Written by: Vickie Sullivan | September 22, 2015
Strategic Storytelling
Yes, everyone is talking about storytelling now, as if it’s something new. What’s really new is that senior marketers understand the emotional power of stories. But any old narrative won’t help us stand out from competitors, according to this study by Experian Marketing.
To see the link between clients and our messages, check out the case studies on pages 5 and 6. Look at the connection between the profiles and the messages the stories need to convey. Stories we tell are only as good as the point they make.
To reach the hearts and minds of our best clients, let’s use a wide-angle lens. Ask yourself: when do our clients need us most? What is happening around them? What are their hidden desires — and hidden fears? Those are the stories that help us stand out.
We can do this too folks. And it’s not that hard if we just forget ourselves for a moment and focus on the client’s world.
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