution, and it has to mean something to the people you’re writing it for.

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