Storytelling might be a buzzword you hear, regardless of whether you are in marketing or not. We use the word frequently here at HALCON because we believe great marketing is more than just social media posts, email sequences, and Google Ads. It's telling your story to the world with the heart behind your business.
Think about the Super Bowl; some of the best commercials are the ones that made you feel something. If a commercial was all dry and heartless information about why a service or product was the best, the human connection for the product would be low. But a commercial that connects you to their product using values, love, fear, and laughter, that is what produces some of the best outcomes.
Don't get storytelling confused for another gimmicky marketing technique. Storytelling in marketing means incorporating your business's emotions, character, and enthusiasm while building trust. When you tell a story, you add human emotion into your marketing strategy. Selling your products or service with words that don’t support the story about who you are and with dry facts may relate to more people, but incorporating your values will allow you to connect with an audience who also resonates with your heart.
How to Use Storytelling Effectively For Your Business:
Know Yourself - We mean, know how to connect with others authentically. If you are a numbers person who connects with people by facts and statistics, then trying to have the most bubbly internet presence might come off as strained. Know your strengths, and be sure to use those in how you communicate.
Know Your Brand - Different from knowing yourself is knowing what solutions or outcomes your product or service can offer the world. When you tell a story for your business and brand, weave in those details that your brand offers that help you stand out against competitors.
Know Your Ideal Client - Figure out who your target audience is. What type of person would resonate with what your brand has to offer? What stresses does the person have, and what conversations would they be more likely to participate in? Knowing what your ideal client is will help you navigate a plan on how to connect with them.
For more details on how to figure out how to speak to your target audience, understand your brand, and more, try this fantastic and in-depth resource from Nicole, Owner of HALCON Marketing. It includes worksheets and videos on how to find out how to speak to your audience.
While the marketing you use to reach your audience is essential, what makes the most significant impact is connecting with that audience. Real connection is what ultimately allows a business to continue thriving. And connecting with others is what storytelling is all about. 💛