By Mona Mangat
Storytelling is as old as communication itself, and almost every important event in human history, has been relayed by an oral tradition, the tradition of storytelling.
It’s the way people have been able to transit meaning and significance, in a way that would be retained and retold throughout generations. Great stories would cross borders and cultures and if good enough, would find the ultimate success by crossing over into the realm of legend.
In the modern era, that’s what we call ‘viral content’ which gets shared almost endlessly via social networks, that instead of being simply verbal, is now content that is digital distributed, but the mechanism remains the same.
Great marketers understand that selling a service or product means it needs to be wrapped up in a familiar story that speaks to the human condition, our emotions and experiences. A brand needs to be associated to much more than a finite object or exercise.
Strong marketing plays to the fact that we are emotional beings who are looking for relevance, context and connection everywhere, and in everything we do.
When you want to sell your service, if you don’t understand how the customer wants to buy, and are unable to help them do so, then you will not succeed. Marketing needs to be more than just selling people your product, but rather it needs to be telling people about it and how it will affect their lives.
Your marketing strategy needs to figure out how to connect to people, to interact with them in a way that leaves them better off than when you first encountered them. You have to empower them to get where they’d like to go and be who they want to be.
[Read more…] about What’s in a Story? Find Out Because Your Success Depends On it
