Two Kinds of Marketing Stories

“Marketing stories” doesn’t necessarily mean a captivating tale that fits into a Once Upon a Time framework. It’s often something else entirely: a combination of words — in the case of print ads, very few words — and images that create a memorable experience.

How you shape those elements depends on what you sell. Is it luxury? Safety? Fun? Prestige? Productivity?

You sell more than just a product or a service. You sell yourself as part of the story, whether you’re a solo entrepreneur or have a staff of 50.

To tell that story well, you have to understand what business you’re really in. You need to dig into the core of your business, into the reason you’re in business. If the business is you, that process can be a little more challenging. But it’s critical to tell the right marketing story.

Part of the process is the beginning-middle-end storytelling most of us are used to. It’s the reason you started doing what you do, the events that led you to where you are now. That story includes inspiration, serendipity, trepidation, determination, setbacks and lucky breaks, and damned hard work.

Both of these are important marketing stories, and both build your brand. Knowing how they work in tandem enables you to enhance your audience’s experience with you and your business. It helps you to build trust and find your connection points with your customers.

Different kinds of stories require a different kind of telling. Do it well and you create a seamless picture: your customers can easily see themselves working with you. That makes selling — and buying — far easier.

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