In this post I talk about the importance of conveying your story in everything you do, building relationships and connecting on a deeper level. I tell my story on exactly what led to this post and how it can help you understand the importance of storytelling.
The Story Behind This Post
A couple of weeks ago I found an envelope from my friend Sheryl Loch. Sheryl knows I’m a superhero geek so when she and hubby Brad West ran across an old Batman novelty credit card, she know I’d love to have it. Sheryl could have easily dropped the card into an envelope and sent it on its way and I would have loved getting it. Sheryl, however, knows the value of a story and took the time to send a letter with it that explained how they came by the Batman credit card and the back story of how the Batman Credit Card came to be.
Why a Story?
Storytelling is the game. It’s what we all do. It’s why Nike is Nike, it’s why Apple is Apple, it’s why Walt Disney built Disney World and it’s why Vince McMahon makes a billion dollars. ~ Gary Vaynerchuk
Connection – plain and simple. If you want to connect on a level beyond features and statistics, tell the story behind it. How did you come to create the product? How did the product solve a problem for you? Be specific with your story, which makes it all the more interesting.
Interviewing someone for your blog? How did you meet? What is the story behind this person that made you want to interview them? Go beyond the introduction or “bio” and get personal if it makes sense to do so. Draw in the reader/viewer/listener with an interesting story unique to them that others can relate to.
Whenever you have a message you want to share, a new tool you want to share, a hot tip you want to pass along… tell a story that will show others why you think it is worthy of sharing. Every story you tell adds to your overall brand message and helps others get to know you and your brand on a more intimate level. Don’t let your story end at your “About” page, you are far more interesting than that.
The Difference Between Details and a Story
I’m in the market right now to purchase a couple of interior cameras for my new studio. I want to make a decision now while I have an open wall for easy wiring. Obviously, I need to know what wires to run. Do I need power in the form of an 110V outlet or some type of transformed low voltage source? Do I need to run coax cable? I have no idea because I’ve never installed these types of cameras before. BTW, you’d be surprised at how many products are being sold online with none of this information because they are assuming a contractor is doing the work.
Anyway, I decided to go with Dropcam. Why? Not because they provided me with the details I was searching for but because I ran across story after story of users using Dropcams and that sold me. Check out this video with Greg Duffy, CEO and Founder of Dropcam, and pay attention to the “story” behind the small company. That story helps build trust and connection. I’ll pay a little more for Dropcam’s complete solution rather that find an imported product sold via eBay or Amazon and hope for the best once the product arrives. The story sold me on Dropcam.
Outside Channels
Most brands can benefit from the story telling that outside channels can provide. Sites like Instagram, Vine and Twitter are fantastic platforms to use to show a “behind the scenes” view of your brand and deepen the connection you’ve build with your followers, advocates and ambassadors.
Sites like Facebook, YouTube and Google Plus are perfect for diving into an even deeper version of your storytelling. YouTube videos, audio podcasts, and even live events; all storytelling opportunities.
Be Real and Be Honest
People relate with real stories so you put everything at risk by fabricating something in an effort to be more interesting. Don’t stretch the true because you think your story is boring. If it’s boring, limit or omit the story. I’m certainly not suggesting we bore the pants off everyone that visits our blog; we don’t want to bore everyone with unwanted details.
I love audio books and know they can help others so when it comes time to share that, I understand that few would be interested in the fact that I’m listening to a book for at least thirty minutes before I go to bed. I do think people interested in audio books might be interested in how I’ve managed to listen to over a dozen books in just two months and others might be interested in what titles I’ve listened to. It comes down to knowing your market whether that’s a customer, visitor, reader, viewer, or whatever. Be interesting and go beyond the basics by allowing a little glimpse of the story.
Storytelling Takeaway / Recap
Marketers love to say, “Sell benefits not features“. That because features don’t sell, people buy answers to their problems. Allow your story to answer those solutions. You can use this human method of influence whether you’re selling magnetic widgets or offering your best advice in the form of an ebook or blog post – tell your story.
What’s Your Story
Feel free to leave a comment or question below BUT I thought it would be fun to share OUR stories below. Pick a topic or subject you are passionate about and put it into story format. Make me want to learn more. Make us want to buy. Use your story to draw us into your web of influence. No pressure, just be amazing. lol Once you share your story below, I’d appreciate you sharing it with your tribe. 🙂
About Brian D. Hawkins
Yeah, I can’t agree more. No matter how big is the business. Telling the story is a way to build trust and to show that there are real people behind the brand.
Some big businesses have really learned the value of storytelling Kaloyan. We see a ton of cool examples of it on YouTube. We can learn a lot from those that are doing it right. Like you said, trust and real people behind the brand are imperative and the bigger we get, the harder that must be.
Storytelling is the key to marketing and creating a brand. I couldn’t agree less.
Thanks Arowoshaye, I think. lol I’m wondering if you meant “I couldn’t agree more”?
You and Gary Vee nailed it Brian! My whole blog is 1 big story, 3300 plus posts’ worth of me traveling the world, prospering online, telling how I’m doing it, and how you can do it too. Thanks!
It really is Ryan, with a ton of photos. You’re doing a great job. Here’s the link for anyone that wants to check it out http://cashwithatrueconscience.com/rbblog/ (Your sales page setup makes it tough to discover your blog for those not already familiar with it).
Brian, glad you like the Batman credit card.
If you ever get the chance to see Joe Sugarman speak, you will hear stories. Some of his stories tell of great ideas with very successful endings, others may not have been successful ideas, but he learned from his mistakes and quickly moved on.
I’ve never seen ‘Pickers’, but it sounds like a cool show. Most humans are nosy and want to know the who, what, when and where of an item. Maybe to see if they can relate.
Relating to a story or pieces of the story could be the biggest winner. People want to hear a little of themselves (or something they are interested in) in the story to make it “personal”. While not everyone will connect with your story, you have to get to those that will. Once you find the right people…you have made a “personal” connection and have your starting point for something bigger.
Now in honor of the post – “I’m not mad at all! I’m just differently sane!!” The Joker
American Pickers is a great show Sheryl. You can watch the latest shows online at http://www.history.com/shows/american-pickers/videos Just click “FULL EPISODES”.
I loved the Batman credit card – thank you. 🙂
I definitely agree that storytelling is the way to go when it comes to marketing in generally. It really brings your readers closer to the heart of your brand.
I like that Elizabeth, it has a nice ring to it: “The heart of your brand”.
It does, doesn’t it. You can use that if you like Brian. 🙂
Hi Brian
Telling a story or starting a write-up with a story is not every body’s cup of tea. An the important thing is that it can’t be achieved with practice. In real life there are two types of people we meet. One type is of those who instead of talking just narrate the stories and in between express what they want to say. While the other type remain so concise and to the point and don’t want to go into deep shit.
The interesting situation arise when two people from each type get married. They life becomes hell because one of them love to tell stories and other one always wants to listen the gist of the story.
Thanks for sharing a wonderful post and in such interactive way which forced me to write as much as I can here just to prove I am not from any of the two types. 🙂
I hope you’re not talking from experience Mi, that’s terrible. lol I do believe certain “types” of people will find it more difficult to tell a great story than others; that’s very true. I also know it’s tough for some to find a nice balance and edit a lot of the “noise”. In the end though, I believe most of us can learn and improve our storytelling skills.
You know that I love to tell stories to get my points across. Stories really can capture an audience easier and even pulls in those people who say they hate to read long blog posts. Course, now you’re using the podcasting as well and I have that little thing on my blog so people can listen and yet I think the true strength of a story is in the words first.
You know Mitch, you were on my mind when I was writing this post. Anytime I think about writing stories, I think of Mitch Mitchell. You have the gift, that’s for sure.
I love the reader app on your blog Mitch. In fact, I started out what I call “audiocasts” by just reading the post. I’ve since changed it up a bit and just talk about the post.
Story building and telling is not that easy. One has to be really creative with words and keen observer to picturize the whole situation in readers mind!
It comes easier for some than others Lynnea. Sometimes the stories flow naturally for me and other times I can’t get my mind to function to save my life.
Storytelling is a creative art of marketing. Honest, engaging and inspiring story about a business journey can be awesome for the company or brand. It can build the trust, create the identity or brand, give more exposures and boost the overall sales. Above all by telling your story you can inspire lots of people who are waiting to take their first move.
Thanks for sharing this Brian.
Well said Sam, and building that trust requires truthfulness so we need to insure our stories are real and accurate.
It is absolutely true !! Reading the real story of a person makes you feel much more confident when it comes to trusting him or when it comes to doing anything in a partnership . This topic should help a lot of people !
Thanks Christian (Please use a real name from now on, now keywords), I believe influence is something we earn by building a great reputation. The shortest path to a great reputation is taking a true interest in the success and wellbeing of others and taking steps to help.
You just have to keep on coming up with engaging content that’s relevant. Do that consistently (and research your keywords!)