A Picture May Be Worth 1,000 Words, But In Marketing It’s Stories That Sell
Small Business marketing strategy rule number one
Un_Standard presents small business marketing strategy rule number one. A picture may be worth a thousand words, but in marketing it’s stories that sell. How many times have you had to endure the trauma of sitting through a presentation of dull PowerPoint slides filled with data dumps or spreadsheets spreadsheets that make your eyes hurt.
If you’re like me, after ten minutes of putting on the front that you are actually paying attention, your mind starts to wander to all of the tasks at hand that need to be accomplished, how many tiles are on the ceiling, or any other distraction to ease the pain of boredom? People react to emotion, compelling stories to form an emotional connection between the presenter and the audience. After all, consumers are motivated by emotion and the best way to connect is by putting the message into context so that the audience grasps the message. Once upon a time…
When we trudge through dry factual arguments, we have our defenses up. When we are absorbed in a story, we drop that front and allow our emotions to take hold. And emotions are what connects us and drives us as consumers.
People relate to honest stories
Every business has an inspiration, and a story behind the way that the business came in to being. Essentia Mattresses is a company that was founded because a family member of the founder and CEO had cancer. The doctors said that the cancer could have likely come about from exposure to everyday toxins from household items…like mattresses. And with that experience, Essentia Mattresses was born. A heart-wrenching story and the motivating story behind the creation of their organic mattresses. Instead of using the small business marketing strategy to position themselves as the first company to offer a natural memory foam mattress, Essentia made the conscious decision to incorporate the story into their brand and marketing efforts. And in a short space of time, they went from being a small online business to generating millions in revenue and eventually opening brick-and-mortar stores with plans for expansion.
Even if you think you don’t have a compelling story to tell in your small business marketing strategy, chances are you have a story that will relate with the ones you’re trying to reach. A good story must be relatable, no matter how mundane it may seem at first. You probably aren’t the first person to have an idea. And you aren’t the last. We all have competition. And those people who will be purchasing your products or services want experiences. Experiences are made through connections, and told through stories. Be sure to use those stories as the foundation of your small business marketing strategy.
And they all lived happily ever after. The end.