They won’t buy your product, but your story

Seth Godwin, American author, entrepreneur, marketer and public speaker, once said “Marketing is no longer about the stuff that you make, but about the stories you tell.” This is especially true in the era of IoT and freedom of expression on social media. Customers, today more than ever, have access to different sources and materials which helps them compare products and analyze services.

With the massive amount of products available on the market, brands are striving to have an identity that is unique. In other words, companies try to tell their story using specific tone of voice and key messaging.  If we take a closer look at such brands like Lush, there is a narration behind every product, which blends into their overall key messaging. Within every product the brand emphasizes the importance of ethical buying of their hand-made, vegetarian skin-care products. With an element of persuasion, influence, and motivation, any brand can increase its demand by taking the audience on a journey and telling their story rather than just selling their products.

What's your story-

Photo CreditDustin Lee

The old strategy of producing content like a factory no longer works! The whole point of employing content marketing is to talk to the customers instead of talking at them. A one-way communication approach will only lead your content strategy to failure. Therefore, relatable and interactive storytelling is what makes your customers fall in love with your products. Interactivity is very important in this approach and audiences’ feedback needs to be heard and acted upon. This explains why YouTubers have committed audiences that look up to them for guidance. The content that influencers deliver and the way they deliver it is what positions them as opinion leaders. The way vloggers address their audiences makes the whole experience very personal. Not only the feedback loop is essential for earning clients’ loyalty but it is an extremely useful listening tool. With the two-way communication approach, brands can identify patterns in demands, complaints or emotions associated with their brand name and tweak the messaging accordingly.

In the conclusion, whether it is an influencer or a company, both should allow their audiences to identify with the story and make them part of it by speaking their “language”. This approach will help brands and influencers to build positive emotional connection with audiences which in return translates into loyalty.  People are more likely to purchase a product that relates to them and attains their morals. Allowing customers or followers to live brand’s life, be part of the experience and be heard is like giving them glasses that will show them the picture they are more likely to connect positively with.