Storytelling Isn't Enough

Written by Josh Dougherty

Stories. We love them. They are part of the fabric of what makes us human. We've been telling them since time immemorial. There's a reason for this.

It's not surprising that storytelling is core to inbound marketing. Every brand weaves a complex story using numerous interactions in a myriad of channels. Some do it well. Some do it poorly. Everyone does it.

There's only one problem for the inbound marketer, telling a good story isn't enough.

Good stories entertain, but left on their own they won't push your inbound marketing program forward. Without purpose and intentionality, your storytelling will be just that; storytelling.

The next time you're crafting a story for your customers, keep these three things in mind:

  • Capture attention by telling only relevant stories: Most of us can't be bothered by marketing. We're more drawn to speculating about whether the white walkers will destroy Westeros. So, this means to capture attention you'll need to be super relevant ... every time you create content. No more throw-aways. Each and every time you create content, whether it's as simple as a Facebook post or as complex as an eBook, it needs to answer the needs of your audience.
  • Build trust by reinforcing your brand: What makes you unique? What is the connecting thread in everything you communicate as a brand? If you know the answer to these two questions, make sure you include them in everything you create. If you don't, you should probably work on your brand. Your future depends on it.
  • Tell people exactly what to do: A great story is only effective if you tell someone exactly what to do once they're inspired. Be direct. Be clear. Be bold. People will act, and you'll see your business grow.

At A Brave New, we believe in stories. We also know that stories aren't enough to achieve the breakthrough growth you need.

The principles that we talked about above work. We recently launched our first efforts for a new client within 12 days of our kickoff. In month two, we increased the number of leads they generated through their site by 139%.

We can help you achieve these same results. Schedule your free inbound marketing consultation today.

 

Written by Josh Dougherty on 06.27.2018
Category Inbound Marketing  
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