Storytelling can be the most important tool in the marketing kit of a small business.
Stories help you explain your services, show why you're unique, demonstrate your expertise and come across as warm, personable and authentic. You can promote your skills and show why you're the best choice for your customers -- and you remain completely professional, without bragging or boasting. You grab your audience's attention and keep them engaged even in a noisy, crowded marketplace.
But there's a catch. You have to know how to tell stories for marketing. It's not the same as sharing stories around a campfire, revisiting fairy tales or even making a movie.
In this course, you will discover how to use stories effectively in your marketing. For instance, we’ll talk about …
… how to structure a marketing story (and why Cinderella makes a great fairy tale but a lousy marketing story)
… techniques borrowed from the master storytellers to exponentially increase your “know, like and trust” factor .
… 3 places you can use stories to boost your marketing results (and make marketing easier and more enjoyable, too)
When you hear the word "story," do you think of fairy tales, such as the iconic Cinderella story? The truth is, Cinderella's not a great role model for business owners who want marketing stories. Later in the course we'll look at other characters in the Cinderella story. We'll see that from a marketing perspective, Cinderella's not the real heroine.
Stories help your marketing in many ways and sometimes the best thing for your marketing success is a good story. Besides helping you reach your audience, stories help you - the storyteller - in surprising ways.
In the resource section, you'll find a link to a video by a Stanford researcher, explaining why stories are so powerful and what are some qualities of good stories.
So... let's get started!
Every story has a hero or heroine, sometimes called the protagonist. In mythic stories, the hero was super-human.
Today's heroes are human, even when they're behaving heroically. And when you're the hero, you need to be sensitive to the way you're perceived.
What does all this mean for our stories? Who is a hero? That's what we explore in this lecture.
Many business owners like to tell a rags to riches story - how they overcame adversity, conquered obstacles and slew dragons to get where they are today. As a hero, you began in pain or poverty. You worked hard. You found solutions to problems. And now you enjoy the rewards of success.
This lecture highlights the strengths of this story but also warns you about the limitations.
In the resources section, you'll see a video about Harry Potter and Star Wars as more traditional heroes.
So how did you get started in your business? What motivated you to begin working with your clients and customers? This type of story enhances your credibility and communicates your passion for what you do.
You'll find a light-hearted example in the resources section.
The first two types of stories were really about you. Now we move to stories about your clients. This lecture introduces "success stories," which will be critical to your marketing.You're telling a "rags to riches" story from the client's perspective and you're the hero! In the world of Cinderella you'd be the fairy godmother, working your magic to transform your client. And always remember: your client's successes make you look good.
You may have heard the saying, "The confused mind always says no." This lecture shows you how to explain even the most complex services, products or ideas so your prospects will be crystal clear on what you offer. I call this type of story the "concept story" because you can use it in any setting to explain even the most complex concepts.
In the resource materials, you'll get a link to a video showing a concept story I used to promote an info product.
This lecture introduces 5 components of the mindset of master storytellers. People who tell stories with great success tend to bring a certain approach to their stories. You'll discover how you, too, can share stories that reach your audience in a meaningful way.
This is a fun lecture: how to reach out to your audience, engage them and make them your own. You'll discover 5 techniques that you can apply immediately when you tell your own stories.
This lecture will help you get started on the process of your own storytelling. You'll get tips for dealing with writers' block and coming up with new ideas. Your goal is to have a repertoire of stories you can use for different purpose. You're also getting a link to a YouTube video with terrific tips on how to deliver a live storytelling talk.
This lecture will go over a number of places where you can use storytelling in your marketing. You'll be surprised how many marketing objectives can be met simply, easily and professionally by telling stories. Besides, you'll engage your audience and have fun, too!
My name is Cathy Goodwin. I work with business owners, executives and professionals who want to pivot a business or career. They want to move to something new and they need support: new websites, new resumes, new strategies and direction. I'm now an author, consultant and professional speaker. In my earlier life I was a college professor, publishing research and teaching students in business schools. I have a PhD in business (UC Berkeley) and anMBA (Wharton).