What's Your Story? (Part 2 in a Series of Yet-to-be-Determined Length)

In part one of this series, we talked about marketing being all about telling stories. As a marketer, I tell my clients stories to their customers. And yes, I do it because I enjoy it but I also do it (as does every other marketer) because consumers demand it.

So, if marketing = story telling, does that mean that all storytellers are marketers?

Yes, it does.

It doesnt matter whether you are in a marketing position or not the fact is, if you have an idea you want to spread or a story to tell, youre a marketer.

It sounds like it should be pretty easy, then tell stories, people buy your stuff what could be easier, right?

Unfortunately, its a little more complicated than that.

The challenge starts with peoples perceptions and belief systems. Thats why 2 people can look at the exact same thing and have completely opposite opinions about it.

An obvious example of this phenomenon can be seen in any parking lot in America. If cars were really all about getting from point A to point B, we wouldnt need more than a couple different models to choose from.

But car manufacturers tell a story some cars are practical while some are environmentally friendly. Some are utilitarian while others offer speed or luxury.

And the person who claims she needs a car for transportation to and from work but wouldnt be caught dead in one type of vehicle or another has simply believed the story that auto marketers have told her the type of car she selects will align with her perceptions and beliefs about the world.

Perception, as they say, is reality.

Its why all products dont appeal to everyone. Take diets, for instance. Many people want the exact same thing to lose weight, get in shape and feel fit and healthy.

Yet if everyones perceptions were identical, there would be no need for 90% of the hundreds of diet bestsellers on the bookshelves. The diet someone chooses or the car they drive or anything they purchase fits with their perception how they see the world.

If you want to attract bees put out the honey! As a marketer, one of my most important goals when Im working with a client to develop their marketing plan is to help my client determine who their best customer is, and how we can best market to those customers.

As weve seen not every story will resonate with everyone. The trick in telling authentic stories is to frame your story so that it hits home with your specific customer group the customer whose way of seeing the world aligns best with the story you have to tell.

Find those customers, tell your story using language that reinforces the way they see the world and watch your sales grow!

© Copyright 2006 Carolyn MelbergNursing Pa Pittsburgh School