Create a Shared Story
Your customer, just like every one of the seven billion people on Earth, lives every minute of their life with a rich, ongoing, internal narrative playing in their mind. We are all living our own stories, from the time we wake up in the morning until we fall asleep at night, picking up right where we left off when the next morning rolls around.
While this internal story is playing continuously inside your customer’s mind, you face the challenge of communicating your story to your customer. If you’re like most marketers, you have invested in creative ways to tell your story, which can be seen in the well-crafted copy and images that appear on your website and in all of your other marketing communications.
Consider what you are asking your customer to do when you communicate like this. You are asking them to jump out of their personal story – the one they care about and live in all day, every day – and jump into your story. That’s a big ask!
If you want your customer to understand your story, the best strategy is not to tell your customer your story, but to help your customer see you as the “best supporting actor” in their own personal story. Your customer cares much more about their own story than they care about yours. Don’t ask them to leave their story. Instead, weave your story into theirs.
In one-on-one, personal communications, you can do this by practicing the six habits, described in my book Ditch the Pitch. It’s a bit trickier when communicating with customers through marketing communications, but it’s possible to do.
First, recognize that your customers really don’t care about you. They care about themselves. Then, realize that the most important part of your marketing communications is not who you are, what you do, or how long you’ve been in business, but how you help your customers address their challenges and capitalize on their opportunities.
Don’t look at your marketing communications as a chance to brag about your company, its products, and its services, but as a chance to help your customer see you as an important part of their own personal story. When this happens, your customer will not see their own story and your story as two separate things, they will perceive a shared story, where you are an integral, critical part of helping them achieve their goals.
Craft Your Brand Story with Yastrow & Company
Do your customers understand the value of working with you? Do your customers hold in their minds clear, compelling stories about you? When your customers hold in their minds clear, compelling stories about how they are positively impacted by working with you, they will commit to you. And committed customers drive your business success. The Yastrow & Company Brand Story Crafting Sprint will provide you with the tools to clarify and communicate your brand story.