Secrets to effective marketing storytelling - #033

Storytelling has been used for ages to preserve culture, history, and pass down information from generation to generation. It increases empathy and understanding on a personal level. On a business and marketing level, it makes for an incredibly powerful tool that enables you to build better trust and connection with your customers. In short, stories sell.

This episode discusses actionable and practical tips to immediately start implementing more stories in your business so you can keep reap the rewards on a personal and business level.

Episode Discussions:

• How to use stories in your marketing
• Why EVERYONE has a story to tell even if you think you don't
• 2 simple stories anyone can tell to help improve marketing capital
• The best place to start if you're brand new to storytelling
• David Crabb's Five Part Storytelling Framework
• How to utilize client success stories in your storytelling strategy

"Use stories to introduce yourself and your business, counter and address any objections, to add value to your customers, bring otherwise boring data or numbers to life."

- Sell with a Story by Paul Smith

If you're new to storytelling, here are two simple stories anyone can tell that will immediately help improve your marketing capital.

4:33

The Founders Story

• The story of who created the company or business is enticing.
• It's easier to relate to a person's challenges, victories, failures, fears, tragedies, or whatever the founder endured on their mission to build the business (as opposed to a faceless corporation).

"Applicable across all businesses, industries, and markets— It doesn't matter what business you're in, the way it started and what it stands for today is likely a very interesting story."

• Regardless of how "boring" or simple the story is, it still should and must be told.
• Simple is relatable and simple sells.
• Use inspirational nuggets from your founder's story and turn them into marketing gold.
• Your customers are interested in how it all came to be.
• You set yourself apart from the masses becoming more likable, relatable, and more authentic business.

6:20

Client Success Story aka the "Not Boring Case Study"

• A story around one of your clients or customers using your product or service and getting good results with it.
• Simple client success story framework:

1. Introduce their problem and pain - Start with where the customer was before they found you.
2. Introduce your product, service, or solution and what it did for them.
3. Show how much happier or better off they are now thanks to their work with you.

Additional inspiration: ask to talk with any of your customers and make sure to jot down notes or ask to record the conversation.

Use their words verbatim.

8:03

Everything that happens in your business in a story

Jenn Tardif shares David Crabb's 5 part storytelling framework in an article called "The Five Beats of Successful Storytelling":

1. Introduction - Set the scene.
2. Incident - Present the challenge or question.
3. Stakes - What's at stake and why it's important
4. Event - Peak or climax, where all is revealed.
5. Resolution - Reflect on the story and what was learned.

What's your story? How did you end up where you are? Why do you do it?

Head to ModernMarketingPodcast.com to answer.

If you're able to answer in 300 words or less, you have a simple and concise framework and the beginnings of your brand's story.

1. What you do
2. Why you do it
3. How you ended up doing what you do?

Mentioned in this episode:

• Sell with a Story - Paul Smith
• "The 5 Beats of Successful Storytelling" - Jenn Tardif

Have you implemented some of the strategies, tools, or tactics discussed in the Modern Marketing Podcast? What have the results been for your business?

Email Adam and let him know! [email protected]

Click here to subscribe via iTunes

Modern Marketing on Stitcher

Modern Marketing on Pocket Casts