Does your website tell a story? In fact, does any of your advertising tell a story?
No? It should!
It’s the latest craze crossing many industries right now and when you stop to think about it, this one actually makes.
Stories make facts interesting and easier to remember.
If you were anything like me you hated history because it was presented as a bunch of uninteresting facts and dates to memorize. Yet, after begrudgingly finishing my history homework I’d flop onto my bed and stay up into the wee hours of the morning to finish the last few chapters of a historical romance. (Romance? I was a teenage girl, what can I say).
If you asked me questions from an exam an hour after I’d written it, I’d have already forgotten the answers. I’d purge the boring details as soon as I could. BUT, if you asked me about a novel I’d read three months ago, I could tell you all the whos, wheres and hows of the story without missing a beat. Even though I’d read several similar novels since then.
Telling stories builds rapport with your audience. It’s a brilliant method to show you understand the needs of your customers, instead of just shoving your product down their throat.
If your advertising message is all about ‘buy now’ or ‘visit us today’, you will be lost in the advertising white noise that we’ve all learned to ignore.
But, if you catch your audience’s interest by telling a story about your corporate values or how your product has helped, people are more likely to remember you exist. How many times have you heard, “Wait a minute, I saw something about that just the other day. What was that company’s name again? You know the one that…?”
Telling stories gives people a reference point, something to remember beyond your company name and URL. Chances are, they won’t need your product or service when they first hear about your company. You have to be memorable so that months from now, when they do need you, they’ll be able to find you again. They’ll use the details of your story in their search to find you.
For example: Let’s say, you’re a tire company who has green disposal of old tires. Talk about it, highlight it in your website, mention it in your other advertising. People are more likely to remember the positive aspect of green tire disposal when it comes time to replace their tires. If they can’t remember your company’s name, they’ll type ‘green tire disposal’ into their favourite search engine and find you that way.
If your story is relevant, someone who has never seen your website or advertising could search for a story similar to yours. In our example, they might want to find a green way to dispose of their old tires. They type ‘green tire disposal’ into their search engine and your name tops the list because of your story.