Photo courtesy of Bjorn Pierre @bjornpierre
A few years ago, a funeral changed my view of marketing.
I know it sounds crazy, but follow me…
After her husband's funeral service, the widowed wife asked me to speak at the nearby graveside gathering. It was a last-minute request, so I had zero prepared remarks.
The graveside was a 10-minute drive away, so I felt the pressure. 10 minutes and counting. I wanted to say something meaningful, but I was drawing a blank.
In my car about two minutes from the cemetery, an idea struck. Her husband loved to play golf, so… what if I told a golf story?
I thought about the Masters golf tournament. When the winner walks toward the 18th green on the final Sunday, the crowd stands and cheers. It’s a “goose bump” moment in sports.
So with that genesis of an idea, I stepped beside the casket and looked over the sea of family and friends.
I explained her husband's love for golf, how he played the ‘game' of life incredibly well, and how we now stood at his final 18th hole. I then asked the crowd to cheer for him just like the Masters galley does for a champion.
I expected a reserved response, but to my surprise, everyone stood and roared.
It wasn’t the usual decorum for a graveside ceremony, but it didn’t matter. It was perfect — loud, passionate, heartfelt — and everyone’s pent-up emotions spilled out.
Afterward, the grateful widow told me how that moment greatly honored her husband.
Whew…
On that day, the right message in the right place spoke to the right people.
Which, by the way, is a powerful business lesson.
One Of The World’s Most Powerful Tools: STORIES
Stories carry power. I’m talking nuclear-level power, the kind that shakes people to their emotional core. And it’s one reason Netflix is worth a whopping $102 BILLION. Yes, binge-lovers unite!
Think about the best teachers and speakers. They’re usually dynamic storytellers. If only my math teachers had used more stories!
It’s strange how our brains struggle to remember details, but we can magically recall stories decades later.
That’s why… BIG STATEMENT… your marketing should be primarily story-based.
Sounds simple. But there’s a problem.
Most Business Owners Stink At Storytelling
It’s true. And it’s not because they can’t tell stories. Everyone can tell a story, even young children.
“Too many companies opt for the head instead of the heart. The result? Their message sounds like a term paper rather than a note to a friend.”
Stories flow from all of us, they're the narrative of life. You share tales around the dinner table, in the gym, and at family reunions.
So why is business communication often so formal and booooring?
Too many companies opt for the head instead of the heart. The result? Their message sounds like a term paper rather than a note to a friend.
Being Professional Is Killing Your Sales
I can hear the argument: “But I’ve got to sound professional.” If professional means you have to talk in compound sentences and use cliche language and bore your audience to tears, then go for it.
But here’s a little secret of life: relationships get things done faster than anything else. Think about it… would you rather do business with a cold corporation or a friendly human being?
And even though you can’t know all of your customers, you can still instill the illusion of a warm relationship through stories and characters.
Why does Progressive feature Flo? Or McDonald’s have Ronald McDonald? Or Jake star for State Farm?
All things being equal, Relatable > Professional.
All things being equal,
Relatable > Professional
You Must Discover Your Story
“Stories make potential customers want to learn the specifics.”
So much marketing becomes bullet points and statistics and product details. And while those elements have their place, it’s the stories that give context.
Stories make potential customers want to learn the specifics.
To stand out in a desert of sameness, you must grab a shovel and dig for your slam dunk, million-dollar message. Whatever you do, avoid saying the same things as the competitor down the road.
Your business story is as unique as your fingerprint.
The 3 Essentials of Business Marketing Storytelling
But how does storytelling work within your business? When people think of stories, they imagine hobbits, unicorns, Darth Vader, or a princess waiting to be kissed.
Even though your marketing probably won’t include those elements (though it would be kinda cool), you can use this simple outline:
1) A potential customer wants something
2) There's a problem standing in their way of getting it
3) You have a unique plan to help them solve their problem
That’s it! You can use this outline in any industry and for any service or product.
Hungry for Pizza?
Let’s say you own a pizza place. What kind of story can you tell? Here’s how it works, following the outline above.
1) There's someone who's really hungry for pizza
2) But, they have a problem… it’s later in the evening, the kids are in bed, and they don’t have pizza ingredients in their kitchen
3) However, as the owner of a pizza place, you have a solution… you offer a phone app with one-button ordering, and you can deliver a hot, delicious pizza in less than 30 minutes
Those are the pillars of great business storytelling.
Here’s how it looks in your marketing copy:
If you’re hungry for pizza, but you’re stuck at the house and don’t feel like cooking, then we have an easy ordering app so that you get a hot, delicious pizza delivered to your front porch in less than 30 minutes.
BOOM. Is it perfect? Nope, but you get the idea. It’s an incredible mini-story.
Instead of blubbering about your customer service, your Chamber award, or your new oven, you’re speaking to the customer’s heart and inviting them into a relatable story.
Your Story Framework Using Three Magic Phrases
There are THREE MAGIC PHRASES to use as prompts.
IF YOU ARE A ____________ STRUGGLING WITH ____________
Who are you trying to talk to?
What do they want? What is the problem?
THEN WE ____________________
What is your custom solution?
How can it make their life easier?
SO THAT ____________________
What is the fairy tale ending?
At Genie Jar Digital, here’s our “story” using the framework:
If you’re a service-based business owner and struggle with your marketing, then we discover your unique story and spread the word so that you can reach new customers and grow your bottom line.
Your Story, Every Day
Once you create your one-line story message, you can use it in lots of places:
“This one-liner is core to your overall marketing message. And when you’re writing it, keep it simple to memorize.”
Your website
Your email signature
Your ads
At networking events
On your business cards
On podcasts and webinars
This one-liner is core to your overall marketing message. And when you’re writing it, keep it simple to memorize.
Imagine if everyone on your staff could say it. Your sales force would multiply overnight.
The Grow Your Business Game Plan™
If you need help creating your story and knowing where and how to spread it, we’d love to give you a hand through our Grow Your Business Game Plan.™
It’s a custom strategy to guide your present and future marketing decisions, starting with your story. From knowing your target market to crafting the perfect message to choosing the right media, you’ll receive a game plan that helps grow your business.
Start looking at life with story-colored glasses. There are so many stories, but so little time!
And now, after all this talk about pizza, I’m hungry.
Excuse me while I order on my app...
About Me
Hey, I’m Brian, co-founder of Genie Jar Digital. Born a Tar Heel but now a Virginian, I’m a father of five and the husband of one amazing lady. My family has a thing for Golden Retrievers. Given the right circumstances, I can do a smooth moonwalk on a slick kitchen floor. I recently released a young adult novel called The Jungle Within.
