Why should customers or a person on the street care about the project you are proposing? How does it change the world or improve lives? How will people feel when it is complete? These are the components that make information persuasive and memorable. My research has also shown that stories are useful inside organizations. Transcendent purpose is effectively communicated through stories — for example, by describing the pitiable situations of actual, named customers and how their problems were solved by your efforts.
Make your people empathize with the pain the customer experiened and they will also feel the pleasure of its resolution — all the more if some heroics went in to reducing suffering or struggle, or producing joy. An effective way to communicate transcendent purpose is by sharing that tale. What passion led the founder s to risk health and wealth to start the enterprise? Why was it so important, and what barriers had to be overcome?
How to Tell Brand Stories At their most basic level, brand stories are your unique connection to your audience. Who you are: How did your company come to exist? What kind of people typically work at your company? What you do: What is the product or service that you provide?
What kind of interactions with customers or the general public does providing that product or service create? How has that led to lessons learned?
Who you do it for: Who do you help? Case studies and customer success stories make for very powerful brand storytelling content. They can aid in connecting the dots for potential customers and guide them to see how you can assist them in the same way that you have helped others. Why you do what you do: What is your larger goal? What led to your company to offer the products and services it does? What are the benefits to your customer? How you do what you do: How is the product or service created and delivered?
Put your painstaking process on full display for your audience so they understand the care and craftsmanship that go into the production process. Where you are headed: What is next?
Is your product going to evolve and change? Will you be broadening the type of customers that you help? Is your company philosophy or vision going through a change? Let the personalities drive the stories that you tell, not the actions that took place. Keep It Simple Save the twisting and turning narratives for movies and books. Expanding the Reach of Your Stories Telling great stories is only helpful if people actually read them. Use Stories to Build Your Personal Brand Use your own stories to build your personal brand while creating branded content and encourage your team to do the same.
Tell the Story Everywhere That You Possibly Can When you publish a brand story, tell that story everywhere you can, such as in your speeches and interviews, podcasts and guest posts. Stories help us solve that problem.
Stories will always matter, now and in the future. Tom Corson-Knowles. Kaelyn Barron on October 18, at pm. Violet on July 13, at pm. Kaelyn Barron on July 19, at pm. Daniel on March 28, at pm. Kaelyn Barron on April 1, at pm. Daniel Blair on April 3, at pm. Remi on April 16, at am.
Can you have the author put it in kindle format? Rahul on March 19, at pm. I was just wondering how stories shape us as who we are. I meant to say how storytelling shapes who we are as human beings. Kaelyn Barron on March 27, at pm. David BIll on March 9, at pm. I read this and I liked it. Good article. Kaelyn Barron on March 12, at pm. Ezzy on November 20, at pm.
Kaelyn Barron on December 10, at am. Rose Kleidon on November 20, at pm. Kaelyn Barron on November 20, at pm. Jeff Lee Benneth on October 6, at pm. Why would you fear god? God is lord. The undying master of happiness yo! Kaelyn Barron on November 12, at pm. Daniel Blair on March 28, at pm. Levi Armstrong on October 5, at pm.
The undying master of happiness! Jeff jefferson on February 3, at pm. It just means you try your best to obey him and keep out of trouble : Reply. Kaelyn Barron on October 10, at am. Kinesthetic learners remember the emotional connections and feelings from the story. Stories stick Storytelling also helps with learning because stories are easy to remember. Organizational psychologist Peg Neuhauser found that learning which stems from a well-told story is remembered more accurately, and for far longer, than learning derived from facts and figures.
Kendall Haven, author of Story Proof and Story Smart, considers storytelling serious business for business. He has written:. Your goal in every communication is to influence your target audience change their current attitudes, belief, knowledge, and behavior.
Information alone rarely changes any of these. Research confirms that well-designed stories are the most effective vehicle for exerting influence. Stories about professional mistakes and what leaders learned from them are another great avenue for learning. Appealing to all sorts of learners.
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