Storytelling is vital to helping us understand the world around us. It helps us relateto each other andbuild relationships. So it only makes sense that telling your business’s story is smart marketing. It makes it possible to connect with your target market on an emotional level, and that is what breedscustomer loyalty.
Make It About Them
It’s important to let your customers know where you come from and what your goals are. But be careful centering the story too much around yourself. If you make the narrative revolve solely around what you want to do, you risk making customers feel like they’re missing from the equation.After all, your businesses should stand to provide value to your customers.
Evaluate how you tell your business’s story. Are your customers mentioned? Is it clear how you can help them in a unique way? Ensure that customers are a key focus.
- Further reading: Chris Brogan on How to Make Your Customer a Hero via Inc.com
Tell it to Customers Via Email Marketing
Your story should come through in all of your messaging. This doesn’t mean you have to repeat yourself all the time. Rather, it means that your story should influence the content you publish, your advertising, and marketing messages.
For example, here are two ways you can make your story come to life through your email marketing:
- Subject lines: Do your subject lines echo your purpose? For example, here’s a subject line of a Kayak.com email I received recently: “Alert: Las Vegas Hotels | Cruises Under $500 | Mexico Escapes | More.”Not only does it tell me what I’ll find in the email, but it reinforces the value Kayak looks to provide: to get me the lowest prices and best deals for my travel needs in one place.
- Content: Your content should speak directly to your customers needs, and also how you can help them solve problems or get what they want. One great example is online men’s fashion retailer Park and Bond, which seeks to help men look their best through a mix of curated shopping and editorial content. In every piece of fashion advice they post and send via email, Park and Bond reinforces their customer-inclusive story.
What is your business’s story, and how do you tell it?
For more on this topic, read Melinda Emerson’s post: Tell Your Business Story and Inspire Your Audience