Stories are one of the oldest forms of communication. For as long as there has been language, people have used words to spin yarns and convey ideas. Today, when it comes to marketing your products, stories emotionally impact your customers in a way that mere facts never could.
How do stories do this? According to behavioral economist and author Peter McGraw, memories are built on associations. When you form a habit, routine, or ritual, you’re essentially creating a new set of associations. Using stories, you can show how customers who use your product or service incorporate it into their rituals. If others see that your product has a benefit, they might be compelled to do the same.
Before sharing testimonials of customers using your products willy-nilly, however, there are a few tips that might help you curate the stories your customers share and see.
MAKE YOUR CUSTOMERS THE CENTER OF THE STORY
Many businesses make their product or their brand the hero of the story, but this isn’t the most effective way to grab your customers’ attention through storytelling. Instead, focusing on your customers, their rituals, and the success they’ve achieved can resonate a lot more powerfully. Of course, you’ll want to make it clear how your product helped them achieve success.
MEET YOUR CUSTOMERS WHERE THEY ARE
Find a way to get customer feedback on the products and services your business provides. What do they like about your product? How have those products and services helped them the most? Incorporating this information into your storytelling campaign can also ensure that those stories resonate a lot more with your customers.
DITCH THE JARGON
Always remember to keep your stories short, to the point, and accessible. No customer is going to be interested in reading an eight page white paper or listen to a testimonial that they can’t understand because it’s so full of industry jargon. That’s the beauty of good storytelling — it can impact anyone, transcending industries.
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