As you may already know, storytelling can be a powerful tool in any marketer’s repertoire. Crafting and telling engaging stories is an important skill to develop. A good story can neutralize the automatic resistance that arises when people feel like someone is “selling” something by engaging their minds in a different way than ad-speak and sales pitches do.
Let’s look at this issue from a different angle. Even when you’re telling a great story about your business or personal brand, there is something important you have to deal with. Allow me to introduce the idea with a quote from Perry Marshall.
“Stories run deep. If you want to change the story you’ve been in to the story you want to be in, it’s best to just assume it’s going to take everything you’ve got. If there’s a resource that is capable of improving your story, you should avail yourself of it.”
Everyone is the protagonist of his or her own story. The story is his world and how he sees his place in it. It’s how she thinks about herself. Every day the plot progresses, characters come and go, and so forth.
The story you want to tell as a business owner, service provider, etc., doesn’t matter at all unless it intersects with your customers’ individual stories.
That’s why your selling and marketing has to be about them.