To Boost Your Business, Tell Your Story Well

Think of a great experience you had at the movies, or reading a wonderful novel, or cheering your favorite team at a big game. What did those experiences have in common? In different ways, they all did the same thing—they told a great story that kept you engaged. You can do the same thing for your business.

Storytelling is a powerful tool for strengthening your brand, but many companies don’t use it to their advantage. Author and entrepreneur Seth Godin puts it well: “Marketing is no longer about the stuff that you make, but about the stories you tell.

According to Mike Kappel, founder and CEO of Patriot Software, good business storytelling gives consumers a compelling reason to buy from you.

To tell a good story online, you have to capture the reader’s attention, and fast! The attention span of a typical Internet user is only eight seconds. That means digital marketers must quickly connect with consumers, engage them in their story, and entice them to take meaningful action.

Pull the reader in with something interesting, different or helpful, then move right into your story. Here’s how you’ll benefit:

  • Improved brand perception. A great advantage of social media is that it lets you listen to consumers in real time. That helps you find gaps between the way you position your brand and the way the public perceives it. Storytelling fills those gaps with positive messaging that convinces people to respond to your brand.
  • Better brand loyalty. When you tell your story well, the audience becomes part of it as active customers and they develop an emotional attachment to your brand. They believe in your messaging and can serve as brand advocates by promoting your product to others.
  • Increased trust. To influence an audience, you first need a relationship built on trust. Even when it’s done online, storytelling can build a human-to-human relationship that leads to trust between your brand and consumers. And that trust lasts much longer than the notorious eight seconds.

Kappel cautions that storytelling isn’t a one-and-done thing: “Telling the story of your brand is an ongoing process. Each day, your business grows, shifts and adds new chapters to its story. Make business storytelling an essential part of your operations to attract and retain customers.”3

Contact GillespieHall today to let us tell YOUR story. Your “happily ever after” moment awaits.

Bridget Paverd is a public relation professional and founding partner at GillespieHall. The firm is retained by global companies to manage their reputation and relevance. A recognized crisis communication specialist, Paverd teaches crisis media management at the University of Pennsylvania’s Wharton Business School. Paverd first expressed her desire to become a PR entrepreneur at age 10 when she successfully created a word-of-mouth campaign at her school to offer students alternatives to gym classes. She has been influencing minds and opinions ever since.

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