"What's your story?" (and why telling it helps your brand stand out)

Storytelling is by far the most underrated skill in business. Gary Vaynerchuck

As a child, every night my dad would round up my brothers and me and we'd snuggle into bed together.

He'd then tell us the most amazing stories, complete with singing in different voices-making it come alive in our imagination.

I'm 59-and I still remember those "tall tales" like it was yesterday.

Such is the power of a story told well.

Here's the thing, your brand isn't your logo, font or color palette.

Now don't get me wrong-visuals matter (after all, Instagram was once a photo-sharing platform). But unless you can craft a story that moves beyond the images and creates a "Purpose" for your product or service, it'll fall flat.

To engage and keep your "ideal client', you'll have to make your brand "mean something" to them-their lives, their challenges, and what they're aspiring to become.

'Cause without that emotional connection:

• Why should they care?
• Why should they want to know, like and trust YOU?
• Why should they "stick and stay"?

See where I'm going with this?

Speak your truth, cause somebody out there needs to hear it-Molly Ho.

So, how can you tell a great story?

Start here:

• Know who you're talking to:

While it's always gonna be about your "ideal client"- ALWAYS! - the more you know about them, the easier it becomes to engage through storytelling. A good "starting point" is to find common ground, using an "identifiable character"- you (or someone else) that represents where they are right now-or who they want to become.

Think of it as a conversation-one where you're sharing:

• How you got started;
• Why you chose a particular name for your company;
• When you first knew you wanted to be an entrepreneur.

The list is endless...

Marketing is no longer about the stuff that you make, but the stories you tell -Seth Godin.

• Show, don’t tell.

Social media is a fast becoming a moveable feast for the senses-and everyone's on overload.

According to recent figures, on any given day 79% of users scan rather than read.

Therefore, to reach their "sweet spot", you'll need to go where they are-using video content.

This means talking to them:

• On camera;
• Showing behind the scenes of your day;
• Hosting a Q&A;
• Doing a "Live Training";

Which allows for much more engagement than words alone-and don't worry if you're "Shy to start"- voiceovers are equally as effective.

And while you're about it-be authentic! Showing "Real Emotion", helps your audience connect with you-Bloopers and all!

• Manage their expectations

Every great story has a beginning, a middle and an end.

To make this happen, you've got to control the moving parts-in other words tell them what you're going to tell them - in easily digestible portions, while making it specific to them.

And don't forget that "Call to action"- or you run the risk of them saying, "So what?".

This includes:

• Staying away from "Jargon";
• Not using big words where simpler words will do;
• NOT using long-winded paragraphs;
• Making sure that when you've run out of things to say-You STOP!?? ♀?

Do this-and they'll listen.

• Make your story memorable.

Remember I started with my Dad's bedtime stories?

Truth is, it wasn't just the story; it was the entire "experience"-cuddled up with my brothers, the sense of "belonging", of family-of LOVE.

It's the same for your targeted clients-they want to "feel" who you are-and the "transformation" you're bringing to their lives.

So go ahead and give them that-by making sure your story has:

• Memorable characters;
• A "Zero to Hero" plot;
• Emotion;
• A "Life Lesson" - especially something actionable they can use.
• Packaged into a narrative that ensures it's heard.

The first draft is you telling yourself the story-Terri Pratchett

I'll stop here...

Now it's your turn.

What stories do you want to tell?

Share in the comments!