“Marketing is no longer about the stuff that you make, but the stories you tell” – Seth Godin
Ever read a Wiki Page? It lists fact after fact. And it works for that particular purpose. But that’s not your purpose.
You’re being selfish. Your purpose is to get the customer to feel something, to feel a connection to your product/ service.
How? Glad you asked!
Form a legit story that not only introduces you (which is a bonus) but tells your customer how it solves their problem. Show, don’t tell, them how your solution solved your related issue. Communicate in words that build emotion, gets them fired up on your About Page, blog posts, customer service page, interviews, social media posts, and everywhere in between.
Your branding story is one of the most important parts of your product. People want to know more about your company and how you can help them.
Seize this opportunity with your story by captivating your customers like Casanova. Here are 7 reasons why yours doesn’t and how you can change that.
7 Reasons Your Branding Story Feels Like a Wiki Page
1. Your Branding Story Is All About You
You made the story about your company and not your customer.
Picture your company as an example of relating to your customer through your product or service. Redefine your story to show the customer how your product improves their life by how it improved yours. Care about talking to your customer and less of talking about yourself.
2. No Clear Goal For Your Story
Think with the end goal in mind. Here are a couple of questions to answer while writing your story.
What type of customers are you reaching to? What emotions do you want to stir in them? What’s your message, mission, purpose? What’s your core values and moral? What is the tone, perspective (first, second, third), or voice (conversational, formal)? Why should the customer care?
Awesome branding stories don’t list history. They present creative ties to the product with the motive of relating to the customer.
3. No Clear Path To Goal
Your story is too complex. Keep it simple. Point blank. And understanding the platform you’re using to reach through is crucial. Your About Page doesn’t need a play by play. Save that for Twitter.
Use your About Page for a creative story specific to your motive and morals. Skip the slow parts. Fill in the details through mentions of it in your blog posts, interviews, customer service page, social media profile, etc. Utilize these mediums for specifics that compliment to your About Page.
Also, plan out the path you want the story to play out. A classic story follows a hero scheme: Intro, Challenge, Fall, Meets Mentor, Trials, Final Trial, Looks Back, Triumphs Over Original Challenge, and Celebration. Or more generally speaking: 1. A Problem, 2. Solution, 3. Success with a couple surprises in between.
4. You Have A ‘Moral Of The Story’ Ending
Have morals. They’re great. Yet don’t make it obvious by telling your customers. They aren’t dumb, they can figure it out. When you tell them the moral, it makes them feel dumb and it sounds like you’re trying to sell them your product.
This reason is the difference between the obvious, “And the moral is ‘Never quit!’ ” and the more meaningful, “We took our Never Quit mantra to develop the product you see today!”
“Make the customer the hero of your story”
– Ann Handley
5. No Trust
Optimize your branding story to develop trust from your customers. This is the prime reason you must define your values and morals beforehand. Plan ahead how to embed them in your story to influence the customer’s security. Non-profit organizations do a great job of this by presenting how amazing they are for helping humanity.
6. Too Academic
Your story reads like you just graduated college. It should not read like a college essay. Make it personal. I’m not saying fire your editor. Check for grammar issues, and make sure to add life. Loosen the tie a little bit. Of course, this comes with knowing your intended customer. Speak their language. Be conversational in that you are speaking to your customer specifically, not a general audience looking at your Wiki page.
Give a couple strengths and weakness. Nothing is more unrelatable than a perfect company. One that is constantly improving is more comforting.
7. Your Ending Sucks
…Or you don’t even have an ending. A story has a beginning, middle, and end. The trick is to have a continual ending as if to say, “but we’re not done yet.” You want the customer to know that your company is an ongoing project. The ending is just the beginning of your success.
How not to end?
“And then we formed the product and marketed it to you guys. Hope you enjoy!”
Please don’t do this. Make it different from a cliffhanger. (You don’t want your audience to be left wondering what happens next. You want your audience to feel like they impact what happens next.)
“And this just the beginning. We are continually innovating to bring you the best product. Follow us on Twitter and Facebook for updates and to reach out. We’d love to hear from you!”
“Our goal is to assist the lives of xyz people and with your help, we believe it’s possible.”
Focus on your intended customer and make the story about your company relate to them. Your branding story is more than a history of the company. Take advantage of your customer’s attention and interest by giving them what they want to know: 1. More about your company (trust, morals, and values) and 2. How your company benefits them.
TOMS – Their story is emotionally captivating.
Problogger – Simple, personal story then explains how you can benefit from his site.
Copyblogger – They switch things up and explain what they can do for you first and then how they started.
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