“Human beings are storytelling machines. Not only do we love to experience stories, our cognition is an amazing mix of stories we tell ourselves.” – Brian Clark
There’s a great read over at Brian Clark’s article, The Jedi Master Approach to Content Marketing that Converts, articulating the nature within us all. We identify with and walk around with story. It is how we make sense of the world and ourselves.
In the world of branding and inbound marketing, the point is to help your prospective buyer become the hero in the story while you are the sage guide. It requires a detachment with ego and self-glory and a focus on the customer’s problems. We are walking around with our own stories in our heads. Each of us has a lens by which we interpret the world and take action.
Noting this powerful reality, here are some ways to align your story with the buyer:
- Explain the journey. Something should or will change when your customer experiences your brand. Explain what that looks like and how it will help your customer feel different or be transformed.
- Highlight heroism. By taking a step with you, how does the customer become the hero? Your content should capture life and benefits in terms of the customer’s benefit. Make them the hero.
- Be the helper. Ensure the story injects your role and how you help. If you play a key role to fill in the gaps, explain this. Be resourceful, dependable and necessary.
- Build the theme. Connect the dots and help your customer understand the overall theme. Is it “Stranger in a strange land”? Or “Rescue mission”? Tap into universal themes we are familiar with.
Working hard at story and helping your customer see themselves in that context creates resonance. We are wired to hear and respond to story. It inspires us and moves us to action.
What is the story you need to share?