Innovating the marketing message

In business, you are always looking to communicate our key messages to customers. You want them to know what you do, the products or services you sell, how you can help them.

The problem is, there is so much content, so much ‘noise’ out there, that it’s difficult to engage your audience, and hold their attention. 

Break through the noise

How do you break through the noise, and start a meaningful conversation? Clearly, there is a need to take a different approach in getting your message across. One approach is to build a story around why you do what you do, and how it can benefit your customers. The power of storytelling can help you engage on a much deeper level with your customers. It can help to demonstrate a connection, and shared understanding.

REMEMBER: It’s not about you. It’s about them.

The key point to acknowledge in your marketing activity is that whatever messages we put out there, it’s not about you. Everything we communicate must be about your audience.

What problem are you solving?
Why should they care?
What’s your story?

So, instead of bombarding customers with facts and figures about our products and services, you should look to connect emotionally with them.

A recent survey from Harvard Business School found that 95% of purchasing decisions take place in the subconscious mind. This is obviously huge, but demonstrates that emotion side to doing business, and why we need to connect on a deeper level with our customers.

When we are presented with facts and figures we are only engaging two small areas of the brain. Whereas listening to information in the form of stories means it is processed in multiple areas of the brain – resulting in a richer, deeper experience.

This is because storytelling stimulates oxytocin, a chemical in the brain which drives empathy and motivation. Stories powerfully connect you to your listener. When you share stories, your audience gets to know you and your business as authentic people – building credibility and trust.

As a example of how storytelling can invest value in a product or service, two US researchers wanted to see if they could increase the value of some mundane everyday objects through the power of storytelling. They collected a range of objects from various garage sales and low-cost shops, and then created a short fictional story about each one. They then auctioned these items on eBay, telling their fictional story of each object, and what they meant to them. The researchers paid $128.74 for the objects. After investing them with personal stories, what did they sell for? Amazingly, they sold for a total of $3,612.51! For example, a 25 cents fake banana sold for $76 after a story was added.

It’s a fun exercise, but one which demonstrates the power of storytelling, and how it helps form deeper connections.

So, why do you do what you do? Conveying that passion can deeply affect your audience.

Every brand, every product, has a story. You’ve just got to find it and tell it.

So, what’s your story?

If you’d like to find out more about how you can tell your story, and connect on a deeper level with your customers, get in touch on 01905 371374, or email