Since the start of the 21st century, there has been a new era of storytelling on television and steaming on computers, tablets and mobile devices called a variety of names from “the New Golden Age of Television” to “Quality Television” and “Peak TV.” The term “binge watching” also emerged from this new phenomenon. While this has consumed a great portion of the population, I missed the boat on this being more concerned with real life matters and raising my child. Now that he’s older, a friend suggested to watch “Stranger Things” streaming on Netflix and even though we’re almost four years behind the series’ beginning, we started watching and we were hooked! Even my wife, who was never a big TV viewer, would get worked up at the end of every cliffhanger ending and say, “Let’s watch one more!” Then after watching three episodes in a row, she would always ask, “Why can’t I stop watching?” I always replied, “Good production values, good cast and a good story.”
This doesn’t necessarily mean all good stories connect with everyone. But when it does, it can be powerful. Can businesses use story to connect with more buyers? Absolutely! Not just big corporations with entire departments and budgets dedicated to this, but every business owner of every size can use story to relate their value to those who need it. The means to tell a story today, more than any other time in history, is more accessible with the ability to target the smallest of potential buyers to a worldwide market.
This can send waves of excitement and fear simultaneously thinking of the possibilities while being skeptical that there’s a story to tell at all, or at least one that anyone would find interesting. The next step would be to look within or find someone who can draw out your story. My process with clients is to ask a series of questions that could help me shape a possible narrative.
“Who do you want to reach?”
“What is the need or problem you fulfill or solve?”
“How is your product or service different or better than others?”
“Why are YOU behind this product or service?”
Once you have a clear idea of your message, you can then explore the best ways to share it. A video on your website or YouTube, a weekly blog or podcast, photos posted regularly on Facebook, Instagram or Pinterest, or an article on LinkedIn. The choices are abundant!
If you’re leaning towards video, you can download my free resource, “5 Steps to Clarity When Considering Video to Promote Yourself.”
Chris Do, a graphic designer and founder of The Futur, — an online education platform for creatives said in a speech about communicating your value that, “Every company has customers, but great companies have an audience.”
If you just invest the time and effort to figure out how your story can create an audience or find a professional to assist you, not only will you get repeat business, but you will be always be top of mind when the need you fulfill arises and referrals will further grow your audience and maybe even gain some true fans!
If you want to know what true fans can get you, read this article by Kevin Kelly or watch the illustrated summary.