When your conversations with people go beyond simply selling, but to telling stories you convey who you are. Not just what your product is but an indication of what relationship you are looking to develop. Stories are remembered because they convey a message, but they also help people visualize that message and tie emotion to the message, all of which make that message more memorable. I think we can all agree that having an influential message that people can remember is one of the key components of marketing. When I speak of stories, they can be a variety of messages that convey who you are. Testimonials can be a powerful way to engage with people on a deeper level, if you say you put the customer first, isn't it more powerful to reinforce that with a message from an actual customer who has a story about your customer service. Metaphors are another great way to convey your message. I think back to one of Amazon's first advertising campaigns which conveyed the message that they had the world's biggest bookstore, they used a metaphor that the number of books they had in stock could not fit in an aircraft hanger, which helped visualize that they had millions of books. What sticks with you more the thought that Amazon has 3 million books or the idea that Amazon as a book store would need to be much bigger than an aircraft hanger? Another classic example is the "Your brain on drugs" commercials. It is hard to forget the image of that egg frying on the pan and even hearing the sizzle as it cooks under the searing heat.
Three Reasons that story telling is effective:
1. Storytelling brings deeper meaning on more levels
2. Relates to customer emotionally
3. Easier to understand, remember, and pass on
A Question
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