In the business world, often we think that the companies that have large marketing budgets are more successful because they have deep pockets. The truth of the matter is that that is a lie. It doesn’t matter if you are a small business or a Fortune 500 company. The one thing that each company needs to be able to do is to tell their story.
There is so much noise in the world today, this means, the constant stream of communication coming at us from all directions. Radio’s, Television, print, talk shows, streaming, people talking. How much of the talking do we stop and listen to? Our brains can only process so much information on any given day and the most successful brands are those that can tell their story in a clear, concise manner that quickly and easily convinces customers that their product/service will make the customers’ life easier.
If you can’t tell your customers who you are and what you sell in products or services, they will tune you out. Each business, big or small needs to ask:
- What is your message
- Can you say it easily?
- Can your team compellingly repeat the message?
Our elevator pitch needs to be quick and it needs to say something that will make the customer want to listen and not tune it out. In the book “Building A Story Brand” Donald Miller breaks down the process in simple easy steps to tell your brands’ story.
We have all had the experience when we are talking to someone, whether it is face to face or on the telephone and we know when they stop listening. The same is true about our brand’s story. The company message must be about something that will make them want to listen.
Building a story brand is about eliminating the noise and simply telling the customer that you have a product or service that will make their life easier.
Making life easier could mean:
- Saving them money
- Conserving time, freeing up time that they spend with loved ones.
- Building social networks
- Gain status – yes, we as humans have a desire to gain status, identity is associated with success.
- Accumulate resources – does it help the customer gain better resources, better opportunities?
- Provide opportunities to be compassionate – to give back
What is the story question for your customers? What is the thing they will resonate with most?
For example, the one thing the Chamber of Commerce connects people with businesses. The Chamber helps people build their social networks which will in turn also help you grow your contacts and resources.
Miller advises businesses to make the hero of the story the customer. Truth is that without our customers there is no business so each companies’ hero is the customer and you need to identify in very simple terms what is it about your product that will attract the attention of your customer to make the stop and listen? Remember that you only have a few seconds to get their attention. The hero of your story is your customer, and your product/service needs to help them survive and thrive.
- A financial planner meets the need a plan for retirement
- Realtor meets the need of a home you’ve dreamed about
You get the idea, as a team sit down, and have a candid discussion about what need(s) your product or service meets. Keep in simple and plain and make it something the customer will not want to pass up.