What’s in a story, though? How does the story develop authenticity? More to the point, how does such a story create that trusting feeling that customers crave?
|Scooped by Karen Dietz|
Neil Patel has written a terrific blog for kissmetrics on brand storytelling. What I particularly like about this article is how he helps companies get their heads on straight about storytelling. We all can learn from this.
First Patel goes into how stories create trust. It's a good synopsis, and we should all be familiar with this now.
Next he tackles why your brand story must be about real people. It has to have a personality. The key word here is "people", not "person". Go read his opening sentence to this section. I love it.
He goes on to talk about the need for simplicity in your brand story -- and I get it. Save longer more involved stories for other biz storytelling occasions.
Patel discusses several other key elements, and the ends the article articulating the transition between telling a story and a customer buying a product. It's very elegantly said. Most companies focus on the transaction and use storytelling to get there. Patel points out that without the story, a transaction may never happen. It's all about where companies need to place emphasis. I couldn't agree more. Read Patel's own words - they are better than mine.
There's more here and every point Patel makes is backed up with examples and links to explore. Awesome!