I just read an interesting article on entrepreneur.com about the art of story telling and it’s significance when it comes to business and it’s use as a marketing tool. I think that as entrepreneurs we can often get stuck on our products and perhaps the numbers associated with them. Take for instance a flashlight… if I were selling it I might highlight some of the features – the battery lasts for 10 consecutive hours, the light’s brightness is 500,000 candle power, the light is water proof, etc. These are all great features, but do they really sell the product? On the other hand if I can tell a story: Bob was hiking in the Alaskan wilderness in the dark and fell through the ice along with his trusty flashlight. Luckily the water wasn’t deep, and because his flashlight was still lit on the bottom, he was able to retrieve it and use it to gather some firewood quickly in order to warm himself when he was in immediate danger of hypothermia. If Bob had a different flashlight, he would have been wandering aimlessly in the dark trying to find adequate firewood to start a desperately needed fire to warm himself. Bob would have frozen to death and perhaps never have been found in the middle of this remote Alaskan wilderness.
The Power of Story Telling
Hopefully you get my point, features of products may appeal to our intellect, but often our intellect isn’t as great a persuader as our emotions when it comes to making a purchase. Stories touch our emotions and really good stories help us to relate to them. The article I read gives a particular Kickstarter example of the power of story: One individual started out looking for $10 to make potato salad and yet made over $55,000 because of the story behind their idea. Another question you might be asking is how does this relate to internet entrepreneurship.
Story Telling and Content Marketing
One very effective means of reaching potential customers in the e-commerce world is content marketing. Because we are all bombarded daily with various ads and other marketing techniques we have developed filters to help us eliminate and ignore most marketing ploys. The marketer has to take a new approach to reaching consumers. Instead of hitting consumers with mind numbing ads, why not create content (and this often means stories) that users will relate to and want to read or view. According to the article, 2014 was “the year of the story,” and though we are now in 2015 I don’t see this trend letting up. If anything, I believe the power of story will only become more prevalent as consumers filter out more and more traditional marketing attempts. This is good news for those of us who choose to use content marketing in our blogs, on our product pages, and in our e-commerce activities. So next time you are tempted to talk about a products features, instead try and tell a story that your target market can relate to and see if the results don’t go beyond what you’ve expected.
To read the related article to this blog click here. Story Telling Could Bring Your Brand to Life and Strengthen Your Marketing Impact.Read More