The human brain is programmed to love stories. This is why using them can add power to your marketing communications efforts. To learn more about why that’s the case, let me share a story with you …
He was a successful engineer with a persistent problem. He was chasing him during his trip, in the shower, and when his golden retriever woke him up at 3:00 a.m. for a quick trip outside. He was never far from his thoughts.
It involved a process that he knew could be improved. He had a hunch about what was involved, but he just couldn’t pin it down. He ate it until that Saturday afternoon. As he mowed the lawn, the solution flashed through his brain. In what seemed like a trance, he put the lawnmower down in the middle of the yard and ran inside, where he began to sketch the idea.
What was it? I have no idea. The solution is completely fictitious. The engineer, his lawn, his problem, and his lawnmower don’t exist.
But you were captivated, weren’t you? The opening sentences drew him in, and the description of the process piqued his curiosity. Each line caught his eye for the next step, and he couldn’t wait for the twist that would be revealed in the resolution. At this point, I suspect that he is more than a little annoyed with me for not living up to that resolution.
Sorry, but I wanted to illustrate something in a compelling way. That something is the power and value of presenting information in the form of a story. Too often, companies and organizations that want to share something with prospects and other stakeholders think that the best way to do this is to present the facts directly. “Our clients are busy,” they insist. “We can’t afford to waste your time!”
Ah, but you are wrong. You see, the human brain loves stories. We are programmed to respond to them, thanks to centuries of evolution. Long before anyone came up with the idea of written language, our ancestors shared what they knew by telling stories. Keep in mind that the printing press has been a part of our culture for less than six centuries and widespread literacy for only half that time.
When we were kids, a good story was one of the few things that could help us focus for a period of time. As adults, stories still grab our attention. We can call them by names like “gossip” and “conversation”, but as soon as someone starts recounting what happened last weekend, when they went to paint the living room or play with par four 14, we were hooked.
Stories are always more compelling than raw facts. Sure, you can list the reasons why your product is better or why your service is superior. Your audience can even memorize a point or two. But when you convey that information in the form of a story, you connect with them on a completely different level and dramatically increase the likelihood that they will remember what is really important. When you share a story, you entertain your audience while you inform them.
There are two forms of stories that are particularly effective in sales and marketing situations. The first is the case study, where you share a real-life example of how someone used your company’s product or service to solve a problem or improve a process. Case studies are effective for two reasons. First, they make it easier for the reader to understand what makes your offering better and apply the benefits to their own situation and challenges. Second, when a well-known or respected company appears in your case study, you benefit from their implicit endorsement. (If Amalgamated Industries trusts your product, my company can buy it with confidence.)
The second way is what I did in this article: create a story around a fictitious example that represents the typical customer or user of what you offer. There is nothing unethical about doing that, as long as you acknowledge the fact that it is a fictitious representation (or as long as you don’t create misleading quotes from imaginary clients). Even if the reader understands that your client is fictional, they will still be able to relate to the story and the message you are conveying.
The next time you’re trying to share a message with a potential customer or other stakeholder, don’t think about making it sound like an advertisement or sales pitch. Tell them a story, it will grab their attention and quietly convince them while they enjoy what you are sharing. The fact that you’ve read this far shows that it works for you.